What Are Your Customers Looking For? Understanding User Intent For Content Creation

People want to know a lot of things. Google receives more than two trillion searches a year, and that’s a conservative estimate.

Google searches are a great resource for increasing your profits. If your website can appear when someone searches for it, you will draw them in. But the sheer number of searches makes it hard to know how to attract users.

What are the categories for user intent? What should you do after you’ve looked at several queries? What is good user intent marketing?

Answer these questions and you can bolster your SEO strategy. Here is your quick guide. Categories of Search Queries

There are three reasons why a person makes a search. A navigational search involves looking for a specific thing. A user is looking to go to a certain website, or they want to find a fact.

An example of a navigational query is “Facebook.” The person typing this in wants to go directly to facebook.com.

Another example is “what year did lincoln die in.” They are looking for that specific fact, then they will stop their search.

An informational search involves researching a subject matter. The user wants more than just one fact.

An example of such a search is “what biography of lincoln is best.” This is a question that cannot be answered with one quick sentence. The user wants several products compared to several factors, including price.

A transactional search occurs when a user is ready to buy a product. An example is “where to buy biographies of Lincoln” or “buy a biography of Lincoln.” They want the pages of websites that offer books, and then they will make a purchase.

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Though these queries are distinct, a search term can fall under multiple categories. “Biography of Lincoln” could constitute a navigational query, as a person just wants to find the name of a book. But it could count as an informational search since a person may want to compare books together.

How to Conduct User Intent Analysis

Search queries are fundamental tools to understand user intent. But they’re not perfect. You need to understand some other concepts, and then you need to analyze them.

Every person who is looking for a product participates in the buying cycle. They start with navigational queries to understand the subject they are looking at. Not all navigational queries relate to buying products, but many of them do.

The user moves into informational searches to provide analysis on the information they have. Once they have a clear position, they perform a transactional search.

Their terms will start broad, containing a couple of words. As they get further into the buying cycle, their terms become longer.

You can use this as a rule of thumb. The longer the term, the more likely it is to be transactional.

But the best thing you can do is ask customers directly. Talk to them about what they are looking for and what questions they want answered. You can use polls and social media posts to gather feedback.

You should also look at how users interact with websites. You can track this through session recording.

As a user experiences a website, the recording captures their screen. It can show where a user scrolls their mouse and what buttons they click on. A user who heads to a “browse products” page is conducting an informational or transactional query.

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Take notes on the information you have gathered. If there is a certain type of query that relates to your website, focus on that type. But try to appeal to all users.

How to Adjust Your User Intent Marketing

For navigational searches, you should input search terms into your content. Write brief blog posts providing background material on the subject matter.

You should address the query, but you should provide details that establish you as an expert. Write posts on similar subjects to encourage them to come back if they have questions on those topics.

You can adopt a similar approach for informational searches. You want to write blog posts that answer queries.

But you have more room to go into detail. If you encounter queries that require a lot of knowledge, you can experiment with eBooks and videos.

You can use social media to attract interest. But your posts should be light and simple.

They are best for informational searches that look for specific facts. You can provide facts in writing or infographics. You should explain complicated topics in long-form written works.

Clean up your product pages to attract transactional searches. Make the names, descriptions, and prices of the products you sell clear.

Create a straightforward purchasing experience. Place large buttons with straightforward instructions like “buy here” on your pages.

Do not add promotional content to your blog posts. You should include a call to action that directs the user to another important page. But if you plaster your blog with promotional content, users will not remain on your website.

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Make your entire website easy to use and fun to look at. Feature a navigational bar across the top of your page, including your company logo in the upper-left corner. Include links to your social media accounts somewhere in the bar or footer on each page.

Maximize Your Google User Intent Strategy

Understand user intent and you can draw customers to your company. Navigational searches involve looking for a particular fact or service. Informational searches lead to research, while transactional searches help users shop.

The shopping cycle leads users to start broad, then work their way in. You should write content that caters to the cycle. Ask people questions about what they are looking for.

Produce blog posts that answer users’ questions. Design a clean and efficient website that users can shop from without difficulty.

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