SEO User Intent Analysis
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Every keyword has a story behind it. There’s an intent on behalf of the user and a connection of that keyword in some way to the web page it represents. User intent analysis is all about discovering why users are utilizing certain keywords and understanding how those represent a website’s target market.
In SEO, keywords play a fundamental role but they’re often thought of from the perspective of a business rather than a search engine user. Websites want to rank for certain keywords and so they hire a service like All The Way Up Media to complete keyword research on their behalf and provide them with recommendations.
This says all about what a business wants, however, and none about how a user is interpreting a given keyword.
User intent analysis sees keywords from the perspective of the user. This SEO report will inform a website owner which keywords are more likely to generate clicks, leads, and conversions, and what’s motivating a user to employ these terms to find a site such as yours.
Understanding and analyzing user intent is central to any SEO strategy. This is why our team offers user intent analysis.
What Is User Intent Analysis?
User intent analysis discovers the purpose behind a search and click.A user may be looking for information, to buy something, to browse, to pass the time, or to entertain themselves. Based on what their perspective is, a user will structure their search term accordingly.
User intent analysis identifies the goal of a search term by analyzing search semantics. In this way, keywords reveal intent.
This helps SEO strategists and expert marketers, such as the team at All The Way Up Media, develop a content strategy with specific keywords designed to only bring relevant leads to your website, optimizing SERP rankings in the process.
Types Of User Intent Through Search
Informational: I Want To Know Something
Lots of users use search engines to look for information. People search for all sorts of information every minute, focused solely on finding a site with relevant information to their query. A lot of informational searches are framed with a question, though not all.
After a user has their answer, their search is done and they exit any websites or search results they have pulled up.
This type of user intent can be valuable for a website, even if they’re not being set up to make a purchase or become a conversion. When you develop content for informational user intent, you demonstrate your relevance to search engines and prove to the algorithm that you are an expert in a given subject matter.
Especially if you’re a new website, targeting informational user intent can dramatically improve search rankings and organic lead generation. All you have to do is provide answers to the questions, queries, and keywords that are being put to search engines.
Commercial: I Want To Choose Something To Buy
A commercial user intent means someone is looking for a product or service but they haven’t yet decided to purchase anything.
This type of intent is investigating with some form of intent to make a purchase though exactly how likely they are to follow through is unclear.
In a user intent analysis-led SEO strategy, we would incorporate commercial user intent by focusing on product information content, reviews, and comparison-based content.
Commercial user intent can be location-specific as well, such as searching for the top restaurants in a specific city or looking for the best plumber within a given region.
Transactional: I Want To Buy Something
A transactional user intent is a user looking to purchase a product or service. A user will be using high-intent keywords which are essential to know for eCommerce sites. When a searcher is ready to buy, that’s a transactional user intent. All you have to do is capture the lead and ensure your website is set up to convert.
This type of user intent is most likely to result in a conversion or a purchase. To be able to get these clicks, however, you need to build authority and trustworthiness which is where an advanced results-driven SEO campaign is key.
It is also worth noting that transactional search terms, of course, can vary depending on the intent of the purchase.
A user may use a keyword tied to getting the best price, or the quality of the product if it’s a high-end product they’re searching for, it may include a specific brand, or it may identify a feature of a product they’re looking for.
Navigational: I Want To Go To A Specific Page
A navigational type of user intent means a user is searching for a specific website, web service, or app. In many cases, a user will launch a navigational search when they’re trying to find a local business or local service. Alternatively, they may know the business name but not know their website URL. These are navigational searches.
Whether navigational searches are worth inclusion in your SEO strategy is a matter of debate.
They require prior brand awareness. Unless you are widely known, offer a unique service that’s well-publicized, or have years of history in the local marketplace, navigational user intent may not apply to your strategy right now. Alternatively, if you are well publicized and your website or service has been around for some time, you don’t want users searching specifically for you and landing on a competitor.
Be sure to discuss with your SEO expert at All The Way Up Media if navigational is worth including in your campaign.
Why Is User Intent Analysis Important?
User intent analysis is essential to SEO because it lets you know why a user is coming to your site and, accordingly, you can send them down a specific sales funnel most likely to generate a conversion.
In a way, it lets you know how to speak to a user based on where they are in the funnel and their current intent.
Subsequently, Google relies heavily on user intent when classifying and ranking web pages. Google identifies specific behaviours in a search, be it the keywords used or what modifiers someone types in, to direct them to the most appropriate website.
If you’re aware of user intent and can map out where your leads are, a skilled SEO expert can help you convert those leads by optimizing your web pages accordingly.
What Else A User Intent Analysis Includes
A user intent analysis offers a combination of competitor research demonstrating keyword opportunities to take advantage of while also going in-depth on the keywords you rank for and how those relate to user intent.
Depending on how select keywords are ranking, we analyze the pages at the top of SERPs and rich results to better understand why they rank as they do and what value they provide. This can be taken over to your website and applied there in essential ways, facilitating a better SEO strategy and a more advanced approach targeting higher rankings.
How to use a user intent analysis is to ultimately create and support high-quality content that maximizes intent relevance. Any SEO content must be formatted according to the consumer journey and be informed by what the audience is looking for. This is why getting the user intent analysis right is a must. This means everything in terms of building a strategy on its shoulders.
User intent changes over time, depending on where a user is at, meaning content will have different purposes and meanings as this intent changes.
This Is How Our SEO Experts Will Use Your User Intent Analysis
- Keyword research to determine a keyword strategy complete with variants and which to prioritize.
- Steer your website away from user intent mismatch, such as keywords with multiple meanings.
- Develop buyer personas and refine the buyer journey as it relates to different sales funnels for your website.
- Complete an SEO content audit to evaluate how well existing content aligns with the user intent analysis.
- Enact a new content strategy that is proportional to each user intent while optimizing all new and existing pages to match.
- Analyze keyword gaps and offer competitor keyword research to help identify SEO opportunities not yet discovered.
Get Strong SEO Results With User Intent Analysis From The Team At All The Way Up Media
All of these elements are included in your full-scale SEO strategy designed and led by the team at All The Way Up Media.
SEO is a dynamic concept with lots of moving parts. While it’s easy to get caught up in the technical aspects of improving web design and a brand’s online presentation, at the end of the day, the real results of a campaign come down to how it resonates with the target audience and whether users are clicking or not.
Without a user intent analysis, it’s fumbling in the dark for keywords that may or may not work well. An analysis like this shines a lot of light on what sort of users you are receiving and what users are out there that could be directed to you.
In short, user intent analysis improves your SEO, elevates your web page SERPs, generates more qualified leads, and produces more conversions. It’s results, results, and more results!
All The Way Up Media is a team of highly skilled SEO experts. Connect with us for a custom user intent analysis to see for yourself where the opportunities exist for you to improve your numbers. Prioritize your user and your audience with tailored strategies specifically with intent in mind. This is how you do it. This is how we get results.
