As seen above, Google seeks to have a visitor spend time and perform actions on your web page. You are therefore playing in the same camp! To attract and then keep visitors to your site for conversion, you need to create content that Canada Email Address List as possible for your business. But beware! Each content must be specific and focus on one search intent at a time! Thinking about search intent is also a good way to ensure that all phases of the buying journey are covered by your content. In this way, you will attract as much traffic as possible and create effective conversion funnels to convert them into leads! We are used to saying that there are 4 types of search intentions depending on the queries. But in reality, the same intention can quite fit into several categories at the same time.
The informational request This is the most common type of request. Here the Internet user searches for information as the name suggests. These are mostly queried in the form of basic questions or very broad keywords. For example, you can find searches for people, addresses, concepts, etc. If we place ourselves in the online shopping journey, we will be here rather than on a prospect in the Awareness or Consideration phases. The commercial/preferential request. This time, the user is in a commercial process and will seek information before a potential act of purchase. Among these requests, we will for example have requests for comparisons between competing offers, opinions on a product or service, or research on the company or the brand.
How do you find relevant search intentions to position yourself on?
All localized searches can also be added to it, even when they do not include brand or product names, such as for example: “ rental vehicle utility Bordeaux “. Here, the person making the request will be in the Consideration or Decision phase. Examples of commercial/preferential requests: Netflix Disney Plus Amazon Prime series catalog. Best Sushi Paris. Macbook Air 2021 review. Bordeaux utility vehicle rental. The transactional request. Here we are very clear on a user in the Decision phase. On this type of query, the person now knows what they are looking for and the intention is to find where to make the purchase. Queries are very specific and usually include the name of a brand or company. There are also searches for discount offers or promotions.
This last type of request is totally different from the 3 previous ones. They are carried out when the user knows exactly what page he is looking for and that it is easier to perform a quick Google search than to type the direct URL or to navigate from page to page on a website. They are generally of little use in the purchasing process. We talked about search intentions in our webinar dedicated to the 4 (new) challenges of SEO Use the suggestions from the Google search bar. When you start typing something on Google, the search engine will most of the time give you suggested queries. These are not offered at random. The suggestions depend on several factors such as your location and your search history for example.
The 4 categories of research intentions
But it should be known that the proposals are above all resulting from the requests which are the most entered around this keyword. Let’s take an example: An example of suggested queries in the search bar. I challenge you to find a keyword for which you will not be suggested queries with “free”. If I type in the keyword “ website SEO,” Google suggests a number of related searches. By analyzing the proposals, we can already deduce several different search intentions for the same keyword. For an agency like SLN, we would, for example, have every interest in creating content for the following purposes: Explain what website SEO is for the Awareness phase; Treat ways to reference a WordPress website for the Consideration phase.
Present the prices of a natural referencing service for the Decision phase. By repeating this action on the keywords that are important to your business, in a few minutes you will obtain several dozen ideas for content to develop to meet the search intentions of your targets! Study the search results pages. Now you are allowed to press the Enter key! Similar to suggestions, when you search for a keyword, you will get the best results (according to Google). By looking at the pages, articles, or even the images and videos that will appear on the search results pages (called SERP in SEO), you will get crucial information. Remember that if this content exists and comes out on the first page, it is because it is of interest to Google. If we follow what I told you above, it is because by extension they respond to research intentions.