Search intent is a crucial factor to consider in SEO. It refers to what the user actually wants to find when they type in a search query and can be identified by looking for keywords related to the target audience’s needs or expectations.
A thorough analysis of the keyword trend and popularity will provide further insight into the search intent. By understanding the specific needs of your target audience, you can craft content that better meets the customer’s search needs, increasing your chances of ranking higher in search results.
By understanding what users are looking for when they search for something, you can ensure that your content is better tailored to their needs – and this ultimately leads to higher quality leads.
Here are three ways that a user’s search intent can help drive higher lead quality for your business:
- Targeting the right keywords
- Identifying the right type of search intent
- Finding the right angle
Implementing these into your SEO strategy will result in a higher ROI for your marketing efforts.
How to Identify Different Types of Search Intent in SEO?
To identify search intent in SEO, you can start by analyzing the keywords that a user is searching for. Look for clues in the wording of the keyword or phrase, as well as any additional information provided in the search query.
Being aware of different types of intent – informational, navigational, commercial, and transactional when carrying out keyword research will help you to successfully leverage search optimization opportunities and curate useful content. Let’s look at each of these intents in more detail.
- Navigational Search Intent (aka direct search intent): Queries that are used to find a specific website or web page. It is typically associated with brand & product-related searches, such as “Amazon” or “Facebook Login”.
- Informational Search Intent: Queries that are used to find information, such as news articles and blog posts. SEOs should focus their efforts on optimizing for this type of query by creating content that provides answers to the user’s question. According to Professionals at Outreach Monks, digital marketers should focus their efforts on optimizing this type of query by creating content that answers the user’s question. In fact, providing informative content will further assist them in implementing effective link-building, niche edits, and guest post strategies.
- Commercial Search Intent: Queries that are used when considering the decision-making process. It’s a stage when the searcher is closely examining external information to assess their options and weigh the pros and cons of a purchase, download, or transaction but they have not yet made a commitment. Although they may be in the consideration phase, it’s critical for businesses to capture the lead’s search intent from search engine queries in order to draw them into their customer funnel.
- Transactional Search Intent: Queries that are made with the goal of completing a transaction or taking some sort of action. This can include searches for products with the intention of making a purchase, as well as searches for specific actions such as signing up for a newsletter or filling out a form. Transactional searches often include keywords such as “buy,” “order,” “purchase,” or “sign up.”
For example, a search for “buy red sneakers” or “red sneakers reviews” likely indicates a transactional intent, while a search for “red sneakers outfits” could indicate an informational intent. You can also use tools such as Google’s Keyword Planner or Answer the Public to see how a keyword is being used and what types of searches it is commonly associated with.
Additionally, looking at search autocompletes may provide further insight into a keyword’s search intent as these often relate directly to what people are searching for when they use this keyword.
By understanding the intent behind a search, you can create content that better meets the needs of your audience and capture them at the right phase of their journey. To capture the highest quality leads, it’s ideal to target the transactional search intent.
1. Use Informational Search Intent for Lead Generation
One way to use informational search intent to generate leads is by creating content that aims to provide valuable information to users who are searching for answers to their questions. This can include blog posts, articles, and other types of content that provide in-depth information on a specific topic or issue.
By creating informative and useful content, you can attract users who are searching for answers to their questions and are therefore more likely to be interested in what your business has to offer.
Include calls to action in your content that encourage users to take the next step, such as signing up for a newsletter or filling out a form to learn more about your business
One of the best ways to use informational search intent for lead generation is to use free webinars. Essentially webinars are long-form content provided by industry experts. Your webinar topic should be targeted so that only high-quality leads would sign up.
To set up a high-converting webinar, it’s recommended to pick one of the best webinar platforms, where the sign-up page and lead capture forms are built-in. For example, a great webinar tool to start with is Livestorm, which lets you start hosting webinars for free.
2. Use Commercial Search Intent for Lead Generation
When search intent is focused on commercial purposes, search volume may be lower than for informational search intent however the average conversion rate is greater due to searchers being in an advanced consideration state of mind.
Consumers at the commercial research stage are looking for great details before they make a purchase decision, such as reviews, comparisons or guest testimonials along with use cases and top-rated lists of products.
You can capture these leads by creating content around the buyer’s journey such as case studies, reviews, and white papers. Also, create a page on your website that is tailored to gathering lead information including detailed product descriptions and pricing information.
Finally, you can use ads to target commercial searches directly. By setting up campaigns based on specific keywords that indicate a transactional search intent, you can drive qualified leads toward your products or services and capture them at the right phase of their journey.
Google Ads is one of the most popular ad platforms for targeting commercial searches – it allows you to create targeted campaigns using keyword research tools like Keyword Planner in order to focus on relevant queries with high conversion potential.
3. Use Transactional Search Intent for Lead Generation
To use transactional search intent to generate leads, you can focus on creating content that helps to guide users through the purchasing process. This can include product pages, reviews, and other types of content that provide the information that users need to make a purchase decision.
You can also include calls to action within your content that encourage users to take the next step, such as adding a product to their cart or filling out a form to request more information.
In addition to content, you can use paid ads to target users who are searching for products or services that your business offers. This is an excellent way to reach potential customers at the right time – when they’re close to making a purchase decision.
Finally, you can run remarketing campaigns to reach users who have already interacted with your website or content in some way. Remarketing campaigns allow you to target users who have visited your site or viewed certain pages and present them with tailored ads as they continue their search journey.
In addition to creating useful content, you can also use email marketing, social media marketing, and other tactics to reach out to potential leads and guide them through the purchasing process. By providing valuable information and making it easy for users to take the next step, you can effectively use transactional search intent to generate leads for your business.
Key Takeaways for Using Search Intent for Lead Generation
Lead generation is an important part of any digital marketing strategy. Understanding users’ search intent and tailoring your content around that is a powerful method for capturing high-quality leads. Search intent is the purpose behind a user’s query and can range from informational searches to commercial and transactional searches.
For informational search intent, webinars can be an effective way to capture leads by offering relevant and valuable long-form content tailored to your target audience. You can also use commercial search intent to capture leads by creating content around the buyer’s journey such as case studies, reviews, and white papers, or by using advertising platforms such as Google Ads with keyword research tools.
Finally, you can use transactional search intent to generate leads by creating content that guides users through the purchasing process and encourages them to take action. In addition to content, you can use paid ads, remarketing campaigns, and other tactics such as email marketing and social media marketing to reach out to potential customers at the right time in their purchase journey.
By understanding search intent, you can create content that resonates with your target audience during different stages of the buying process. This enables you to effectively capture high-quality leads that are more likely to convert into customers down the line.
Erkki is the founder of influno.com, which helps entrepreneurs, marketers, and sales managers make the best decisions on the business tools to drive their businesses forward. Erkki’s background is in software product management.