What if we said you could use the power of search intent to drive visitors to your website?
Traditional search intent tells us how people search on Google – but it can also tell you how users search on your site and what they want to do right now.
On March 2, I hosted a webinar moderated by Courtney Harrington and Bridgeline Product Analyst and Senior Business Engineer Jonathan Meyer.
Harrington and Meyer show how on-site search intent can help you create the perfect converting experience for more leads, sales, and customers.
Here’s a quick summary of the webinar. To access the entire presentation, complete the form.
What is search intent?
Search intent (also known as keyword intent) is the ultimate goal of people entering a query into a search engine.
Primary search intent type
While each query has its own unique intent, there are four basic ways to group search intent:
- informational.
- commercial.
- navigation.
- transactional.
Two secondary intents to consider
It’s also important to hit two secondary search intents:
[Learn More About Secondary Search Intent] Access the webinar now →
How Search Intent in Keyword Research Works
Ideally, you should segment your keyword research by topic and intent.
For example, if you have a website that sells washing machines, your keyword research output should be grouped as follows:
- washing machine, informational intent
- washing machine, business survey
- washing machine, transaction intention
So if you sell three washing machine models, you end up with nine sets of keywords (3 models x 3 search intents).
[Discover Exactly How To Group Keyword Research By Intent] Access the webinar now →
How to Determine Search Intent
When a particular query contains words like “buy” and “now,” its search intent can be obvious.
Other less obvious queries can be discovered by visiting the SERP page.
[Get Examples Of Search Intent In SERPs] Access the webinar now →
How to Optimize for Search Intent
The place to start optimizing for search intent is your marketing persona.
These roles should drive the bulk of your marketing efforts, but are especially important when it comes to intent optimization.
The role should cover:
- The goals and tasks the client wants to accomplish.
- Pain points and challenges to overcome.
- How they use products/services like yours.
step 1: Find the right questions and intents to answer through the SERPs.
Step 2: Find existing opportunities with Google Search Console.
[Learn How To Navigate GSC For Search Intent] Access the webinar now →
Step 3: Add real value to your users.
Opportunities from on-site search intent
Once your site has visitors, make sure they find what they’re looking for.
Opportunities can be identified by looking at:
- blanks in the directory.
- On-site search.
- Live Trends.
[Get A Shortcut To Identifying Trends] Access the webinar now →
By leveraging the information you gain from search intent, you can start creating smart, high-converting SEO strategies.
On-Site Search Intent: 3 Powerful Ways to Increase Sales
Here is the presentation:
On-Site Search Intent: 3 Powerful Ways to Increase Sales from Search Engine Journal
Join us for our next webinar!
SEO at Scale: What Makes a Big Ecommerce Site Different
Seems harder to be discovered by new customers lately? E-commerce has never offered so many opportunities yet faced so much competition. Learn how to scale your SEO efforts and grow your ecommerce business like a big shot On the next webinar on March 9th at 2pm ET.
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
