What if we said that you can use the power of search intent for more than just driving visitors to your site?
Traditional search intent tells us how people are searching on Google – but it can also tell you how users are searching on your site and what they want to do now that they’re there.
On March 2nd, I moderated a webinar moderated by Courtney Harrington and Jonathan Meyer, Product Analyst and Chief Business Architect at Bridgeline.
Harrington and Meyer show how on-site search intent can help you create the perfect conversion experience to get more leads, sales, and customers.
Here is a quick summary of the webinar. To access the entire presentation, Complete the application.
What is meant by search intent?
Search intent (also called keyword intent) is the ultimate goal of the person entering a search engine query.
Types of primary research target
Although each query has its own unique purpose, there are four basic ways to group a search intent:
Two secondary intentions to consider
It is also important to only address two secondary purposes of research:
- local intent.
How does search intent work in keyword research?
Ideally, you should segment your keyword research by topic and intent.
For example, if you have a website that sells washing machines, your keyword search output should be grouped according to these lines:
- washer, informational intent
- Commercial washing machine
- The washer, the intent of transactions
So if you have three models of washing machines to sell, you’ll end up with nine keyword combinations (3 models x 3 search terms).
How to define a search intent
The search intent for a particular query can be obvious when it includes words like “buy” and “now”.
Other, less obvious queries can be uncovered by visiting the SERP page.
How to improve search intent
The place to start optimizing for the purpose of research is with your marketing personas.
These people should drive much of your marketing efforts but are especially important when it comes to improving intent.
Persons must cover:
- Customer objectives and tasks to complete.
- Pain points and challenges to overcome.
- How they use products/services like yours.
Step 1: Find the right questions and intent to answer them through SERPs.
Step 2: Search for current opportunities through the Google Search Console.
Step 3: Add real value to your users.
Chances of intent to search the site
Once you get visitors to your site, make sure they find what they are looking for.
Opportunities can be detected by looking at:
- Gaps in your catalog.
- Search the site.
- directions to the site.
By leveraging the information you get from search intent, you can start creating high converting SEO strategies.
Website Search Intent: 3 Effective Ways To Increase Sales
Here is the presentation:
Join us for our next educational webinar!
How to speed up your keyword research with powerful topic combinations
Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.
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Featured Image: Paolo Bobetta/Search Engine Magazine