What are the best practices for segmenting users based on their search intent and behavior?

1 What is search intent and behavior?

Search intent and behavior are two aspects of how users search for information online. Search intent refers to the goal or purpose behind a user's query, such as finding an answer, learning something, buying a product, or comparing options. Search behavior refers to the actions and interactions that a user performs on a search engine or a website, such as clicking, scrolling, bouncing, or converting. Search intent and behavior can vary depending on the user's context, device, location, and stage in the customer journey.

2 Why segment users based on search intent and behavior?

Segmenting users based on search intent and behavior can help you deliver more relevant and personalized content and offers to your users, which can improve their satisfaction and loyalty. By segmenting users, you can also gain insights into their needs, preferences, challenges, and opportunities, which can help you improve your site's design, navigation, content, and marketing. Segmenting users can also help you measure and optimize your site's performance, by tracking how different segments respond to your site's elements and goals.

3 How to segment users based on search intent and behavior?

Segmenting users based on search intent and behavior can be achieved in various ways, depending on the data sources and tools available. Keyword research and analysis can help identify the main types of search intent, such as informational, navigational, transactional, or commercial. Google Analytics or other web analytics tools can be used to segment users based on their behavior on the website, like page views, time on site, bounce rate, conversion rate, or goal completion. Additionally, Google Search Console or other SEO tools can be used to segment users based on their behavior on the SERPs – click-through rate, impressions, position or queries. You can also use surveys, feedback forms or user interviews to segment users based on their self-reported needs, preferences, expectations or satisfaction. Finally, cookies, sessions or user profiles can be used to segment users based on demographic attributes like age, gender and location; psychographic attributes like interests; and behavioral attributes like purchase history.

4 How to use segmentation data to optimize your site?

Once you have segmented your users based on their search intent and behavior, you can use this data to optimize your site in various ways. This includes creating content that matches the user's search intent, by providing relevant and useful information. You can also design the site's layout and navigation to match the user's search behavior, making it easy and intuitive for them to find what they are looking for. Additionally, personalizing the site's content and offers based on the user's attributes is beneficial, as it shows them content tailored to their interests. Finally, testing and experimenting with different site elements and goals based on different user segments can be done through A/B testing or multivariate testing, to compare how different segments respond to different variations of headlines, images, copy, calls to action, or landing pages.

5 How to measure and improve your segmentation strategy?

Segmenting users based on their search intent and behavior is not a one-time task, but rather an ongoing process that requires monitoring, evaluation, and improvement. To measure and enhance your segmentation strategy, define your site's objectives and KPIs that align with your users' segments and goals. Track and analyze your site's data and metrics based on your users' segments, using web analytics tools or SEO tools. Identify and prioritize your site's strengths and weaknesses for each segment through data analysis or user feedback. Lastly, implement and test changes for each segment with optimization methods such as content creation, design changes, personalization, or experimentation to improve relevance, engagement, and conversion.