Why pay attention to Search Intent

How many searches can you guess Google processes every second? How about how many searches do you make each day?

Here are some staggering numbers ;

• It’s estimated Google processes approximately 63,000 search queries every second.
• ?5.6 billion searches per day which translate to approximately 2 trillion global searches per year.
• On average, you and I conduct between three and four searches each day.

Now,

Why is Search Intent vital in SEO?

How does Search Intent relate to Content-led SEO and Product-led SEO?

Why pay attention to SERPs?

I will be answering these questions, but first...

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Search Intent & SEO

Search Intent describes the reason why someone conducts a specific search. Often also known as either user intent or audience intent .

• Does the person want more information about something? - Informational User Intent
• Does the person want to search for a specific term or brand name? - Navigational User Intent
• Does the person want to buy a product or service? - Transactional User Intent
• Does the person intend to more about a product or service before buying? - Commercial User Intent

Understanding search intent dictates your SEO strategy. Is the focus going to be content-led SEO or Product-led SEO or a mix of both?

A start-up will need to pay attention to Informational search intent to enable them to build authority and credibility fast.

Content-led SEO & Search Intent

Here we focus on creating content that will get your site in front of linkreators.

These are website owners who have built authority and by them linking your content to their sites, Google will likely rank your content fast as a result.

Here are the simples on how to execute it;

1. Find linkreators by searching the broad informational keyword in your space and get 10-20 top websites that rank on Google.
2. From research pick a proven content framework [ guide, list post, industry study, etc ]
3. Write and publish Power Pages on proven topics that will pick linkreators' interests
4. Reach out to the linkreators to link to you [ broken links, new and updated linking, etc ]

Don't let the simplisty of the steps fool you, each step requires a strategy of its own to improve the chances of meeting users' search intent.

SERPS & Search Intent

Search Engine Results Pages [ SERPs ] are a response to a user's search query. At any point in your Google search, you may see the following on the first page;

The most common types of Featured Snippets include:

• FAQ:?A short paragraph in response to “What is” and “Who is” types of searches
• Bulleted List:?For rankings and “best of” lists
• Numbered List:?Used for instructions, DIY, recipes, ordered tasks
• Tables:?a visual display of dates, prices, rates… or any data presented in a table

Start-ups doubling down on SEO should have a SERPs execution plan in their SEO strategy.

Product-led SEO & Search Intent

Users want answers when they search for anything

Why not be the source of credible answers in your space.

A great book - They Ask, You Answer by Marcus Sheridan is one of the best recommendations for this strategy.

And of course, Product-led SEO by Eli Schwartz mentioned in this past newsletter

Optimizing for Search Intent

1. Format content for the relevant SERPs by analyzing the first page of Google on what content format is dominant.
2. Examine the competition closely.

• What are gaps in their content?
• What is their content tone?
• How are most of their content formatted?
• Which points in the users' intent do they cover most?

3. Match metadata and content types to the audience's intent.

Podcast Insights

• Localize your site and translate your content
• Answer specific search queries to optimize on user intent
• Localize pricing to reduce churn when targeting non-English speaking regions

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