‘Intent’ refers to the purpose or objective behind a user's search query. When a user enters a keyword or phrase into Google (or any other Search Engine), they have a specific objective in mind, and Google aims to provide the most relevant results based on this intent. Google uses Search Intent as a factor to determine relevance, so the better you can match the user's intent, the more likely your content will appear in Google’s results pages, leading to a higher ranking.
Optimising your website for Search Intent will also have a significant impact on lead generation and conversions. By providing the information that your target audience is looking for, you can establish trust and credibility, which can then lead to increased conversions and sales. High-quality leads are more likely to convert into customers, and by providing the information they need, you can attract the right audience to your website.
Your sales prospects ask questions of Google and you want to be the ones to give them the answers. Therefore understanding Search Intent is essential for effective B2B SEO and it can significantly impact your business's success.
There are four main types of search intent:
Understanding these different types is important for B2B businesses looking to improve their SEO:
Navigational Intent refers to when a user is searching for a specific website or web page.
Informational Intent refers to when a user is searching for information on a specific topic.
Commercial Intent refers to when a user is searching for products or services to purchase.
Transactional Intent refers to when a user is searching for a specific product or service to purchase and is ready to complete a transaction.
By identifying and targeting the four types of search intent - navigational, informational, commercial, and transactional - businesses can drive more traffic by improving their rankings on the results pages and increase engagement and conversions.
It makes sense therefore to do your keyword research first, then overlay it with an Intent workshop, and only then to create your content or SEO campaign. Understanding Search Intent is so important for successful B2B SEO that we at Marcom wouldn’t begin a serious SEO campaign without having considered it first.
If you're looking to enhance your B2B SEO strategy, it's important to understand Search Intent thoroughly and know how to implement it effectively. For more information on how Marcom can help, please don't hesitate to contact us.
Now available - Ask the Experts Episode #02:
Podcast by Marcom: March 2023
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