‘Search Intent’ and how implementing it can power your B2B SEO

What is a ‘Search Intent’?

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Search Intent (or user intent, audience intent) is the term used to describe the purpose of an online search. It’s the reason why someone conducts a specific search. After all, everyone who does an online search is hoping to find something.

‘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: 

• Navigational Intent 
• Informational Intent 
• Commercial Intent 
• Transactional Intent 

Understanding these different types is important for B2B businesses looking to improve their SEO: 

Navigational Search Intent

Navigational Intent refers to when a user is searching for a specific website or web page. 

• Examples of keywords with navigational intent include the name of a brand or specific website, such as ‘IBM’ or ‘software for e-commerce’. 
• By targeting navigational keywords, businesses can scoop up these searches, increasing brand visibility and directing users to their websites.

Informational Search Intent

Informational Intent refers to when a user is searching for information on a specific topic. 

• Examples of keywords with informational intent include questions such as ‘How to…?’ and ‘What is…?’ 
• By targeting informational keywords, businesses can drive traffic to their website, provide valuable information to users and establish their expertise in a specific subject matter. 

Commercial Search Intent

Commercial Intent refers to when a user is searching for products or services to purchase. 

• Examples of keywords with Commercial Intent include phrases such as ‘see our range of XXXX software here’ and ‘choose the best XXXX software for you’. 
• By targeting commercial keywords, businesses can increase their chances of being found by users actively searching for products or services to purchase. They’re already warm. 

Transactional Search Intent

Transactional Intent refers to when a user is searching for a specific product or service to purchase and is ready to complete a transaction.  

• Examples of keywords with Transactional Intent include phrases such as ‘buy XXXX software here’ or ‘best XXXX software prices’. 
• By targeting transactional keywords, businesses can increase their chances of being found by users actively searching to buy a specific product or service to purchase and being ready to complete a transaction. They’re hot! 

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. 

Mark Baines