The Role of Using Search Intent in Determining Digital Marketing Success

The Role of Using Search Intent in Determining Digital Marketing Success

Understanding how people search for a product or service is crucial to digital marketing success. There are four main types of intent – Informational, Transactional, Navigational, and Commercial. Learn more about each type of intent and how to make the best landing pages to match those searches. Then, focus on developing a strategy to convert those visitors into customers. By following the steps outlined here by Voy Media, you can be successful with digital marketing campaigns. 

Informational Intent  

There are two types of user intent – informational and navigational. The former refers to broad terms, while the latter is specific to a page or brand. Informational intent is the preferred search behavior among most consumers, and your website must answer relevant queries to attract these users. Listed below are some strategies for digital marketing that help you attract informational users. To get started, you can use keywords to target informational intent. 

Keep in mind that the search intent of each user is different. It may change throughout their user journey. For example, informational content users may convert into commercial or transactional intent as they browse your site. By customizing your content for informational intent, you can ensure that it is discovered by your audience and can easily rank on Google. When the search intent of your audience changes, you can also tweak your content and reach more people. 

Transactional Intent  

If you’re looking to increase conversions on your website, you must target the keywords that correspond with a user’s transactional intent. This type of search is typically the end of the buyer’s journey and will result in conversion if the user takes a specific action. For example, someone searching for a car will type in “price” or “quote” in search results. This type of search typically has a specific goal and the content should reflect that. 

Navigational intent refers to searches performed by users who have not decided on a product or service yet but are actively seeking solutions. This type of search targets MOF and BOF audiences. Once you understand the intent of your audience, you can optimize your campaigns based on that information. 

Navigational Intent 

The navigational intent of a user is the type of search that is focused on a particular product or website. For example, the user who is looking for a stadium will use a navigational intent when they type in the address. The snippet on the search results page will provide the address without the user having to leave the page. A knowledge panel on the SERP will also provide context, including the URL and phone number. Navigational intent users are looking for information and a specific website or location. As such, having a high ranking for navigational terms is not as valuable unless they are looking for that specific website or location. 

Navigational intent is also known as ‘go queries’. In order to generate high-quality traffic, you should write content that reflects this intent. People typing in specific keywords are looking for specific information. By fitting your content to their intent, you can bring them to your online sales funnel. In fact, it is estimated that up to 10% of all searches contain navigational intent. However, there are a few caveats. 

Commercial Intent  

When creating a content marketing strategy, one of the best tools is commercial intent keywords. These are highly targeted keywords that are intended to produce direct sales. You can use other types of keywords, such as brand awareness and organic SEO, to boost your website’s traffic. Using commercial intent keywords is especially valuable for pay-per-click (PPC) advertising, as they are perfect for bringing in customers who are looking for your product or service right now. 

To start, look for keywords with high search volume and long-tail variations. Then, consider the level of commercial intent behind those keywords. This is not a numerical value, but rather a representation of the customer’s journey to purchase. Once you understand the intent behind each keyword, you can refine your keyword targeting accordingly.