Content
- What is intent?
- The importance of understanding intent
- Types of intents
- Strategies for businesses
- How to determine intent
- Interesting fact
What is intent?
Intent represents the task or goal that a user aims to accomplish through a search query. This can be searching for information, finding a specific website, or purchasing a product. For example, when entering the query "DNS," the user may have various intents: to learn about the company's history, browse the product catalog, or find store addresses. The search engine Yandex assumes that most users are looking specifically for the DNS website, which is why it appears in the top position in search results. The top three also include the company's page on VK and an article about it on Wikipedia.
The importance of understanding intent
Proper understanding of intent can significantly improve a website's performance in search engines. Search engine algorithms aim to predict users' intentions and provide them with exactly the information they are looking for. When website owners create content with intent in mind, it helps search engines deliver the most relevant results. In response, search engines increase the website's rankings.
Moreover, a correct understanding of intent contributes to increased traffic to the website. If a resource ranks high in search results, it attracts more users. Additionally, by considering intent, one can expand the set of SEO keywords, allowing content to appear for various queries, thereby increasing traffic.
Types of intents
Depending on users' goals, three main types of intents are identified:
- Informational: the desire to learn information about a certain subject.
- Navigational: the attempt to find a specific resource, whether it be a website or a social media page.
- Transactional: the desire to buy, order, or download something.
Sometimes queries can combine several types of intents. For instance, the query "which is better to buy iPhone 14 or 15" includes both informational and transactional intent.
Strategies for businesses
Companies take into account the classification of intents in their marketing strategy. For example, to satisfy the informational queries of their audience, they can create thematic blogs and publish interesting content that addresses potential customers' problems. Topics can range from useful neural networks for marketers to creating content plans for Telegram channels. This not only enhances brand recognition but also attracts a new audience that may become customers in the future.
The Unisender blog, for instance, helps marketers with email newsletters, social media, and other digital tools.
How to determine intent
There are two main ways to determine intent:
- Manually, through the analysis of queries and search results.
- Using specialized software and services, such as "Pixel Tools."
Interesting fact
On YouTube, you can find lectures and video tutorials from professional SEO specialists and representatives of digital agencies that explain how to determine and optimize intent. For example, the Pixel Plus company's channel provides information on how to properly identify intent.