The art of using search intent for better SEO

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On the themes : Semantic SEO and SEO On Site


Search intent is increasingly important in SEO.

The world of web referencing has continued to evolve over the years, and with it the techniques for achieving good search engine positioning have also undergone many changes.

One of the most important trends in SEO is to take into account search intent, which is now a key factor in improving content strategies and increasing online visibility, particularly on Google.

search intent in SEO

Understanding search intent

In order to determine what type of content to create or adapt according to the search intent, we first need to understand what this notion covers and how it manifests itself in concrete terms.

Once reduced solely to a list of keywords, today search intent is marked by the wishes of Internet users when they make a query on their favourite search engine.

This means not only understanding their expectations, but also their deeper motivations, so that we can respond appropriately with appropriate content.

The different types of research intentions

Generally speaking, there are four main categories of search intent:

    • Informational Internet users are looking for specific information on a given subject, whether for information, learning or to solve a particular problem.

    • Transactional : This research intention is characterised by the desire to buy a product or service online, either immediately or after comparing available offers.

    • Navigational The user wants to access a specific page that they already know exists, so they use the search bar to find it quickly.

    • Local Lastly, it can also be a search carried out with the aim of finding practical information about a place or business that is geographically close to the Internet user.

Of course, these four types of search intent are not exhaustive, but they do cover most of the situations in which users formulate queries on the Internet.

The impact of search intent in SEO

Now that we are aware of the different intentions that can drive web users when they are searching, it is important to talk about the direct consequences that this can have on natural referencing. As you might expect, incorporating search intent into your SEO strategy has a number of advantages:

  • Content that better matches user expectations To stand out from the crowd and appeal to as many people as possible, you need to prioritise topics that are relevant and in line with the main intentions of web users actively seeking this information.

  • A better response to the issues raised By tailoring your content to the search intent, you increase your chances of responding effectively to the problems raised by users, who are more likely to consult the site as a reliable and useful source.

  • A better rate of conversion for sites e-commerce Transactional intentions are a crucial element in online commerce, and taking these requests into account will help you optimise your product catalogue and facilitate sales on your website. website.

Search intent and search engines

It is important to note that the search engines themselves are attaching greater importance to their users' search intent. Google, in particular, has developed specific algorithms to better understand this intention in order to refine the results proposed when a search is carried out.

This means that good positioning in the results of queries will now depend to a large extent on the relevance of the content proposed in relation to the intention expressed. So if you want to improve your SEO performance, it's essential to place search intent at the heart of your content and SEO strategy.

Putting adaptation to research intentions into practice

There are a number of tips and steps you can follow to optimise your site and reap the full benefits of taking search intent into account:

Analyse existing keywords and their relevance

The first step is to take stock of the keywords used on the site and how they match up with search intentions. To do this, you need to draw up a list of the keywords currently being used and then highlight those that correspond to the main search intentions for their respective themes.

Rethinking your content strategy

By putting this new approach, centred on search intent, into perspective, it becomes possible to create or readapt content accordingly. This restructuring can take a number of different forms, such as :

    • Reword titles to correspond to more targeted questions
    • Clarify the information presented on pages to meet the expectations of Internet users
    • Separate certain subjects that are too broad into several articles, each specialising in a specific area.

Optimising the technical aspects of SEO

Finally, the technical elements of SEO should not be overlooked, as they also help to improve ranking performance. So make sure you have meta tags (title, description) and URLs that accurately describe the content is just as important for satisfying both web users and search engines.

To sum up, taking search intent into account in your SEO strategy means that you can guarantee better targeted content that meets the expectations of Internet users, while optimising your search engine positioning.

And combining this essential notion of search intent with the other SEO techniques already applied is undoubtedly the best way to reap the full benefits of good web visibility and performance.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs.
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