Understanding the intent behind the keywords you are trying to position for, can ease the overall SEO process and what the SEO strategy will be. Browsers exist to allow Internet users to get results that are relevant to their search. A good SEO strategy is based on understanding the intent of your target audience when searching.

Understanding the ultimate intent of Internet users when searching is a key point. The user wants to find certain information, and the search engines, through a complex algorithm and analysis of a large amount of traffic, decide which results are the most appropriate for them, for a particular keyword. Your SEO strategy must consider all of these circumstances.

The primary question is how do you exactly appear in search results when someone searches for the keywords you are trying to position for? Displaying at the right time when audience has a need is good marketing and good SEO strategies.

Navigation Queries:

Queries when users want to go directly to a particular web page. With the appearance of Chrome, this type of search is significantly simplified. Just type in the name of the site, without having to type “www.” Or “.com”. This practice was quickly adopted by other search engines.

 One should pay attention to two aspects:

  1. This type of search brings a high traffic flow to the brand or business that is being searched, so make sure you are relevant to search results in search engines.
  2. This is your chance to be listed with other related businesses and potentially build brand awareness or even “steal” a click.

Informational Queries:

Regarding the volume of searches, these queries bring convincingly the most traffic. The ultimate goal of these inquiries is information itself, and almost every business has the opportunity to position itself well in this type of search. The point is to identify the queries relating to the product or services you provide. Then you create quality content that provides information about a specific topic being searched. This will trigger the positive reactions of the audience you want to present. Consequently, it will also affect your good positioning in search results.

This is a great opportunity to generate traffic on the website, build credibility and trust of users, and use it at later stages of the sales funnel. Most will not be ready to buy your product right away and that’s OK. Make sure to build a brand so that you are the first on mind when they decide to convert.

Commercial or transactional Queries:

This type refers to queries relating to the direct action you would like the user to perform.

These inquiries can go from obvious queries – a dentist – to those that are general and have the character of research, such as “the best restaurant in New York”.

The keywords of this type are very competitive and therefore fairly high prices. Therefore, focus on providing help to your website’s visitors in achieving their goal.

Ambiguous keywords:

Much of the query and keywords do not show the clear intention of Internet users. Let’s take the example of “SEO”. If a user typed this keyword as a query, what exactly is he looking for? Definition? Agency? Maybe some tutorial?

When the intention is not clear, Google will display a combination of results covering a wider range of possible responses. He will try on the basis of the history of your search, interest, and queries, to offer you the answers he assumes to be most relevant to you.

Content strategies and understanding of intent

It is certainly not always easy to distinguish between these three types of queries. Often our first impulse can fool us. Therefore, we need to carefully examine the keywords we target and review the results that Google casts us for a specific query. In this way, we will get a better insight into how Google sees users’ intent on certain queries. This can help us put our SEO strategy on good ground and make the process much easier.

Trying to position our content where the intention of our message differs from the intent of the user is condemned to failure. Creating a content that is well ranked and converts clients requires a crystal-clear understanding of the intent of the web searcher.

When we understand the intentions and needs of potential clients, we can create high-quality content or improve an existing one.