Content Marketing Blog mint

Content Marketing Blog

Understanding Search Intent to Create Winning Content

Your Guide to Using Search Intent

Search Intent, also known as keyword intent, is a way to optimize your content to attract more qualified leads through search engines. People search, process, and use the results of their online searches differently based on their goals (whether that is to buy a product or just gain more information). It is, therefore, essential for digital marketers and businesses that use SEO to understand and optimize their keyword usage according to what their target audience usually searches for.

Your mission as digital marketers is to ensure that if your product or service is what the consumer is looking for, their search leads them to you!

Types of Search Intent

To be able to produce appealing content, it is important to understand how search intent operates. If you want visitors, you need to make sure that the keywords and language used in your online content matches what they search for. The MozTeam1 categorizes 3 types of search intent:

  1. Informational intent: These are people looking for products or services. Keywords include:
    • (Product name)
    • How does (product name) work?
    • What is (product name)?
       
  2. Commercial intent: This is the stage when the consumer has decided on the product or service that they require and is now looking for additional information. Keywords include:
    • Best (product name)
    • (Product name) reviews
    • Compare (product name) with (competitor product name)
       
  3. Transactional intent: This is the point when the consumer has reached their decision and would like more personalized information regarding their chosen product or service. Keywords include:
    • Cost of (product name)
    • Order (product name) near me
    • (Product name) in (location)

By integrating keywords that consumers are most likely to use, into your digital content, you improve your chances to draw qualified, high quality, repeat traffic.

Meet Your Customers’ Needs

If your product or service falls into only one of the above search intent categories, then you will benefit from including those relevant keywords in your content. However, as The MozTeam2 mentions, intent-blended sites such as Amazon, Walmart, eBay, and Best Buy are the winning sites as all three types of search intent are available on their pages. The product pages of these large retail websites usually only require their customer to try one search and all the follow-up options that they may need are answered on the same page.

For example, when searching for a specific product on Best Buy, the same page has information such as:

  • Description of the product with its features highlighted
  • Pricing/price range
  • Reviews and ratings
  • Similar products and their pricing
  • ‘People also bought’ – additional products
  • Any discounts on the product or its competitors’ products
  • Whether that product is available online
  • Whether that product is available in your nearby store
  • The option to compare your product with its competitor
  • How to make a purchase

No Longer ‘Go Big or Go Home’; Today, it’s ‘Go Deep or Go Home’

If you’re a small business with limited products or services to offer to your customers just yet, the intent-blended kind of approach that big retailers are using will not work for you. Instead, you should make sure that your customer’s attention is on one or two of your top products or services.

For example, if you’re selling purses but currently have a small collection of 15 purses, make sure your page is as descriptive as it can be for that one purse that the customer chooses. Mention its price, the available colours, a short description, pictures, and an easy and clear way to purchase it. When your company grows, you may adapt to a more intent-blended and all-rounded approach. Imagine that now you have a collection of 500 purses, 200 wallets, and an outerwear section as well. On the page of the purse that the customer is considering, you can have a “people also bought” section which showcases wallets, other purses, or even coats that would match – the possibilities are endless.

Search intent is a way to make navigation for customers easier on webpages by providing most or all the information they would require to make their decision, available in one click. Moreover, by incorporating the keywords that your targeted audience uses to search for their needs, you can optimize your reach. It really is Content Marketing 101!  

MintCopy is an established content agency headquartered in Ontario, Canada. We have a team of dedicated and qualified SEO copywriters. Whether you need fresh content for your website, blog, social media channels, email campaigns, and more, or you need assistance with recycling previously published content, our team is here to help. You can reach us online or call toll free at 1.888.646.8003.

Follow us on Facebook, LinkedIn, Google+ and Twitter to stay updated on the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 12/2/2021 01:02

Deliver Content that Converts

As you understand more about customer behaviour, your marketing efforts can be targeted to help your audience move through the sales funnel. After all, the bottom line for any business or commercial enterprise is making money, whether your content marketing goals are to get hot leads or to build an email list. You probably have a lot of top-of-the-funnel content that is designed to get your audience interested in your products or services. Now the questions is, how do you get that visitor to seal the deal?

Sheetal Pinto - 11/25/2021 06:00

Today’s digital marketing platforms give small businesses many ways to reach out to new customers. But if you’re like most companies, you don’t have an unlimited advertising budget. You want to be savvy about using your marketing dollars. Content marketing is a great way to develop your brand and find new customers, when you’re smart about how you do it.

Sheetal Pinto - 11/18/2021 14:25

Key Content Trends to Consider  

Orbit Media Studios just released its 8th annual survey about blogging and content trends. With responses from over 1,000 bloggers, the insight they gained into the industry can help drive your blogging efforts. Bottom line—blogging is effective, but getting results isn’t easy. You’re competing against over 600+ million blogs to get attention. Here are some of the key findings from the survey that can help drive your content strategy.

Sheetal Pinto - 11/4/2021 06:39

Knock, Knock!
Who’s there?
Olive.
Olive who?
Olive your content!
Your customers may never tell you that they enjoy your content, but you’ll know it when you look at the dashboard and see analytics that reveal engagement. When your audience shares content or makes comments on your site, it’s validation that they like what they see. What makes content good? Can your content scare your audience away? Let’s discuss some dos and don’ts in creating SEO content to make sure it's scary good, regardless of the season.

Sheetal Pinto - 10/28/2021 06:00

Ever tried to read a contract prepared by a lawyer? Did you get frustrated at the legal jargon before you finished the first page? Think of that the next time you prepare website content that is full of your industry’s jargon or tech-speak. Whether you’re writing B2C or B2B content, you need to address the user to engage them with your brand. How can you avoid getting too complex without watering down your content? It’s a balancing act of planning your content marketing to make sure you have a powerful voice while keeping messaging clear and simple.

Sheetal Pinto - 10/21/2021 14:35

When you sell to other businesses, you can’t rely on the same strategies as businesses that sell to consumers. Website content for B2B companies must engage multiple decision makers at various stages along the buyer’s journey. More importantly, your B2B content must present your company’s services in stronger light than your competition’s. So, while you may have a good idea about everything you want to say, it’s critical to find out what your audience wants to know and then ensure they find it on your website, first.

Sheetal Pinto - 10/14/2021 06:00

Imagine putting up a business sign and having the city come along and take it down. Not only that, but then they put up their own sign that advertises your business. Instead of being a Mexican restaurant, you’re now labeled as a Tex-Mex cantina. Think it can’t happen? Google is updating page titles that are displayed in search results. Your SEO content could be replaced with text that Google thinks is more relevant to the user. Here’s what to know and how to avoid getting your titles rewritten.

Sheetal Pinto - 10/7/2021 14:52

On the occasion of Canadian Thanksgiving, we want to thank all of you who have supported MintCopy over the years. As our customers, writers, partners and associates, you have allowed us to continue serving the content marketing needs of various industries around the world. We could never have done this without you, and we count on your continued support into the future. We are abundantly grateful.

Sheetal Pinto - 9/30/2021 06:00

A purchase transaction may happen online or offline, but shopping is definitely a universally online phenomenon today. Every buyer uses the internet to get information when shopping. B2B buyers are no different, regardless of industry. Manufacturers can’t deny the power of content marketing, but many haven’t fully bought into investing in B2B content. Trade shows were expensive before the pandemic. As we come out of the pandemic, it’s unlikely that they’ll make a comeback to their former glory anytime soon. Print magazines and journals are not as relevant as they once were. Your team can’t reach out to every prospect in person. Content marketing can be an important element in your marketing strategy because it’s ready when your customer is.

Sheetal Pinto - 9/23/2021 06:00

LinkedIn was once thought of as just a recruiting channel, but it’s slowly turned into a premier platform designed around content for professionals. To that end, LinkedIn is enhancing features that allow businesses to build their credibility through social content. Companies can now publish longer articles on LinkedIn’s Articles for Pages.