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| What is Search User Intent? |
Search intent can also be referred to as customer intent, user intent, or search query intent. The reason for making an effort to understand the search intention for individual keywords is to better satisfy the readers of the content when writing content with this keyword as a theme, and furthermore, to expose this content to the top in the search results. Understanding search intent is an absolutely critical part of your content strategy and content exposure strategy in search results.
Google has the technology to best understand the search intent of search engine users and is the company that provides the most satisfactory search results based on this. As a result, it maintains more than 90% of the global search engine market share, so it is not easy to disagree.
Based on this assumption, if you interpret that your content gets a high ranking on the Google search results page, if you succeed in ranking first on the search results page, it is evaluated that you have provided Google with the content that best met the search user's intentions. can be interpreted It can also be thought of as the content that actually satisfies the customer the most.
Why is it important to leverage search intent?
Marketers are basically people who know what their customers want and why they need it, so their job is to provide them with the right information at the right time, in the right place, in the right place. Therefore, if the web page containing the message to be delivered to the target customer has a quality that can satisfy the user's intention, and furthermore, from the point of view of the search user's query,
if the content provides information deeply related to this query, Google will raise the rank Conversely, if pages with high bounce rates generate new content and the overall experience is poor, search engines devalue these pages until they match their search intent and provide relevant answers to users.
For good content and content that produces results, it is necessary to predict the search query used by potential readers who will flow into the content you create, and think about what kind of keyword the search query is intended for.
To this end, our company, Ascent Korea, is preparing a service called “Listening Mind Intent Finder” that can be used by many companies by easily identifying various topics and intents of consumers’ interest in search queries. We ask for a lot of anticipation and support.
Now, what kind of intentions can there be in a search intent? In fact, if the search intent is subdivided and classified, the number may come out in the tens or more. However, today I am going to explain the most popular of them. This classification is due to the search intent classification method that is divided into four types in the search theory introduced by Google through the search quality evaluator guidelines. The four are: First, Informational Intent, Second, Navigational Intent, Third, Commercial Intent, and Fourth, Transactional Intent.
Search User Intent Classification
1. Informational Intent
Search Intent refers to a search intent performed by a user because he or she wants to know about a topic of interest. If what the search user wants to know through the search query is simple, in other words, if what the search query asks is a very clear and single answer, provide the answer directly in the #1 position (featured snippet) of the search result,
If a simple answer is not possible, information from several sources is provided in the form of a general search results page. For example, a query such as “Why is the evening sky red?” is a search query with a simple information search intent.
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| What is Search User Intent? |
2. Navigational Intent
Searches with navigational intent include searches performed to find things like the location of a particular Internet site or e-commerce site, or a particular branded store. Search terms such as “Seoul Arts Center homepage”, “Coupang”, “Hometex”, and “Nearby Starbucks” belong to this navigational intent. A user who searches for “KBS 9 pm news” intends to view the KBS 9 pm news, so a link to view this broadcast program is provided in the search results.
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| What is Search User Intent? |
3. Commercial Intent
Search users with commercial research intent are looking for information about a specific product or type of product. Being in the commercial intelligence research phase, those with this intent seek out content in the form of lists, usually referring to multiple products, in the form of reviews, comparisons, ratings, use cases, recommendations, best, worst, etc.
In most cases, it is often confused with commercial intelligence research intent and the fourth type of search intent, “trading intent,” and the biggest difference between the two is whether you are (mind) ready to buy. The intent of a commercial intelligence search is a search without being ready to purchase.
Therefore, the search queries they use usually include “best+[product type name]”, “best+[product type name]”, “most ~han+[product type name]”, “[product/product type name]+[community site/review” Site]+review” , “[region name]+[food type]+[cafe/restaurant/bar]” patterns are confirmed.
4. Transactional Intent
The last type of intent, transaction intent, refers to the search intent of search users who are ready to purchase, and refers to a search conducted with the purchase or contract of a specific product or service in mind. Since they have already decided what to buy, they look for the seller to pay, where and when to buy, and the terms and conditions. In the search results of these search queries, the content of the simple information delivery type is hardly exposed in the search results, and sales sites occupy most of the search results. Examples of this search intent might include queries such as “Galaxy S21 256G Pink Gold”, “iPhone 13 Pro price”, “Kiehl’s Facial Fuel 200ml”, and “Volkswagen Golf 2021 new car discount”.
Search Intent Secondary Signal Keywords
Another important thing to consider along with the classification of search intentions is the search intention auxiliary signal keyword. Among the representative search intent auxiliary signal keywords, “best”, “best rated”, “cheap”, “cheap”, and “reasonable” are included.
Secondary signal keywords are words that people add to their search queries when they use a search to find more relevant search results, including adjectives, verbs, questions, resources, slang, shopping terms, and words that may bring more relevant results. are included So, within the search query, these auxiliary signal keywords serve as modifiers of the search intent. In a general query, one word or two or more words are combined and used as an auxiliary signal keyword.
Search intent allows us to understand the topic and context of the search user's interest in the end. And it is possible to specify the intention more specifically through the search intention auxiliary signal keyword. The four search intention classifications introduced above are meaningful to marketers in that they open a way for them to be utilized in connection with the marketing funnel from the point of view of purchase intentions.
However, in marketing practice, if the classification of search intentions is divided into these four categories, there is a limit to its usefulness. Even if it deviated from the somewhat MECE concept, it is useful to divide it into several subdivisions according to the purpose of utilizing the insights from the search intent.
For example, it is possible to divide navigational intentions into online and offline, commercial information research intentions before and after purchase, and information search intentions into how-to and what-is. Furthermore, the information search intention may be subdivided into whether the intention is to find text information or information in a video format or an image format.
In conclusion, a detailed understanding of the various consumer intentions contained in the search query in the manner described above provides an important frame for better understanding consumers in order to improve marketing performance.
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