An Introduction To Search Intent

The following points may help you when considering search intent (Search intent is meaning)

• Stop thinking that you know best

How to identify search intent

• what are they looking for
• Intent stages
  • Informational –  why, what , how , who , can you , list of etc
  • Commercial – best, compare, reviews, shop , online
  • Transactional – buy , vouchers, cheap , cost of
  • Local –  near me, local,  actual places

Semantics in search – how are queries constructed

• Start with the query
  • What does the customer want to find
  • Shorter queries leave a lot to interpreation

Lets compare the following query

Version 1 – Can Dogs Stand (ability of a dog to stand)

versus

Version 2 – Standing Dog ( picture of a dog standing)

Think about nouns

• Do puppies dream of electric cats

What do verbs imply?

• Do all dogs love bones
• Dogs lie – ( is that laying down or telling untruths)

Check the syntax

• Whats the order of the words
  • Dogs love versus Love dogs

Intent is not a label it is meaning

• Why do dogs fart
• Best dog food for gassy dogs
• Buy dog perfume online
• Dog toilet near me

Use related searches to form a bigger picture

• This is becoming more important with the increase in voice search

Implied intent by organic results

• Good dog – could be
  • dog walking services
  • travel crates
  • leads
  • food
  • etc

What stories are the SERPS telling you

• Search Engine Results Pages
• Understand the competitive landscape
• Create intent specific content – Term / Related / Intent
• Every keyword should have its own intent

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