Behind every Google ‘search’ is user intent.
A problem (reason for the search), and a
Human being (the user) looking for a solution to satisfy that ‘intent.’
BUT…
What does user intent ‘mean’ (in plain English)
What is the ‘importance’ of user intent (in plain English), and
What are the ‘best practices’ for user intent (in plain English).
Let us dive straight into it and……
Demystify ‘user intent’ using examples!
What is User Intent (with Example)
‘
User intent (also known as ‘search intent’) is the main goal a person (the user) has when typing a query (keyword/s) into a search engine like Google.
Example:
You are 12 years old and it is your first day of high school today.
And you must wear a tie every day or you will be sent home.
You want to learn ‘how to tie a tie’ and NOW.
Note: Nobody else is around to teach you.
User Searches Google with a Particular Purpose:
You are in a ‘big rush’ so click on the first result without thinking much.
BUT…
After reading the:
Steps, and
Checking the images…
You quickly realise this is not the ‘fast’ solution you need.
User Search Purpose is Not Satisfied with First Result Clicked:
So you quickly hit the ‘back’ button on your browser.
Return to the search results and…
Find exactly what you are looking for!
It is a 46 second video (perfect because you are in a rush) and it says it can be…
Done (quickly and easily) in under 10 seconds – Perfect!
User Search Purpose is Satisfied with Second Result Clicked:
And if other users are ‘satisfied’ with this result (like you) then…
That ‘result’ is far more likely to appear higher in Google search results so:
All users can ‘benefit’ from it.
Importance of User Intent (with Examples)
Google’s #1 Goal (why it exists) is to satisfy ‘user intent.’
And this is clear in…
Google’s Search Quality Raters Guidelines (most recent edition here).
Example 1 of User Intent Importance
Google Search Raters Guidelines have a strong focus on user intent.
AND…
There is no need to read the guidelines in full because as Brian Dean states in this awesome guide on search intent:
Google is ‘obsessed’ with search intent (so enough said).
But for those not familiar with the guidelines they are simply…
A rating system (used by Google employees) to rate websites as either:
Good, or
Bad.
That is the ‘guidelines’ (at the simplest level) but for those wanting to know more – be sure to check out this beginner’s guide by Search Engine Journal.
Example 2 of User Intent Importance
Google even breaks down user intent into different areas.
The fact that Google breaks down ‘user intent’ says it all.
Navigational, informational and transactional intent are the 3 main types (as defined above).
And Google breaks it down (as per below) in their guidelines:
Because it is important!
Example 3 of User Intent Importance
And last (but not least) Google published this report:
How Search Intent is Redefining the Marketing Funnel.
That shouts importance
BUT…
Shouts CRITICAL IMPORTANCE even louder!
Because in plain English this report (from Google says) even if your:
Content rocks (and we mean big time).
It will never rank high (in Google) if it does not ‘satisfy’ what matters and that is:
User Intent.
Identifying User Intent Quickly (with Example)
Brian Dean in this complete guide covers best practices comprehensively.
And…
The Complete Guide: How to Identify Intent in Search by SEMrush is an awesome resource for knowing ‘everything’ when it comes to intent.
So no need for elaboration.
But ultimately your very first step (again as Brian Dean points out) is:
Never to write a word (and waste any time) before…
Comprehensively understanding ‘user intent’ for a keyword.
And the best way is:
Not to reinvent the wheel.
Simply go to Google (see example below on ‘deadliest spiders’)
User Searches Google with a Particular Purpose:
And check what is already ranking (in position 1 – see example).
And position 2 (here):
And position 3 (here):
And then:
Read
Summarise, and ultimately
Analyse…
Why (and remember this is both art and science – like Copywriting is) these results are ranking highly for that keyword.
Does it solve the problem quickly?
Does it solve the problem comprehensively, and / or
Does it solve the problem doing both and with a lot of personality?!
Those are always your starting questions but if in-doubt you may need to probe deeper with some more high-level research on the topic.
And while the ‘top 3 results’ will 99% of the time provide the ‘user intent’ answers you need sometimes you may need to dissect:
Other results on the first page.
This may be required where ‘user intent’ is mixed.
For example, where intent is a mixture of ‘informational’ (looking for information) and ‘commercial’ (looking to buy).
Adwords and Analytics discussed in this resource are 2 other great ways to determine user intent.
But for quick and easy remember…
Go straight to the top 3 results in Google (where the money is!)
User Intent Demystified (with Examples) in 950 Words Wrap Up
Google’s #1 Goal = to Satisfy User Intent
Google has created “Guidelines” on User Intent (most recent here)
Google has written “Policy” on User Intent (most recent here)
Enough said.
Because those 3 reasons (and them alone) describe its:
CRITICAL IMPORTANCE.
Fail to address it and potentially waste serious time.
‘Address it’ and be on the path…
To winning any SEO campaign!
That is “User Intent” Demystified in 950 words.
Over to You…
Do you agree or disagree with User Intent Demystified (with Examples) in 950 Words? Or do you believe there is something missing or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.
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Please contact me and let’s have a chat!
