Search Intent Can Unlock Your Brand’s SERP Potential
Your brand might attract customers for any number of reasons. Search intent, or the purpose that underlies a user’s search, can be slippery to get ahold of – but deepening your understanding of what motivates users to find you in the first place can help you dominate the search engine results page.
Search intent can be just about anything – but I am a fan of this breakdown of common reasons that motivate searches:
- Seeking information. Many searches want the answer to a question. The SERP will likely show an instant answer or “people also ask” panel when the search engine captures an informational search.
- Seeking a specific page. Users will often look to navigate to a specific page on the web using a search engine. Site links that are the first branded result on the SERP show up prominently in navigational searches.
- Commercial searches. These might include searches to compare products or research alternatives to a known product. SERPs feature reviews and Google Shopping ads in response to commercial searches.
- Transactions. These quick searches reveal the intent to go ahead and buy something on a website. Transactional searches show up in the SERP with shopping ads.
After running some competitive research to see how the SERP treats other brands in your sector, the key to aligning your site with user intent is to build a keyword plan. Be sure that each keyword and long-tail you use aligns with specific user intent, and run functional tests to see how well different keywords perform. If your brand is eager to move up in the SERP, in touch. ASTRALCOM’s comprehensive SEO strategy and content marketing expertise can move the needle on customer acquisition and digital performance.
