Google introduced zero moment of truth (ZMOT) in 2011; it is the moment a user interacts with a brand before making any decision.
In 2019, it is necessary to make sure that your business and website is in front of user’s eyes whenever they are researching the product you offer. Your company name needs to be “top of mind” when they are ready to press the “buy now” button.
But how to find what type of content you need to appear at various stages of the buying cycle?
This is when User Search Intent comes in.
What is the search intent for SEO?
Search Intent is crucial for SEO Campaigns for a B2B and B2C business. Search intent is known as the goal of a user using a search engine. The search intent is of three types:
- Navigational Searches
- Transactional Searches
- Informational Searches
1. Navigational Searches
Navigational searches are the simplest to understand and need little optimization.
These are the searches when the user has a target in mind (sometimes a well-known website or a product), and there is only one search term that they are likely to require.
2. Transactional searches
These are the searches when the user is ready to purchase. This will be related to the products on your website.
If I return to Paperless business cards example, you might find queries that look like this:
Search Queries Eg,
“Best paperless business card under $3.”
When you first start to optimize your website that’s when you should focus on adding queries that will let the user give priority to you over an informational search.
3. Informational searches
These are generic searches.
These are done by users who want to study a topic and are not expected to convert yet.
These queries might be:
With Google showing “People Also Ask” queries in the search results, it is simple to identify and capitalize on these phrases.
These are the queries you want to rank for. But the chances of conversion at this stage of users’ journeys are very less.
Having this type of content on your website allows you to be in front of users from the beginning of their journey.
When you rank for these types of queries, you place yourself where your competitors are not.
Nothing is guaranteed but, the more the content you optimize for such queries, the higher chances to get to the coveted spots in search result pages.
How to Incorporate Search Intent Optimization Into Your Content Marketing Strategy?
Your best chance is to think about what users search for when they have a strong intent to buy products or services. If you have access to Google Search Console, navigate to “performance” → then to your top-converting pages → then filter by “queries”:
If that’s over your head, you can usually make content targeted to these high commercial intent keyword
- Buying related keywords, e.g., “buy” or “quote.”
- Contact related keywords like “contact,” “call us.”
- Comparison and pricing terms like “paperless business card reviews,” “how much a paperless business card cost,” or “cost of a paperless business card.“
- Location-specific keyword modifiers like the city, state, or zip code
When you get the ability to connect dots between the answers google gives and a buyer’s intent, No one can stop you from ranking better and as well as offer the best version of your service or product.