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The user intent behind the keywords you’re trying to rank for can greatly facilitate your overall SEO process and what your SEO strategy will be. Search engines exist to enable internet users to get results that are relevant to their search. A good SEO strategy is based on understanding your target audience’s search intent.
What matters most is user intent
Understanding the ultimate intent of internet users when searching is a key point. The user wants to find certain information, and the search engines use a complex algorithm and analyze a large amount of traffic to decide which results are the most authoritative, according to them, for a certain keyword. Your SEO strategy must take these circumstances into account.
The essential question is how do you appear in the search results, when someone searches for the keywords you are trying to position yourself for? Showing people at the exact moment they have a need is good marketing and a good SEO strategy.
Navigation queries
Queries where users want to be taken directly to a specific web page. With the appearance of Chrome , this type of search is significantly easier. Just typing the name of the site is enough, without having to type “www.” or “.com”. This practice was quickly adopted by other search engines.
When it comes to this type of search, you should pay attention to two aspects:
- This type of search brings a lot of traffic to the brand or business being searched for, so make sure you are relevant to search engine results.
- This is your opportunity to be listed with other related businesses and potentially build brand awareness or even “steal” some clicks.
Information requests
In terms of search volume, these queries bring by far the most traffic. The ultimate goal of these queries is information itself, and almost every business has the opportunity to rank well in this type of search. The point is to identify queries related to the product or services you provide. Then come up with quality content that provides information about the specific topic being searched for. This will elicit positive reactions from the audience you want to introduce yourself to. This will also affect your good positioning in the search results.
An opportunity to generate traffic to the site, build credibility and trust of users and use it in the later stages of the sales funnel. Most will not be ready to buy your product right away and that’s OK. Make sure you build your brand so that you are the first thing on their mind when they decide to convert.
Commercial or transactional inquiries
This type refers to queries that refer to a direct action that you would like the user to take.
These queries can range from obvious searches – such as “dentist” – to those that are general and have a research character, such as “the best restaurant in Belgrade”.
Keywords of this type are very competitive and therefore quite high priced. Therefore, concentrate on helping your website visitors achieve their goals.
Ambiguous keywords
A good number of queries and keywords do not clearly indicate the intention of the Internet user. Take “SEO” for example. If a user types this keyword as a query, what exactly is he looking for? The definition? The agency? Maybe a tutorial?
When the intent is not entirely clear, Google will display a combination of results that covers a wider range of possible answers . It will try, based on your search history, interests and queries, to offer you those answers that it assumes would be most relevant to you.
Content strategy and understanding intent
Of course, it is not always easy to distinguish between these three types of queries. Often the first impulse can deceive us. Therefore, it is necessary to carefully research the keywords that we are targeting and review the results that Google throws up for a specific query. In this way, we will gain a better insight into how Google sees the user’s intent for certain queries. This can help us put our SEO strategy on a good foundation and make the process much easier.
Attempting to position content where the intent of our message is different from the intent of the user is doomed to failure. Creating content that ranks well and converts customers requires a crystal clear understanding of the web searcher’s intent.
When we understand the intentions and needs of potential clients, we can create quality content or revise existing content.
If you know the answer from the title of our text and what is the ultimate intention of the user, it will be much easier to optimize both the content of your site and all the advertising campaigns you will implement. Our team of experts is here to help you in every step of designing your online presence strategy. Contact us today.

Made by Nebojša Radovanović – SEO Expert @Digitizer