Almost a decade ago, Google termed a phrase Zero Moment of Truth. This phrase was termed after Google recognized how consumer behavior was changing in the online world. It is the moment between the stimuli that makes the users aware of the products of the company.
In 2019, advertisers need to ensure that their business and website are in front of the users at the time that they are researching the products sold by the company. The brands of the advertisers need to be at the vanguard of the minds of the users while they are ready to press the “Buy Now” or “Add to Cart” button.
But how to determine that, what kind of content the advertisers need to produce to appear at the different stages of the buying cycle?
This is where search intent comes in handy and provides us with the necessary details for the same.
What is Search Intent for SEO?
Search Intent is very crucial for a successful digital marketing campaign to run on the website:
There are three different types of search intents, namely:
- Informational Searches: These are the searches which are conducted generically.
They are probably done by the people who want to learn about a particular subject and are not expected to convert to sales yet,
The queries might seem like these:
- “How to clean ovens?”
- “How do I clean my oven naturally?”
- “Fridge freezer sizes”
With Google showing highlighting “People Also Ask” queries in the Search Engine Results Pages, it is easy for the advertisers to identify and take advantage of these keywords or phrases.
Although the probability of conversion at this point in the journey of searchers is at its lowest, answering these queries might end the advertisers up on top SERPs.
Having such sort of content on the websites provides the advertisers with the opportunity to put their brand or site in front of the users at the start of their consumer journey.
Eventually when the advertisers consistently rank for these types of queries, they would be able to placetheir business where the competitors are yet to reach.
With Google showing more featured snippets and other SERP features, advertisers could increase their organic footprint while also serving their potential customer’s needs.
There is no sure shot formula for ranking the sites higher, but if these practices are formulated then, there’s an increased chance for the advertisers to have higher ranks on SERPs.
- Transactional Search: Transactional searches are made when the user is ready to make a purchase. These are going to be related to the categories or products on the website of the advertisers.
The searches might find queries that look like:
- “Buy washing machine”
- “Best stove for under $1000”
- “[insert brand] coffee machines”
- “Buy [insert product code here] online”
They should also take superiority over the informational searches when the advertisers first start to optimize their site according to those.
- Navigational Searches: Navigational searches are the most convenientto understand and require minimal amount of optimization.
These searches done are when the user has a destination in mind (usually for a well-known brand or website), and there is only one search term that they are likely to require, which is the website of the premium advertiser or brand.