{"id":280899,"date":"2022-03-18T09:29:01","date_gmt":"2022-03-18T08:29:01","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/search-intent-what-is-it-and-what-are-its-applications-in-seo-and-sem\/"},"modified":"2024-12-17T10:49:31","modified_gmt":"2024-12-17T09:49:31","slug":"search-intent-what-is-it-and-what-are-its-applications-in-seo-and-sem","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/search-intent-what-is-it-and-what-are-its-applications-in-seo-and-sem\/","title":{"rendered":"Search Intent: what is it and what are its applications in SEO and SEM"},"content":{"rendered":"\n

The search intent<\/strong> of searches made by people on Google is perhaps the most important aspect to consider<\/strong> in achieving one’s business goals <\/strong>thanks to the Web.<\/strong> In fact, this gives us a wealth of information<\/strong> that allows us to figure out what topics<\/strong> to include in texts, what type of content<\/strong> to choose, and what keywords to use<\/strong> for online advertisements. <\/p>\n\n

But what is meant by search intent? And what are the practical applications in SEO and SEM? <\/em> The experts at Isola di Comunicazione<\/strong> help you answer these questions in the article!<\/p>\n\n

Let’s start with definitions: queries, search terms, keywords, and search intent<\/h2>\n\n

Before we delve into the intricacies of search intent<\/strong> and understand how it can help you perform betterSEO and SEM<\/strong>, it is good to clarify a few terms<\/strong> that we will use within the article. Specifically, we are referring to four<\/strong> basic definitions<\/strong> of content marketing<\/strong><\/a>: <\/p>\n\n

  1. Query<\/strong> – This English word has the meaning of question<\/em> or request<\/em>. So, in our sphere, it stands for the proper action of users querying the search engine in an attempt to discover something. <\/li>
  2. Search Terms<\/strong> – This heading indicates the words actually typed by the user in the search bar.<\/li>
  3. Keyword<\/strong> – Also called keywords<\/em>, keywords are the search terms seen from the side of those who have to create content for the Web. In fact, these are the words on which we optimize a text or use to create paid ads on Google Ads in an attempt to intercept user searches. <\/li>
  4. Search intent <\/strong>– Finally, search intent is the reason a user types something into Google, but also what they expect to find among the answers.<\/li><\/ol>\n\n

    To summarize: a person searching for something on Google makes a query<\/strong> with a specific search intent<\/strong> using search terms<\/strong>. On the other hand, we use keywords<\/strong> to create content or advertisements and try to place them in the SERP<\/strong> (the results page returned by the search engine). <\/p>\n\n

    The four different types of search intent<\/h2>\n\n

    As we have seen, search intent <\/strong>is theintention<\/strong> with which a person approaches a search engine. More specifically, it tells us what they are looking for<\/strong> and where they are in the buyer’s journey<\/strong>. So, clearly knowing it gives us a big hand, because it tells us what information we need to include in our content<\/strong> so that it is useful<\/strong> and valuable<\/strong>. <\/p>\n\n

    However, before we see its practical applications<\/strong> in the world of SEO<\/strong> and SEM<\/strong>, it is good to make some further distinctions<\/strong> and understand what the 4 main types of search intent<\/strong> are:<\/p>\n\n

    1. Navigational<\/strong><\/li>
    2. Informational<\/strong><\/li>
    3. Commercial<\/strong><\/li>
    4. Transactional<\/strong><\/li><\/ol>\n\n

      1. Navigational search intent<\/h3>\n\n

      A navigational search intent<\/strong> occurs when a user wants to visit a specific Web site<\/strong> that he or she already knows, perhaps of a brand that interests him or her. So the search terms<\/strong> he uses are phrases such as “Adidas site,” “Amazon,”<\/em> or “Hotel Marriott Rome.”<\/em> <\/p>\n\n

      2. Informational search intent<\/h3>\n\n

      When the query<\/strong> is generic<\/strong> while focusing well on a topic<\/strong>, the search intent<\/strong> behind it is informational<\/strong>. In other words, the person simply wants to inform himself about something<\/strong> he cares about or is particularly interested in. To give a practical example, a search term<\/strong> such as “U.S. elections”<\/em> falls into this category. <\/p>\n\n

      3. Search commercial intent<\/h3>\n\n
      \"Commercial<\/figure>\n\n

      The third type of search intent<\/strong> is commercial<\/strong> and corresponds to searches that resemble comparative surveys<\/strong>. That is, all those times when a user inquires about the cost<\/strong> or characteristics<\/strong> of a service<\/strong> or product<\/strong> by looking at multiple companies<\/strong>. In this case, the possible search terms<\/strong> are similar to “communication agencies Milan,”<\/em> or “best shoes for the Camino de Santiago.”<\/em> <\/p>\n\n

      4. Transactional search intent<\/h3>\n\n

      Lastly, transactional search intent<\/strong> reveals a person’s desire to make a purchase<\/strong>, contact<\/strong> a business, or even book<\/strong> a table at a restaurant. With a view to increasing revenue, you well understand that these queries<\/strong> are very important<\/strong> for a business. Being able to intercept them means securing-or<\/strong> nearly securing-a<\/strong> conversion<\/strong> and increasing the chances of closing a sale<\/strong>. <\/p>\n\n

      Why search intent is important for SEO<\/h2>\n\n

      Knowing how to recognize the search intent<\/strong> behind searches for given keywords can give excellent impetus to the activity of <\/strong>SEO<\/strong><\/a> we perform on our site. In fact, Google values this a lot<\/strong> when deciding what content to show<\/strong>. Its goal is to get people to find what they are looking for and convince them to reuse its service. The traffic generated convinces more and more advertisers to use Google Ads for online promotion, and the search engine’s revenue soars. <\/p>\n\n

      But what does this have to do with the business of those who have to create content?<\/em> Actually, a great deal<\/strong>.<\/p>\n\n

      To us<\/strong>, who use Google as a tool to reach people, search intent tells<\/strong> us exactly what information to include in our texts<\/strong> to make the search engine rank us high in the SERP. To return to an example given a few lines above, if we are targeting a keyword such as. “best shoes for the Camino de Santiago”<\/em><\/strong>, we will need to include in the article: <\/p>\n\n