User Intent (Search Intent) – find out the user’s intentions

In today’s digital world, understanding user intent is crucial to success in online marketing. User intent (Search Intent) is what a person typing a search query into a search engine is looking for. Is it possible to predict user intent? How do you respond to them?

What is User Intent?

User intent / Search Intent, or user intent, refers to the goal a user has in mind when typing a query into a search engine, using a user interface or interacting with an AI system such as a chatbot. Recognising user intent is important in the context of positioning a website in search results, as it allows web and content developers to better understand what information a potential user is looking for, and then tailor content to be as responsive as possible.

Understanding user intent is also key in the context of artificial intelligence and machine learning to create effective interaction systems. For example, if a user types in the query ‘weather in Wroclaw’, their intention is likely to be to get information about the current weather conditions in the specified city.

Types of User Intent

User intent can be broadly divided into several categories, especially in the context of online search:

• Informational – the user is looking for information, i.e. asking questions such as “how to cook spaghetti?”, “when was Warsaw founded?” or “what do beavers eat?”.
• Navigational – the user wants to reach a specific website or place. Examples of queries expressing this intention are “Facebook login” or “route Wroclaw-Cracow”.
• Pre-purchase – the user is not yet decided on a purchase and does not know which product to opt for. Example query: “Mobile phone ranking”
• Transactional – the user wants to make a purchase or complete another form of transaction, e.g. by typing “fridge shop” or “smartphone cheap”.
• Local – the user is looking for information or services in a specific location, e.g. “restaurants in Wrocław”.

In the context of interaction with artificial intelligence systems (e.g. voice assistants or chatbots), intentions can be more complex and context-dependent. This does not change the fact that the AI should be able to interpret the user’s intentions in different scenarios, such as booking tickets, asking questions, following instructions, etc.

User Intent and SEO

Understanding user intent (user intent / search intent) is crucial for search engine optimisation (SEO). Understanding it and optimising for it can lead to better results, greater user satisfaction and more traffic and conversions on the site.

Search engines are getting better at understanding user intent. Providing content that accurately answers the user’s query, rather than just containing relevant keywords, can improve a site’s position in search results. For this reason, content should be matched to intent – if it is informative, the user should receive content with the information they are looking for. If it is transactional, you should direct him to a page where he can make a purchase.

This does not mean that keyword selection goes down the drain. They should match the user’s intent, not just match the content. If a user is looking for information on ‘best gaming laptop’, the content should be focused around comparisons and reviews of gaming laptops, not just selling them.

User intent can influence the design of your site – its structure, navigation or user interface. Transaction-oriented sites may need easy access to the online shopping basket and purchase process, while informational sites may need a more detailed menu and navigation system.

User Intent and Google rankings

In recent years, Google has definitely focused on delivering results that match the user’s intent, rather than just literally matching the query entered. Advanced algorithms, such as RankBrain and BERT, are able to analyse queries, better understand the context of the queries and user intent to deliver results that are most consistent with likely intent.

Google’s mission is “To organise the world’s information and make it universally accessible and useful”.

If someone types in ‘best smartphone’, they probably intend to find smartphone comparisons and reviews. Therefore, Google is likely to display pages with such material. For this reason, SEO efforts should focus not only on keyword optimisation, but also on providing content that is as relevant as possible to the possible intent. Remember, however, that Google is constantly updating its algorithms, so your SEO strategy should be flexible and adapt to these changes.

If you want to be high in the search results in 2023, you need to be the most relevant result for the query. Above all, this means creating content that is in line with search intent.

User Intent versus content marketing

When creating a content marketing strategy, it is important to not only think about what you want to communicate, but more importantly what your audience needs. By understanding what the user is looking for, you can create content that they will find valuable. When content responds to users’ needs, they are more likely to interact with it. They may share it on social media, leave comments or subscribe to a newsletter.

By understanding user intent, content can be better matched to search engine queries. This includes choosing the right keywords, but also the structure and format of the content. If the content matches intent, the chances increase that they will take the desired action, such as purchasing a product or subscribing to a newsletter.

Benefits of accurately reading User Intent

Understanding user intent is key to successful online marketing. The better you understand your audience and their needs, the more effective your marketing efforts will be. This can have many benefits, both in terms of SEO and marketing strategy in general. Here are some of them:

• Improved search engine relevance – pages that are more responsive to user intent tend to rank higher in search results.
• Increased user satisfaction – when users find content that answers their questions or needs, they are more satisfied with the experience and inclined to return in the future.
• Higher conversion rates – if a user finds what they were looking for on a page, they may take the action your business desired.
• More effective content marketing – understanding intent allows you to create content that is valuable to your audience, which can lead to higher engagement.
• More efficient use of marketing budget – understanding what users are looking for allows you to better allocate marketing resources, which can ultimately lead to better ROI.

How do you plan your content marketing strategy around User Intent?

The better you understand your audience and their needs, the more effective your marketing efforts will be. Remember that user intent can change over time, so it’s important that your strategy is flexible and adaptable to current user needs and behaviours. Planning a strategy based on user intent (user intent / search intent) requires several steps. Here is a suggestion on how to do this:

Understanding the context of the query

Understanding the context of the query refers to a deeper understanding of user intent, taking into account the context in which the query was asked. This includes understanding why the user is looking for certain information or taking a certain action.

If someone types in the query ‘best place for a romantic dinner in Warsaw’, they want to find a restaurant that has an intimate atmosphere and a suitable menu and possibly a table reservation option. When planning a content marketing and SEO strategy, it is not enough just to consider keywords, but also to consider what a particular user may have had in mind when asking this query.

To better understand the context of the query, you can use a variety of tools and data, such as user research, competitor analysis, search data analysis and observing trends and user behaviour in a particular area. The more you understand the context of the query, the better you will be able to adapt your content and marketing strategy.

Query modifiers

Search intent is often obvious from the wording of the query itself. Here are some keyword ‘modifiers’ that typically indicate a specific type of search intent:

• Informational intent – what, which, how, idea for, what’s, how, who, where, guide, guide, course, tips, examples
• Navigational intent – brand name, product name, service name
• Pre-purchase intention – ranking, test, best, opinions, comparison
• Transactional intention – price, coupon, cheap, price list, shop
• Local intention – name of the city, name of the neighbourhood, near me (near me)

Understanding your target audience

Understanding your target audience and their expectations allows you to understand their intentions. To do this, for example, you can rely on demographic data analysis. It allows you to determine basic characteristics such as age, gender, place of residence, education level or income. It is also worth conducting market research. You can, for example, collect opinions on products, content, purchase experience and other relevant factors that influence user intentions.

It is also important to analyse user behaviour on your website, social media or other communication channels. It provides valuable information about the preferences, interests and habits of your audience. For this, you can use web analytics tools such as Google Analytics to track and analyse this data.

Based on the data collected, you can segment your audience into groups with similar characteristics and intentions. It enables more targeted marketing efforts and better tailored content for each segment.

Keyword analysis

Keyword analysis allows you to identify your users’ intentions and tailor your content and marketing strategy to them. This helps to create more relevant content, provide relevant information and generate more organic traffic to the website. Remember that keywords should be updated regularly to adapt to changing user preferences and needs.

Competitor analysis

See how your competitors are responding to the same queries. Analyse the content published by your competitors, especially in the context of the same keywords you also want to focus on. Pay attention to content types, length, formats, content value, etc.

Identify gaps in your competitors’ content, i.e. topics or questions that have not been fully covered or are insufficiently satisfying for users – if you find them, use them to provide users with what they are looking for. Competitor analysis can also provide ideas for new topics to write about or create content for.

Data analysis

Search engine data, such as Google Analytics, Search Console or data from other SEO tools, can help you understand what queries are driving users to your site and what their intentions are.

Create content tailored to intent

Based on the information you collect, create content that is accurate, valuable and responsive to user intent. Include relevant information, answers to questions, practical advice or inspiration. For example, if it’s informative, a blog article, guide or manual might be an appropriate format. If transactional, it is worth focusing on product pages, offers or reviews. Delivering content in the right format reinforces understanding and meeting users’ needs.

1. Check what type of content now shows up in search results for the phrase for which you are interested in visibility. This could be, for example
   • a product page
   • a category page in an online shop
   • an information page / post
2. Identify the format of the content that dominates the pages that display in the search results for the phrase you are interested in. Examples of formats that can help you understand this type of content ranking:
   • Guidance / dictionary content (ever green content)
   • Blog category / post list
   • News article with time placement
   • Reviews
   • UGC
3. Verify the USPs of the content, i.e. those elements that make the content stand out at the title level, but should also be reflected in the content e.g. when searching for “how do I make a burger?” such USPs in the following search results will be the phrases:
   • best
   • homemade
   • excellent

SEO optimisation

Make sure your content is optimised for SEO – choose keywords (general, specific, as well as long-tail) related to user intent and content topics. They should be naturally introduced in the content, titles, headings and also in metadata such as meta tags, meta descriptions or URLs.

Make sure your content is logically organised and well structured. Make use of H1, H2 etc. headings, create internal links connecting different sub-pages – this helps navigation and increases readability.

Ensure a positive user experience on your site. Make sure it is responsive and adapted to different devices, as search engines favour sites that are easy to use on multiple devices. Optimise your site’s loading speed to ensure a fast and smooth experience for users.

Testing and iteration

Testing and iteration are key elements of a successful marketing strategy. Conduct A/B tests to see which version better matches user intent. Analyse the results and collect data on user behaviour – this can be used to assess which version of the content or element produced better results and better matched user intent.

Adjust your strategy based on the test results. Focus on elements that produce better results and more effectively match user intent. Don’t stop at one test, but continue to experiment to continuously improve your strategy. User intentions can change and different target groups may have different preferences, so test and update your content regularly.

Be open to user feedback. You can collect information from various sources, such as comments, feedback, surveys or customer interactions. Analyse this information and take it into account when iterating and adjusting your strategy. Remember that this process should be regular and flexible in order to adapt to changing conditions and produce results for your brand over the long term.