Targeted Search Marketing Based on User Intent

Targeted Search Marketing Based on User Intent

Understand user intent to create more relevant searches that create targeted traffic.

When users search for items on Google, the intent of the search determines the results shown. Although Google is getting better at determining intent, if a search term is not specific enough, Google simply throws out results for several potential intentions. Users then refine their search times to narrow down what it is they seek. The more specific a search, the more clear the user’s intent becomes – and the more likely that user becomes to actually make a purchase from the links found in that search. Web marketers should use the understanding of user intent to create greater relevance, usability and ultimately trust.

Using Search Intent to Boost Online Sales

For instance, if a user searches for a couch cover, are they looking for slipcovers, pet protectors or what? Google sends back results for several types of couch covers for several sizes, such as love seats, sofas and even sitting chairs. The vagueness of the search term suggests the user isn’t quite sure what type of couch cover is wanted.

After that simple search reveals different types of covers available, the user is likely to enter a more detailed search with the intent of making a purchase. Such a search might say, “sofa and loveseat slipcovers.” Now the user’s intent is clearer. This user is ready to buy slipcovers for both a sofa and a loveseat.

These examples of search intent reveal the importance of using both broad and narrow keywords in your web copy. A user who arrives at your site with a broad term, then arrives there again with a detailed term, is already more familiar with your website and therefore more likely to buy from you.

Using Search Intent to Boost Targeted Traffic

Even if your website is not dedicated to e-commerce, user intent can be used to boost your search marketing results. Getting users to your site under both broad and narrow search terms is a way of building familiarity. The most important part of using search intent is to keep your search terms tightly relevant to the content or services you offer.

Identifying the search terms that will let you take advantage of user intent is easy if you are in e-commerce. Specific product types plus colors, price or other buying points create excellent, highly relevant terms when user intent is clear. For others, a little research is needed.

Use web analytics to determine the search terms that bring users to your website. Look for patterns in these search terms that reveal the intent of the visitor. Use these terms to clarify the relevance of your website with intent-focused keyword phrases.

Let efelle creative help you create stronger leads by understanding user intent for your website.

The folks at efelle are experienced in lead generation, and can help you analyze and capitalize user intent for your web marketing. Use our online contact form, or call 206.384.4909 for a free consultation.