Understanding the intention behind a user intent searching for your product

  • Nuno 
describing User Intent

On this week’s blog, I am going to talk about the importance of understanding the search intent  of your potential customer when they’re looking for a solution to solve a problem in their lives .

Most people will visit a business website, when that site has the answer and solution for something that they searched for online

I would like to share with you an example about my own personal experience during this week when I searched for a dentist in my area and compared the prices, all after having identified a problem I had in one of my teeth.

What is user intent?

User intent is the study of the main intention a person has when they Google something. SEO professionals look at the results page and try to figure out why is Google showing those type of results and what people are looking for.

What is someone looking  for on Google search when they type in, teeth whitening clinic vs  teeth whitening kit Amazon?

If you perform these search queries in the UK, you will notice that the results are completely different.

For teeth whitening clinic, you will see the google Maps appearing at the top of the results and showing different clinics near you or in your city, this is a “Navigational search intent”. Someone is thinking about visiting a clinic close to them.

For teeth whitening kit Amazon, all results showing are from Amazon and also Google Ads. This type of search intent is called transactional intent, someone is looking to buy whitening kits.

Why understanding the user’s intent is so important?

I hope you work in the dental industry or you have dentist friends, because what I am going to share could be of great value to you in understanding how your patients think, and in what type of user intent category are they when looking for a specific dental solution!

For the last few months, one of my teeth had been troubling me and I noticed a small hole forming in the middle of the tooth.

I thought to myself I need to see a dentist but I couldn’t define what it was that I had on my tooth. So out of the blue, I thought about tooth filling, and went to Google and searched tooth filling.

Most of the results showing on the results page were about information about tooth filling. 

Which I discovered that it was a solution for a cavity in the tooth (a hole that has formed in your teeth)

Then I did another search and typed tooth filling price, I wanted to know how much it would cost to treat it, and lastly I searched for dentists near me, in an instant the Google map showed and I could see all the nearest dentist close to me.

In the simple example I conducted the 3 dominant types of a user intent when searching for a solution for a problem they have.

What are the 3 types of intent?

  1. Frist people search for information relating to a specific problem they have, sometimes they can’t describe what it is and they will type different queries until they found what they are searching for, in my case tooth filling.
  2. After they know what it is they have or the problem they need to fix, the search intent moves to who best can help them fix it and how much will it be. The patient or customer starts comparing different options before finally choosing one. This is the transactional or commercial intent 
  3. The third one is navigational intent when they search for a business place plus a suggested location, such as dentists near me.
Search Intent Keyword Example

Image source: ahrefs.com

How do I optimize my website content for user intent?

My intention when writing this blog post was that it would reach out to small business owners and help them to understand or beware of the importance of user intent, of the phrases people use when looking for a specific business.

One way to optimise your content for what people search for in your region or country is by asking your clients or patients about their problems, listen to how they describe what they have and also how would they search for it on search engines.

Then conducting a research on Google to check what kind of content is Google rewarding for a keyword related to your businesses or service.

Lastly, optimising your website content by having your main keyword in your title tag, H1 tag and also by having related words and phrases in your content.

Closing thoughts

If you reading up until this part, it means that you found this content interesting or hopefully valuable to you. 

I hope that my simple examples helped you to realise how important it is to know the reason behind the searches people make to find your products and services.

Thank you for reading!

Until the week
Nuno

For exclusive SEO content check my recent posts.

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