Various reasons motivate people to search online, whether it’s to find a restaurant, purchase a product, or satisfy their curiosity. By understanding these different search intents and reflecting them in your content marketing, you can achieve more effective results. Today, we’ll explore what search intent is and how you can apply it to your content marketing.
What is Search Intent?
Search intent refers to the reason or goal behind a user’s search. For instance, someone might search for a “pub” to enjoy drinks with friends or look up “SEO meaning” to learn about it. These varied search intents can be broadly categorized into four types.
- Informational Intent
- Navigational Intent
- Commercial Intent
- Transactional Intent
Informational Intent
This is a search conducted to gain information on a specific topic. For example, searching for “the meaning of SEO.”
Navigational Intent
This search aims to find a particular webpage or domain. For instance, searching for “Apple” to locate the official Apple website.
Commercial Intent
This is a search conducted to research before purchasing a product or service. For example, searching for “best tennis shoes.”
Transactional Intent
This search is performed to execute a specific action. For instance, searching for “buy tennis shoes online.”
Microscopic Search Intents
Search intent can be further divided into 12 microscopic search intents.
Informational Microscopic Intent
- Entertainment
- Definition
- Expansional
- Enablement
- Aggregation/Overview
Commercial/Transactional Microscopic Intent
- Comparison/Orientation
- Category/Selection
- Service/Product
- Brand
Navigational Microscopic Intent
- Support
- Location
- Website
Connecting Search Intent with Content Marketing
Applying search intent to content marketing allows you to create more effective content. For example, searching for “coffee” might yield general information, but searching for “Gangnam coffee” will bring up specific coffee shops in Gangnam. This is because Google understands the user’s search intent and provides the most relevant information.
Therefore, it is crucial to place content that considers search intent along the customer’s purchasing journey.
① Pre-Awareness Stage
At this stage, users are not yet interested in a specific topic, so you should offer content that piques their interest. Entertainment content works well here.
② Awareness Stage
At this stage, users begin actively searching for information. Content that provides definitions, expansions, enablement, and aggregation/overviews is needed.
③ Consideration Stage
At this stage, users are interested in specific products or services and start analyzing or comparing them. Content related to comparison/orientation, category/selection, service/product, and brand is necessary.
④ Preference Stage
At this stage, users have a strong interest in a specific product or service. Content addressing commercial and transactional intents is necessary.
⑤ Purchase and Post-Purchase Stage
At this stage, users have decided to purchase. Content supporting navigational intent is needed. After purchase, provide guides to help users make the most of the product or service.
Conclusion
By understanding and applying search intent to your content marketing, you can provide the information customers seek and achieve better results. Deliver content that addresses your customers’ concerns to create positive experiences.
Start creating content with search intent in mind today! Content aligned with customer search intent will lead to increased traffic and conversions.