Importance of understanding intent for SEO

In the earlier days, Google, the search engine relied heavily on text data and backlinks in order to make stable rankings through periodic refreshes.

To a particular extent, a lot of SEO is a numbers game. We focus on:

  • Rankings.
  • Search volumes.
  • Organic traffic levels.
  • Onsite conversions.

What Is Search Intent?

Search intent can be characterized as the reason behind a specific search. Why are people searching for something in the first place? Do they have a simple question that needs answering? Are they looking for a website to learn something? Do they want to buy or sell something?

A study performed by the University of Hong Kong segmented search intent into two distinct search goals: users are either looking for information related to the keywords they use or they need more information about a specific topic. To generalize this statement a bit further:

The Logic Behind Intent

That is because these metrics are what we are typically judged by professionals SEO. Clients always want to rank higher and see their organic traffic increasing and, by association, leads and sales will also improve as well.

When we choose exact target keywords, there is an appeal to go after those with the highest search volumes keyword, but much more important than the keyword’s search volume is the intent behind this.

This is a quite important part of the equation that is often overlooked when content is produced, it’s really great that you want to rank for a specific term but the content has to not only be perfectly relevant but also satisfy the user intent.

Google & Search Intent

This article will describe not only the different categorizations of search intent, but also how intent relates to the content we generate, and how the search engines deal with the intent.

Specific users have a narrow search intent and don’t deviate from it, whereas an exhaustive user may have a wider scope around a particular topic or topics.

The search engines are also making strides in understanding both the concepts search intent, Google’s Hummingbird and Yandex’s Korolyov are just two examples of these.

There has been a lot of research conducted into understanding the intent behind a lead or query, and this is reflected by the types of results that Google displays on the search engine page.

Google’s Paul Haahr gave a huge presentation in 2016 looking at how Google returns results from a ranking engineer’s perspective. The same “highly meets” scale may be found in the Google Search Quality Rating Guidelines. Digital marketing company in Delhi, Digital marketing consultant in Delhi, Social Media Marketing in Delhi, SEO in Delhi