Google's drive to deliver quality search results to users has been constantly evolving over the past few years. Google has evolved significantly to provide exactly what users are searching for without relying solely on traditional SEO factors.
Throughout that process, search intent - Search Intent , has become an increasingly important factor, dominating search results more than old SEO ranking factors such as backinks, title tags... of the article. Even Domain Authority is no longer as important as it was from 2010 to 2015.
In this article, I will help you to understand:
9 main types of Search Intent today and how you categorize them
How to apply Search Intent to improve content both provide value to users and win over competitors.
The results of GTV test change Search Intent on the project that is stuck with no growth.
Ok let's find out! The first problem is about search intent – search intent.
The perception of Search Intent has not changed since the 2000s
There are two common ways of classifying search intents that have become very common in recent years.
The first type of classification that most of us know:
Navigation (Navigational)
Information (Informational)
Transactional
This method originates from a 2002 review article by Andrei Broder at Altavista.
Search Intent review 2002 by Andrei Broder at Altavista.
Broder's article defines each type of search intent as follows:
Navigation: The immediate purpose is to visit a specific website.
Information: The purpose is to get some hypothetical information on many different websites.
Transaction: The purpose is to perform some activity on the website.
In the early 2010s, Google started addressing this problem of search intent classification. They introduced the concept of “micro moment” – the moment when user intent is at its highest, and divided search intents into:
I Want To Know (Know)
I Want To Go (Go)
I Want To Do (Do)
I want to Buy (Buy).
Search Intent in the early 2010s
Compared to “Navigation, Information and Transactions”, it seems that this division of search intent of Google is closer to users.
The above two traditional classification systems help newbies quickly grasp the essence of search intent . But in understanding user search intent, they are not really accurate.
Why do I say that, because there are keywords with too broad or overlapping search intent.
For example, like "short-sighted swimming goggles", you would think users want to learn about the concept of nearsighted swimming goggles, or want to buy nearsighted swimming goggles?
SERPs for “short-sighted swimming goggles” have two different intents: learn and shop
Properly identifying the user search intent behind each query is a way for SEOs and Content Creators to deliver better value to users, and improve results, which in turn improves SEO quality. And the importance of SEO I don't need to talk about anymore.
You may not know: Optimizing content according to Semantic Search will help users better understand the article and suggest arising search intentions that users are not aware of.
So how to categorize search intent so that it can be applied to effective content improvement? Let's go to the next part!
How to categorize search intent?
OK, so how exactly do you determine the search intent of any keyword? I'm sure you're thinking this question in your head!
The answer is: Look and analyze the SERP (search results page) returned.
1) Intention to research information
This is the most common type of intent, usually the results returned will include search terms that generate learning and research results such as: Wikipedia, concept explanations, academic examples, very many articles or blog posts, in-depth articles, and other SERP features that help users find answers or aid in diving into a certain topic.
Featured Snippets
Knowledge Carousels form
>>> Related article: Optimize Featured Snippet with 5 easy steps
2) Intent to find a quick answer
A little different from research intent, there are quite a few people who are just looking for some simple concepts or information. They don't want to have to click on a link and study it – they just want a quick answer.
At this time, Google will return search results in the form of definition boxes, answer boxes, calculator boxes, sports scores , etc. and other SERPs with a different version of the answer box feature snippet. As a result, web links will have a very low click-through rate (CTR) on search results.
Weather results – users want a clear answer.
Quickly exchange exchange rates – thanks to being displayed by Google in an answer box
Quick exchange rate – thanks to being displayed by Google in the answer box, has greatly reduced the CTR of other organic results.
Example of a sports score box, when the user wants to know the score quickly
Example of a sports score box, when the user wants to know at a glance what the score is and the progress of the teams to the final.
3) Purchase Intent
Users' intent to buy or research products is pretty clear, so Google tends to show Shopping items and other purchasable features. The search results also return links of familiar e-commerce sites such as Lazada, Tiki, or Amazon… The URL displays the form /san-pham/, or the category / page.
Search intent keyword "new dishwasher"
A number of shopping boxes returned on the SERPs are often a clear indication of transactional intent
E-commerce category page shopping results
More prominent e-commerce product/category pages (besides shopping results) and product review snippets are also signs of transactional intent.
4) Search for Local places
Search results for places in Hanoi
Local packs – sets of location results, geographic markers – have recently started showing up in search results.
The Map Map displayed is the clearest indication of this type of intent. When Google recognizes this Intent type, it will return the Local locations immediately.
In addition, a map will appear in the knowledge panel when someone asks about the location.
Search results in knowledge panel
Map is often at the top of search results, which is an indication of intent to search for a place.
You can see more about how to seo google map offline!
5) Visual search intent (multiple images)
When the user needs to see the image, the SERP will appear in the top 100 results. If these images are in the top 10, this Intent sign is even more obvious.
Or, when the 2 rows of results in the first 10 positions return are sites like Pinterest, then you can conclude this is a visual demand intent that can't be wrong!
Search results for keyword "black bedroom"
The need to view images is clearly demonstrated by the number of images appearing in the SERPs
Image appears in natural result #1
Image appears in the #1 organic result, with the featured image pack being a sign of a strong image intent.
6) Video Search Intent
I originally intended to categorize Video Intent with images as a Visual Intent category, but when I dig deeper into the search results, it became clear that Video is actually a separate type of intent.
Search results for featured videos, thumbnails, and video excerpts are now commonplace. Video is becoming so important that it deserves to be singled out as a standalone Intent.
This video slide is a common sign of video intent
These video slides are the most common sign of video intent we see.
Video thumbnails are a clear indication of video search intent
Video thumbnails are another very clear indication of a user's video search intent.
7) News Intent (News Intent)
When we see the story boxes appear in the top results; or even Tweet/Facebook links about the most viewed items of the days/weeks/months in the results table. That tells us that there is a huge amount of news content generated by this topic.
Top Stories in search results
Top Stories in search results are a clear indication that users are searching for news.
8) Brand Intent
Brand-integrity queries often show up as a brand homepage that links to the website. Like this picture.
Large site links are a clear sign of brand intent.
9) Mix Intent (Split Intent)
This last intent looks like a mixed intent. Split intent appears with queries that don't have an explicit intent.
Vietnamese bread is an example of a basic Split intent
Vietnamese bread is an example of a basic Split intent, as the search results show both local business, knowledge graph, and recent news .
With the keyword Sheldon, it is also a split intent
With the keyword Sheldon, it is also a split intent when the results appear including users who may want to research the program Young Sheldon (this movie is quite good), video clips, TV airtime, information about Sheldon Cooper, etc
So I've introduced you to 9 search intents that are clearly visible from the SERPs. Based on these signals, you can filter the search intent for the keywords you want to target and develop the article with the right components, helping to compete more effectively.
Case Study of GTV SEO
Although I just completed this research recently, I have also applied this search intent classification method to GTV SEO projects, the results have brought many positive signs (that's why I share this research). This article comes to you 🙂 ).
I will show you the results of one of the articles on the topic of furniture – this project applied search intent to the earliest content implementation. Here is a picture of the article's keyword ranking before implementation.
GTV SEO researches keyword sets and intents for important keywords
You can see on February 21, the article only had 11 keywords ranking 1-3 out of 378 keywords (less than 3%). The GTV team conducted keyword research and intents for important keywords.
For example, with the keyword "modern bathroom model", after checking the intent, the content of this keyword is of type Visual Intent.
Search intent with the keyword "modern bathroom model"
Thus, the article needs to provide many suitable images to bring satisfaction and meet the needs of users when searching.
After additional implementation, optimize more images, and improve content by inserting entities related to bathroom themes such as: toilet, shower, lavabo, mirror, lights, doors, Interior materials, materials, etc. are the results achieved by the "modern bathroom model" after adjusting the content to match the type of intent from February 21 to March 11:
Result table after adjusting content to match intent type
Applied with other keywords, the overall result of the URL is as follows:
URL Overall Result – GTV SEO
On March 13, the article achieved 65 keywords ranking 1-3 out of a total of 871 keywords (accounting for 7.5%).
Compared to the previous fortnight, there has been a 4.5% increase in keywords ranked 1-3 in the total keyword - many positive results to be expected.
Therefore, the search intent deep research method based on SERPs to deploy the right user intent content that I guide above is worth a try. Please apply and share the results with me at the SEO Community! If you still have questions, let's move on to the next part…
Frequently asked questions & considerations when defining Search Intent
“How can I not identify the obvious Intent of the Keyword?”
Search intent is always diverse and the way intent is formed is also quite complex.
Users may not know they are looking for a video when they search for “how to tie a tie”, but we can get to the top for that search keyword if there is a video tutorial in the article – After all, it is aimed at user support target.
A user may not know what visual search intent is when searching for “beautiful house painting ideas,” but analyzing the SERPs will help you uncover his or her search intent.
This analysis gives the very important result of understanding what users want and then tailoring your content to include those parts!
“When do I know Search Intent has changed?
When search intent changes, it negatively affects your content. You should be able to spot this problem with other support tools.
If this is the case, you will show that you have lost the top position for a keyword that has been at the top for the past 2 years. Your conversion rate from that page will decrease.
Those are normal things that happen every day in the life of an SEOer. And this is where your content needs to change too!
When that happens, you can sometimes look at the search results and see what's going on (e.g. a competitor with similar content takes your spot).
“How to define Split Content?”
If the SERP of a keyword appears something like
Intentions about news, current affairs
There is a Research Intent sign from Wikipedia, the knowledge graph box.
There is a Visual Intent indication from the video sets and Video, Image Intent suggestions in the navigation.
There is an indication of Place Search Intent from a set of location results in the top 20 results
Well, this is probably one of the most obscure keywords I've ever researched.
“How to handle Split intent”
There will always be search results of the first 10 links showing clear intent on the SERPs so that you develop keywords in the right direction with the user's search intent.
And Split Intent will need an experienced SEO expert to dig deep into user intent to find the main search intent .
But you know, sometimes we still search without any particular intention. So either you choose to do more research or ignore the same intentions ^^!
Conclude
Hope the above article will help you better understand what is search intent. Google is increasingly informative, constantly improving their search engine. Therefore, that's the reason why users can't give it up for their lives.
As an SEOer, we are just like Google. Improve your methods and techniques. With the goal of putting the user at the center, I encourage you to apply the above knowledge that I share as soon as possible. Before being hit too hard.
If you need any further assistance, do not hesitate to contact the GTV team!
Please share your results or achievements when applying new knowledge will be a great source of motivation for me and the team!
Good luck!
What is standard web SEO knowledge today! Refer to GTV SEO's professional SEO courses for detailed knowledge and regular updates.
#gtvseo #gtv_seo #search_intent_la_gi
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