Importance of User Intent For SEO | Why it is Good For SEO? | Examples

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If we talk about lead generation, then it is the priority for every business nowadays. It is so because the intent of every business is to increase profits and attract more customers to your business. So lead generation is basically a long term strategy involving activities which would nurture and harness potential customers for your business products or services.

Earlier the lead generation was associated with cold calling or sending out online survey forms through email to anyone who has subscribed to a business newsletter or visited a website. While lead generation has been primarily the task of the sales team, it has become a must for them to coordinate with the digital marketing team to broaden its scope. Hence the marketing teams use organic leads, SERP rankings, etc. for leveraging lead generation for revenue optimisation.

While SEO has been an integral part of the digital marketing efforts of businesses to improve their organic traffic and rankings, it has the potential to do much beyond that. Lately, marketers have broadened its scope to include lead generation and revenue optimisation.

The general perception is that SEO is used to optimise the website and its visibility- along with the content online, which enables lead generation in the bigger picture. But it truly doesn’t involve the strategies involved in acquiring new leads and nurturing them.

But with exciting new developments in the online world, like local SEO and mobile SEO (voice search), marketers have been experimenting with SEO to convert these traffic into money. So businesses are testing new waters in terms of lead generation strategies. But what most marketers miss out in incorporating in their marketing playbook is integrating SEO with lead generation.

But with changing trends in SEO, it is important to understand the modern SEO strategies in order to generate more quality leads. One such strategy which has gained momentum in the world of marketing is “user intent”. If you haven’t already heard about it, let us explain it to you in brief

Why User Intent Is Important For SEO?

Here through this post, we shall be discussing in detail about the aspect of user intent, an important part of SEO, and how it can act as a funnel in the sales process and ultimately in driving more quality leads and retaining them.

User intent basically refers to the understanding of what was in the user’s mind when they searched their query in the search engine. Understanding user intent is extremely important for Search Engine Optimization and Conversion Rate Optimization. Why is it important? Google takes search intent quite seriously and displays the results according to the purpose it serves to the user’s query. Hence, if you want to make your website to rank in the top pages and be discoverable by the users, it must be taken into consideration the user intent.

As they say, content is the king, and Google takes it really seriously. It has over 200 ranking factors, and one of the most important ones is how much is the website able to perceive the user intent and satisfy the requirements of its visitors. In fact, most of the signals that Google measures (like Dwell Time and CTR) are based on how much is the website’s content able to retain or interest the visitor. This determines whether the website shall be ranked at the top of the SERP or lost out in the crowd of thousands of search results.

Understanding The Types of User Intent

People might be Googling due to different reasons- it might be to search for the latest fashion trends or to know about the politics of a country. So in order to create a user-centric SEO content strategy for your website, you must understand the intent of your users first. You need to ask yourself: what would the user search for the category of products and/or services I provide. The simplest way to understand the user intent is to Google the search terms which they would type. Based on that, you would be able to determine what type of content the user wants at each stage of interaction with the business.

The user intent can be basically divided into three categories/stages:

  1. Informational Queries:-

This is the first stage or the stage where the user might come in contact with the business for the first time. At this point, the user is just trying to gather more information about the product or service but has not come to the buying stage yet.

For example, a user might search, “DSLR tutorials for beginners”.

  1. Navigational Search Queries:-

This type of search query is basically related to some guides, reviews or tutorials regarding the product or service in which he is interested, It is the content which helps him or her to understand the product or service better, and narrow down the best options for him in case he makes up his mind to buy.

For example, the search query “best photo editing software”.

  1. Transactional Searches:-

 This type of search is related to the stage of buying. In other words, in this stage, the user is ready to buy the product or services.

For example, the user might search, “best photo editing software under $100”.

Why Is It Important To Integrate User Intent Into Lead Generation?

 By now, you must have had an idea about the important role user intent plays in the lead generation strategy of any business. In fact, in order for any online business to be successful, it is extremely important for the marketers to optimize their SEO strategy for user intent in order to ensure that the user gets what they search for- and not anything else.

Earlier the customers did not have many resources available to research about the products or services they wanted to buy. But now the customers have become empowered, with the power of the internet at the palm of their hands. Marketers have to realize that the customer’s journey from “interest” to “intent” can change immediately, with the customer ready to buy their product anytime and anywhere.

Remember, there are about 4 billion Google searches being made every day. And if your website offers the solution to the user’s query, you can appear at the top ranking in the SERP’s. This can provide you with an upper hand in driving more traffic and hence more quality leads. But having great content alone is not enough to generate quality leads. The content for each stage of the sales funnel should be optimized for the user intent and cater to their specific requirements.

Tips Regarding Creating an SEO Strategy For Lead Generation

 If you are learning about the concept of user intent for the first time, and want to implement the strategy into your SEO strategy for optimizing your lead generation, you might be curious as to where to begin and to end the user intent strategy for lead generation. Here we have provided you with some tips regarding how to optimize SEO for lead generation for each stage of the sales funnel:

  1. Prepare a list of keywords relevant to your product or services, For this, you can use tools such as Google’s Keyword Planner, Google Trends, and/or Keyword, etc. A great idea would be to list down your product or services, and the keywords relevant to your industry.
  2. Google the keywords you have noted down in the earlier step. You can use a Spreadsheet for this step and note down the type of intent which the particular keyword primarily affects.

Organize your keywords according to the sales funnel. The keywords which strong inform intent are likely to be at the top of the sales funnel, while the keywords with strong purchase intent are likely to be at the bottom of the sales funnel.

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Anushree Bose is an SEO Executive at Editsoft Digital. She is learning Digital Marketing for the past 2 years. She is passionate about SEO and has a special interest in on-page SEO. Her interest lies in content writing and languages. An avid learner who is currently learning the nuances of on-page SEO.

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Anushree Bose

Anushree Bose is an SEO Executive at Editsoft Digital. She is learning Digital Marketing for the past 2 years. She is passionate about SEO and has a special interest in on-page SEO. Her interest lies in content writing and languages. An avid learner who is currently learning the nuances of on-page SEO.

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