How Does Search intentionality Affect SEO Ranking?

SEO is one of the aspects that seek all those who want to have some relevance on the internet. If we have a blog or online store, it will be obvious that we want to reach a greater number of readers and of course, if we have a business, we will seek to reach as many customers as possible. With good web positioning, we will achieve greater relevance on the internet, appearing earlier in user searches and getting our product to position much better. The objective of every entrepreneur, therefore, will be how to improve their positioning in order to achieve a greater market share.

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To achieve a good SEO positioning, there are many factors that must be taken into account, such as content marketing, page design, keywords … but nevertheless, one of the most overlooked many times, because it is somewhat more confusing or complicated to understand or implement, is the intentionality of the search by the users.

Knowing the search intent

We understand search intent as what a user intends to find when conducting a specific search on the internet. In this way, you are trying to reach a certain goal and for this, you enter a series of words through which you intend to access a certain type of content.

In order to offer a better and more complete service, Google will try to return to the user all the search results that it understands that may be more useful with respect to the specific search, taking into account the keywords that have been entered or the associated concepts and is, Therefore, to be more effective in your answers, divide these results into three different search intentions.

These intentions differ a lot from each other and can be:

Transactional if the user wants to buy something or download something through the internet.

Informational if all you want is information about the topic you are looking for.

Navigational when the user is looking directly to reach a specific page.

With all the number of web pages that can be related to the subject, the task is not easy and that is why our responsibility to consolidate our content on the network, is to try to provide Google with the most information about our site so that it may be the result of one of the aforementioned searches. To do this, if we do not have much idea of ​​the matter, the best thing is to have an SEO agency, because they will guide us step by step and we can learn the importance of concepts such as keyword, research or link building and start taking them into account at the time to be creating new content for our website.

The evolution of the Google algorithm

Over time Google has evolved, based on the search criteria of its users and their changes and evolution in the way they search for content, which has allowed it to understand much better the search intentions of its users. In this way, where previously accommodation was sought in Barcelona, ​​Google learned that not only the user was looking for any accommodation in Barcelona, ​​but also that they wanted to find it at a good price and with certain conditions.

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As you can see from this, you get information that goes well beyond what has actually been indicated in the search by the user but in the end, Google ends up returning a series of results that end up being very effective for this. In essence, this would be the search intentionality and from here arises the need to know how to adapt our content to these concepts.

In this way, we have to start thinking about this intention and how Google is going to answer the questions so that our page can have the relevance we want it to have. This goes far beyond the keywords themselves, which were the ones that were only considered in the past, so we have to try to understand Google’s thinking and its reactions.

Define search intentions

In order to be part of all this, we have to know how to define search intentions, try to anticipate what users are really looking for and let Google know that what we have is what they are really looking for.

For this, what we have to do at first is to forget about the main keywords. This search intent does not work in the same way, so the procedure will be quite different.

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What we have to do is focus on what the user really wants to find. In this way, if we have a page where we sell sneakers through the internet, we have to assume if the user is looking for cheap and good quality sneakers or a specific brand of luxury shoes or at least contrary to the latest news, etc.

In addition to this, we have other aspects that may be relevant, such as certain shoes that are fashionable or that, for example, can be related to a concept that today has special relevance, such as “the best shoes to give at Christmas “.

To carry out all this in the most useful and complete way possible, we must organize our entire page so that it is much more accessible to the user. Divide the products by categories so that at a quick glance you can find the cheapest prices, the most modern shoes, or those that are with a special discount for any reason or any other classification that can satisfy different search intentions.

Search intent far exceeds keywords

Once we have seen how it works, it is easy to understand that these keywords by which we intend to improve our search intention, are much more important than generic keywords.

Understanding the search intention of our users will help us to offer content much more adjusted to the needs of our customers and users, connecting much better with our audience, which will also translate into a significant improvement of user signals, like CTR, average time spent, page views, etc.

These search intentions, or also called search intends, are more effective because they are more specific. If a user is searching on Google for billboards, surely what they are looking for is the movie billboard in their locality.

To do this, we have to know how to connect our content with this intention, where aspects such as “cinema” that is not included in the search or the user’s own location will be taken into account, which will be where they are interested in carrying out said search. . The page that best suits these Google demands will be the one that can display its results more easily.

In short, and as an advice, putting yourself in the user’s shoes is a good exercise to better understand your search criteria and try to offer what users are really looking for, after a deep analysis of correlations between search terms and intentionality, Together with the generation of SEO content optimized in detail, they will make our pages climb positions in Google results dramatically.

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