SEO for Business: Understanding User Intent

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As a marketing broker, I need to understand the ins and outs of SEO for business so that I can better vet agencies to partner with.

In my SEO blog posts, I will be sharing these insights with whoever is looking to follow along. In hopes that as you understand SEO more deeply, you come to realize what you can do yourself vs what you need professionals to help with. SEO has many different aspects, and it is not always about something technical.

Today we will be examining SEO and users’ intent. When you look at the different types of user intent, they boil down to three type.

Navigational Queries

This type of user intent is when a customer or client is looking for a specific website. These types of users are high buying potentials for the business they are looking for, and a possibility for you to convert a potential competitor’s customer. yourself vs what you need professional help with.

Informational Queries

These users are typically at the top of the funnel in your marketing campaigns. They are doing research on what they want to buy or learning about certain topics. These types of users are typically targeted by informational blogs.

Transactional Queries

These user are typically in the bottom of the funnel and are ready to make a purchase. Typically the value for this traffic is extremely high.

Why is User Intent Important?

User intent is important to understand as you can map out a user’s journey from learning to purchasing. Without this understanding, you cannot target information or position your brand in the right way.

Let’s talk about some examples. 

Someone searching for “what makes a great noise cancelling headphone”, is in the informational phase of the user intent. As a business, if you know people are searching for these types of keywords, you would create blogs to explain the different aspects of noise cancelling.

Alternatively, let’s say there is a user looking for “best noise cancelling headphone”. This user is likely in the same informational phase but very soon to be a transactional customer. For these types of customers, your business would likely focus on creating a direct landing page to explain why your headphones are the best, with a call to action to buy.

Now that we have an understanding of user intent, one of the best ways to plan content for your website is to create a keyword research chart. Here is an example: 

KeywordSearch VolumeUser IntentValue
Hudson Bay Downtown Vancouver320NavigationalLow
How to pick the right mattress3200InformationalMedium
Buy Bamboo Socks220TransactionalHigh

As you do your keyword research, you will start finding topics that naturally go together and you are able to create content that will be able to target what the user is looking to find. 

Although this is a basic example, this type of understanding is what you begin to think about as you plan a more comprehensive marketing plan.

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Written By
Picture of Behdad Jamshidi
Behdad Jamshidi
Behdad Jamshidi started CJAM Marketing after realizing that most business owners don’t know how to evaluate the value of a marketing agency or assess their own needs. Since every business is different not only in their needs but where they are at in the growth process, it isn’t a one size fits all. In the past 5 years, Behdad (or Bee) has met with and assessed 800+ marketing agencies and vetted them down to a lean 100 preferred partners across all marketing niches. After pairing hundreds of businesses with the right partners, he’s found his skillset lies in the matchmaking process. Featured in MarketWatch, Bloomberg, National Post and the Financial Post, Bee’s unique background in marketing, engineering, consulting, leadership, sales and strategy, has allowed him to serve as the conduit between business owners and the marketing teams they need.
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