Search marketing and consumer intent are two concepts that go hand in hand and if worked correctly help to achieve excellent results in capturing leads and increasing the conversion rate.
But, do you know exactly what each one of them is and what the real importance of the consumer's intention is? In this post, we address these questions. Follow along and understand how search marketing and consumer intent can improve your online results.
What is search marketing?
Search marketing is a digital marketing strategy aimed at search engines, applying techniques to achieve the best possible ranking in a SERP (search engine results page).
It is a vital strategy for companies because it increases their visibility in search results, increases qualified traffic on websites and leads capture, in addition to maximizing the conversion rate.
where is the organic and paid result in google search - 2
Organic ranking vs paid ranking
To achieve these results, it is possible to work with two tools: SEO (Search Engine Optimization) and sponsored links (Google Ads, for example). In both, consumer intent is an important factor.
What is consumer intent?
After all, what is the consumer's intention, especially when talking about the digital universe and the use of search engines, such as Google? Simple: whenever the user does a search, he has an intention, such as answering a question or solving a problem.
It is precisely this purpose that is the intention of the consumer. Search engines seek to interpret this intention and prioritize pages that best meet this demand in their results.
Therefore, the achievement of the search objective, that is, when the user's needs are met, is an important ranking factor used by search engines.
Types of consumer intent
types of consumer intent at the time of search
The 3 types of consumer intent
Essentially, there are three types of consumer intent, all with different characteristics and knowing them helps to develop more effective search marketing actions:
navigational intent
This is the alternative in which the user wants to find a specific site, product or content. In this case, he knows exactly what he wants and where he wants to go. Therefore, it is an objective intention.
To have a good ranking using navigational intent, just use the brand name, product name, slogan, among other factors as a keyword.
informational intent
It is the alternative in which the consumer seeks information, usually to clarify doubts or solve problems. Interestingly, it is one of the main bases of inbound marketing strategies, making it possible to create more assertive content.
In general, content that addresses tips, how to do it or what something is, among others, is considered material that works with informational intent, adding knowledge to the reader.
transactional intent
Alternative inherent to the purchase journey, when a consumer has already decided on a purchase and seeks information to effectively take the action with more security and better cost.
The transactional intention is the one that has the greatest chance of converting into sales, because when consumers do this type of search, they are only evaluating prices and better purchase conditions.
Why is consumer intent important?
In search marketing actions, understanding Email Marketing Database and working correctly with the consumer's intention helps to have better results in ranking, lead capture and sales, because the right audience is more assertively reached at the right time, meeting their needs.
Understanding consumer intent allows you to produce relevant and optimized content that respects different stages of the funnel and makes your SEO and sponsored links strategy more effective.
Hence the importance of knowing and working with the consumer's intention in search marketing actions: with it, the chance of achieving the expected results is greater, including return on investment.