The document discusses search intent, which is the purpose behind a user's search query, categorizing it into four main types: informational, commercial, navigational, and transactional. It emphasizes the importance of understanding these intents for effective keyword research and optimizing content to meet user needs. Additionally, the document provides strategies for analyzing on-site search data to identify trends and improve digital marketing efforts.

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Leading the Horse to Water

3. Search intent(also calledkeyword intent) is the
ultimate goal of the person entering a query
in a search engine.
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What is Search Intent?

4. Informational Commercial Navigational Transactional
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How to group Search Intent
While every query has its own unique intent, there are four basic ways to group search intent:

5. The intent to learn something. These users want to answer
a specific question or solve a specific problem. Searches
with this intent often include words like "how to" or “what
is” or just a topic (head keywords).
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Informational

6. The intent to learn in order to do. These users are
technically looking for more information, but their end
goal is to do (buy) something (a product). So while they
are looking for specific information, they could be
convinced to convert given the right landing page and
content.
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Commercial

7. The intent to go somewhere (online). These users are
looking for a particular website or webpage and use
branded queries.
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Navigational

8. The intent to do something. These users are looking to
complete a specific action. In digital marketing that
usually refers to a purchase, but could apply to list
building, lead generation, or file downloading.
Transactional intent is also known as "commercial intent."
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Transactional

9. Local intent: The intent find results near a specific location. These users are looking for information based on where
they are. Local intent is quite often navigational (people looking to visit a store), but could also be informational
(opening hours, payment forms accepted, etc.) or even transactional (contact by email or click to call, make a
reservation, etc.).
Freebies: The intent to not pay for what they want. These users are looking for a free product or service. Targeting
this intent might or might not make sense for you depending on your business model (revenue vs. monetization).
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Two Secondary Intents

10. Ideally, you will research keywords segmented by topic and by intent. For example, if you have a website selling
washing machines, your keyword research output should be grouped along these lines:
Washing machine, informational intent
Washing machine, commercial investigation
Washing machine, transactional intent
So if you’ve got three washing machine models that you sell, you’ll end up with 9 groups of keywords (3 models x 3
search intents).
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Search Intent in Keyword Research

11. Have you done search intent
keyword research?
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Poll Question

12. The search intent of a particular query can be obvious when it includes words like "buy… now". For other, less
obvious queries, determine search intent by looking to Google.
The search engine gives you the answer right in the SERP.
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How do You Determine Search Intent?

13. Let's take a look at the SERP for a less obvious
informational keyword: backlink building
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Informational Intent

14. Let's take a look at the SERP for this keyword: Baby activity chair
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Transactional Intent

15. Is your website featured in any
of Google’s snippets?
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Poll Question

16. The place to start optimizing for search intent is your marketing personas. These personas should be driving much of
your marketing efforts, but are particularly important when it comes to intent optimization. This is because your
personas should cover:
Customer goals and tasks to complete
Pain points and challenges to overcome
How they use products/services like yours
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How do You Optimize for Search Intent?

17. The best way to learn what questions to answer is to look to the SERP.
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Find the right questions to answer

18. Head to the Performance report in Google Search Console to check which queries people are currently using to find
your website.
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Find existing opportunities

19. The best way to optimize a page for search intent is, simply put, to make sure your content adds value for the user.
Useful and valuable content is:
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Adding value for your users
In-depth
Trustworthy
Authoritative

20. For informational and commercial investigation intent:
Take the question, or rephrase it as the solution ("How to fix a leaky faucet" vs. “Why is your faucet leaking?”), and use
it in the title tag and <h1> tag.
Use <h2> tags to note each step in a process. Describe the steps in the body right after the subhead.
When answering a "what is" question, put the answer in the content directly after the <h1> tag.
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Help machines read your content

21. For transactional intent, your page should be optimized
completely around the conversion:
• Limit links
• Use a visible CTA
• CTAs must use clear and descriptive language
• Use commercial-centric words in the page’s <h1> tag
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Help machine read your
content

22. • SEO Content
• Structured Data
• Mobile Friendliness
• Site Security
• Indexing
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Technical SEO for
Search Intent

23. • Time on Site
• Bounce Rate
• Engagement Rate
• Conversion Rate
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Measure Performance

24. The criteria used to identify Search Intent from a search engine like Google, can also be used to help improve On Site
Search experiences.
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Search Intent for On Site Search

25. Do you run an eCommerce website?
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Poll Question

26. By reviewing what visitors are searching for, and the
terms they are using, you can identify what kinds of
products are in demand and compare this to your
catalog.
Things to look for:
• Brands/Manufacturers
• Sizes
• Materials
• Colors
• New Product Lines
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Gaps in Catalog

27. Most site visitors will use your on-site search just like
they would a Google search. Use this to your
advantage to identify possible marketing
opportunities that you can use for social media,
banners, or even paid searches.
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Expose Marketing Strategies

28. Paying close attention to your on site search data is a
great way to quickly identify emerging trends for your
site visitors. With this information you can leverage
tools like boosting specific results in on site searches
to stay hyper relevant to what your visitors are not
only looking for now, but what they will be looking for
next.
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Identify Trends

29. One other key benefit of researching search intent
captured through your on site search is that once
you've identified trends, you can also better prepare
for them. This isn't just a matter of making sure you
have more trending products stocked, although you
definitely should do that as well, but you can also:
• Create Landing Pages to capture Informational
Searches
• Create Featured Items Spotlights on Homepage
• Merchandise Search Results (i.e. Item
Pinning/Boost Items/Banners)
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Prepare for Demand

30. Understanding Search Intent can also help you with
your core On Site Search relevancy.
• Create Redirects to Curated Landing Pages for:
• Brands
• Categories
• Styles
• Informational searches
• Synonyms
• Field Rankings
• Boost/Bury/Visibility Rules
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Improve Relevancy

31. SEO Analysis Deep Webpage
Audits
Health Monitoring
The existing WooRank website audit SaaS
business helps 2,000 customers per month
achieve higher search rankings in 3 easy steps
Key Data Attributes
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WooRank SEO Analytics
Securityand Privacy
TechnicalPerformance
MobileFriendliness
BacklinksAuthority
EstimatedTraffic
Keywords andTopics SocialMedia Profiles
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32. Hawksearch Maximizing Digital Experiences
The Search Platform
Federated Search across ecosystem
• Leveraging data from thesystems of record
Intelligent Recommendations
• Providing relevantinformationbased onrequest
Reporting and Smart Insights Interface
• Addressing real-timedata drivenresults
Merchandiser Interface
• Allowing Marketeers tomakebusines drivenchanges without
burdening IT
Data Normalization with Search Information Manager
• Semantic query analyzers combined withdata analyzer tocleanse,
normalizeand enrichresults
• ie. Unit of Measure, Sentiment Analysis, Synonyms

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