Introduction to Search & How To Optimise for Search Intent
With the growth in mobile usage particularly the use of voice search by users to undertake search, it has become increasingly important that digital agencies and SEO’s working on SEO campaigns focus on the search intent of a user.
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What is Search Intent?
Put simply, search intent is the intention or the reason why the user performs a particular search on the search engine.
Search intent can be broken down as follows:
Action-Oriented: This is where a user is trying to buy or take an action on something e.g. buy a product or join a service.
Information-Oriented: In this case the user is trying to find for information over the internet on a particular topic e.g. Best cameras under $1000.
Navigation-Oriented: This is a search to help navigate a user to a particular place e.g. Go to a restaurant.
How to Optimise for Search Intent?
When developing content for your website you need to have a clear idea of the users intent and the content should be developed around this.
Below is an example of information driven search that a user wants.
Let’s say I want to cook chicken breast in the oven.
I will type in “Chicken Breast Recipes in the Oven” or “Oven Baked Chicken Breast”
So, you can either create a landing page that has been optimised for this keyword with the recipe of a chicken breast that is cooked in the oven.
Or if your blog has multiple recipes of chicken breast you could also create a index page where you have a list of all the recipes with links to the specific recipe pages.
You need to ask yourself the type of questions that a user will want answers for that are related to your product or service.
Think of them as FAQ’s or questions that could a user can potentially need answers to.
Some questions that come to mind are, How long to cook the chicken breast in the oven? What temperature to cook the chicken breast on?
Here is how the landing page for the above search will look like:
Meta Title: Chicken Breast Recipes for the Oven
Meta Description: Healthy & Tasty Chicken Breast Recipes cooked in the Oven. Cooked in Less than 45 Minutes. Cost You Less than $10 for a Family of Four.
H1: A Collection Juicy Chicken Breast Recipes to Suit Any Palette.
H2: Choose From a List of 20 Mouth Watering Juicy Chicken Breast (Oven) Recipes
List your Recipes
H2: Tips and Tricks for Cooking the Perfect Chicken Breast.
H2: How Long To Cook Chicken in the Oven?
H2: Cooking Time for Moist Chicken Breast?
H2: How to Avoid Dry Chicken Breast?
Following this process will not only allow for a better user experience but also help you to rank on search results in the featured snippets section.
More on user intent: https://www.searchmetrics.com/glossary/user-intent/