In the ever-changing world of digital marketing, understanding user intent is essential to crafting effective digital strategies that drive ‘qualified traffic to your website and conversions. Historically, digital marketers have depended on simplistic intent models and linear funnels to guide their campaigns. However, as consumer behaviour becomes more variable and unpredictable, these outdated frameworks often fail to reflect the complexities of modern purchasing journeys. Let’s discuss common search intent misconceptions, and potential actions to optimise content and enhance user experiences.
Decoding search intent
Search intent (some people also call it user or keyword intent) categorises the motivations behind a user’s query. In other words, search intent refers to the searcher’s primary goal when typing a query. Digital marketers typically divide search intent into the following categories:
Navigational intent
Users know precisely where they want to go and use search engines as shortcuts to reach specific websites. For example, someone searching for ‘BBC News’ is clearly aiming to go to the BBC website. I do that all the time when I want to know the latest news.
Informational intent
When users have informational intent, they seek answers, explanations, or insights about a subject. Initially, they might not know what exactly they’re looking for, so they may begin by searching for general or high-level information. Queries such as ‘How to make lasagne’ or ‘How to track AI traffic in GA4‘ fall into this category.
Transactional intent
Transactional intent is probably the easiest to explain. Users are ready to take action, often involving the purchase of a product or a service. Phrases like ‘Buy iPhone 16 Pro’ or ‘Best deals on laptops’ indicate a strong purchase intent.
Keyword research tools like SEMrush (go to the Keyword Magic Tool) often categorise keyword intent to help marketers align landing page types – homepages for navigation, blogs for information, and product pages for transactions – with corresponding user needs. Yet, this rigid approach doesn’t adequately capture the nuances of real-world user behaviour.
The myth of the linear funnel
The traditional conversion funnel – awareness, interest, decision – is a widely recognised model in digital marketing. While it serves as a useful framework, it is overly simplistic. Real-world purchasing journeys are rarely linear (in fact, almost never linear). External factors such as recommendations, targeted advertisements, and peer reviews can disrupt or influence the path. Consumers frequently revisit earlier stages of the funnel, particularly for high-consideration (expensive) purchases like cars or home appliances.
Furthermore, today’s consumers use diverse platforms to research and discover products. A user might see a product on TikTok, check reviews on Reddit, watch videos on YouTube and only then go to Google to start a search that may eventually lead to a purchase. Digital marketers must embrace this complexity and design flexible strategies that accommodate varying user behaviours.
Debunking common myths about search intent
Myth 1: Navigational searches only lead to homepages
Navigational intent is often wrongly limited to homepage visits. In reality, users frequently search for specific information related to a brand, such as discount codes or reviews. For instance, users searching for ‘ASOS discount code’ are actively seeking promotions (that’s me every Christmas, lol) rather than the homepage. By failing to optimise for such queries, brands risk losing traffic to external sites offering voucher codes.
From what I know ‘YouTube’ and ‘Facebook’ are the most searched queries on Google, and these are also navigational queries.
Solution: Create dedicated landing pages for common navigational queries, such as discount codes or FAQs. This ensures users find the information they need without leaving your website.
Myth 2: Categories are solely for navigation
Category pages, often called Product Listing Pages (PLPs), are usually seen as navigational tools for browsing website products. However, without additional context or guidance, these pages can overwhelm the visitors. For example, a page displaying dozens of mountain bikes without details on wheel sizes, handlebar types, or intended user expertise can confuse novice buyers.
Solution: Enhance category pages with detailed filters and summaries. Include key product differentiators, such as specifications, use cases, and skill levels, to guide visitors effectively. For instance, a bicycle retailer could specify features like ‘ideal for beginners’ or ‘perfect for mountain trails’. A strong example of a good category page is Decatlon’s mountain bike PLP. The filter on this page gives the visitor all the information needed to segment the products and find the right bike.
Myth 3: Product pages are solely for conversions
A common misconception is that product pages should focus exclusively on driving purchases. Yes, these are the primary pages to drive sales but the visitors may arrive at these pages at different stages of their journey. In fact, if you think about it logically, most people arriving on your product pages are in fact not ready to purchase. Instead, most people arriving at your PLPs are seeking additional information to make an informed decision, and it’s your job to give them as much useful information as possible.
Solution: Enrich product pages with supplementary content, such as FAQs, customer reviews, and instructional videos. For instance, a video demonstrating how to assemble a tent can reassure potential buyers about ease of use, addressing concerns that might otherwise deter a purchase.
Myth 4: Content length equals quality
There’s a persistent belief that longer content automatically ranks higher in search engines. This has led to the creation of bloated articles that bury key information beneath irrelevant details, as seen in recipe blogs featuring unnecessary personal anecdotes and family history (I just want to make a cake, I don’t need to know the history of the pan you are using).
Solution: Focus on purposeful content. Every element on a page should serve a clear function, whether it is answering a question, providing guidance, or aiding navigation. Google’s Helpful Content Update rewards websites prioritising user value over keyword stuffing.
Actionable tips for optimising content for search intent
Engage with customers:
- Consult your customer service team to identify common queries and use these queries to inform your FAQ sections.
- Conduct surveys or use tools like Hotjar to gather user feedback.
Build user personas:
- Develop detailed profiles of typical customers, including their goals, challenges, and behaviours.
- Use these personas to guide content creation and website design (user journeys).
Leverage Google Search Console:
- Filter queries by brand or product names to understand how users find your website.
- Identify opportunities for optimising specific pages based on search trends.
Explore auto-complete and ‘People Also Ask’:
- Use Google’s autocomplete suggestions to uncover related search queries.
- Analyse ‘People Also Ask’ questions to identify recurring themes.
- Tools like Answer The Public and Also Asked can visualise these insights effectively.
Incorporate related content:
- Link relevant blog articles, guides, or videos directly on product pages.
- Use content clusters to connect informational, navigational, and transactional resources.
Streamline content:
- Prioritise clarity and usefulness over length (always!).
- Regularly audit existing content to remove redundant or outdated information.
Adopting a comprehensive strategy
It is necessary to move away from strict frameworks and outdated ideas about how people buy online in order to comprehend and optimise for search intent. By focusing on individual user needs and crafting interconnected experiences, brands can better serve their audiences while improving visibility and conversions. The future of successful digital marketing is to approach each search query as a chance to establish trust, solve an issue, and develop enduring relationships.
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