Introduction: Your User’s Intentions Determine the Success of Your Site
Your user’s intentions determine the success of your site. It is important to know what the user is looking for and what they want from your site.
It can be said that design patterns are now more important than ever before. This is because users have now been trained to use specific patterns that are familiar to them from their everyday lives. These patterns help guide them through unfamiliar spaces and make it easier for them to find information and complete tasks on a website.
Because many of the things we do on digital devices anymore, including using websites, require a different kind of interaction than we’ve had in the past with physical objects, we need consideration for how these interactions work and how people will expect them to work in order to create an intuitive website experience that will engage visitors and keep them coming back.
But to get to your website, your visitors will find you through different traffic channels. One of the most important is the “organic” traffic coming from search engines (mainly Google). And the latter is no exception to the rule: it also manages search intentions as a priority. This is what we explain below
Introduction: What are User Intentions and How Do they Affect Your Digital Marketing & Design Process ?
Understanding user intent is important for a website to function properly. For example, a user might come to a site with the intention of purchasing a product, but if there is no product on the site for them to purchase, they will leave and go to a competitor’s site.
There are three types of user goals:
- Explicit goals,
- Implicit goals,
- And desired goals.
Explicit goals are those that the user knows they want from the beginning – such as buying something off of an e-commerce website.
Implicit goals are tasks that happen as an indirect result from explicit goals – such as saving money by shopping online instead of going into stores because one would have to pay retail prices in store.
Desired goals are those things that appeal to them but they don’t know exactly what it is they want because it could
The user’s knowledge path
As a generalization, we can say that in the vast majority of cases, a user will start a search without knowing his final destination. He does not know what he is looking for because he does not know the semantic field of his need.
A person who needs to hang a picture on a wall does not yet know that he or she is going to have to buy an XYZ brand drill with a precise percussion capacity.
He will complete a course during which his knowledge on the subject will be enriched. And Google will adapt by offering him content structures adapted to his main search intentions.
In Google’s intention of research (also called User-Intent), Google differentiates into five types of search:
- Does the user want to know something?(Knowledge),
- Perform an action (Do),
- Access a certain web page (Navigate)
- Access a certain physical location (Visit in person)
- A mixture of the above intentions (Multi-Intent).
How can we analyze Google’s results pages to understand how these intentions are handled?
Google’s search engine has many different ways of displaying results on a page. Around the two key elements: the list of results and the ad blocks, Google uses more than twenty objects to complete and enrich its results pages.
Some of these blocks are used exclusively for certain search intents.
The sequence of sub-menus proposed to filter the contents also allows to have an idea of the priority of the contents sought by the visitors.
Some elements give you very precise indications on the content objects that should be gathered on your pages. For example, video galleries or “People Also Asked” questions will tell you what you need to deliver.
How Google Search Intends to Provide the Best Experience for its Users
Google has three main goals:
Its primary objective is to serve its customers who are the advertisers. 7% of the clicks generated on its pages serve its advertisers.
Its second objective: is to retain its users: to make them come back … so that they click on the ads
The third objective: is to help its visitors to find the answers to their questions. So that they spend as much time as possible, and that they come back regularly.
Every day Google discovers 15% of new queries. Its artificial intelligence algorithms aim to identify the user’s intention. And then to link the request to other requests already known.
Google’s search algorithms are constantly evolving through the use of machine learning to process billions of queries every day. Google’s artificial intelligence algorithms aim to identify the user’s intention. And then to link the request to other requests already known.
Behind the typology of the intention, the reality on your topic
Once you have understood the broad generalities, you will ask yourself in practice how you can move forward.
Marketing tools deliver thousands of search expressions with their traffic volume.
The success of your strategy will be to correctly target the best intents.
The ones that will be most requested by your target audience. And that will create interactions with your services.
How to Define an SEO Strategy with Google’s New Techniques
As you can see, if you want to rank content in the results pages, you need to understand how Google creates these “search intents”.
Basically, these are the intentions of your visitors. But in the end, it is the algorithms that analyze them and make the association between the pages and the users’ requests.
You need to understand how Google assembles lists of phrases around an intent. These phrases have two main forms: they are keywords and questions. With the advent of mobile, voice queries are longer and literally phrased as questions. Google uses a PAA block (People Also Asked) that lists different search questions with a short excerpt and a link to the cited article.
First conclusion: writing an SEO text (which is intended to be ranked) is no longer done on a single keyword.
You can have a leading keyword but it will necessarily be associated with a list that may have several hundred members. A real tribe!
Now you’re wondering if you should put hundreds of keywords in your text. We will come back to this in another article.
Conclusion: The Importance of Defining User Intentions in Your SEO Strategy
Before rushing to the lists of keywords that you will find in all SEO marketing tools, you must start from your personas.
Clearly establish their profile, their needs and the path they take to find the answer to their needs.
Based on the main topics, then you will be able to select your lists of expressions.
To massively analyze the intent groups, you will need the help of a dedicated tool like the one proposed by MITAMBO INTENT CLUSTERS.