As a digital marketer, you depend on search engines to properly prioritize and categorize search results based on their authority, extension, and intention. Essentially, if you want your digital marketing efforts to achieve success, you must trust the search engines to understand what users are really searching for and that the search engines will provide the best results while meeting user intent.
All words and phrases are composed of extensions and intentions. Intension is the sematic meaning of a phrase or word. Extension mean the objects the phrase may be attributed to.
Categorizing and ensuring the right results are provided for this require a large amount of data to ensure the most informed decision about a specific search is achieved. Search engines choose the results they show in SERPs in several ways. This includes applying sentiment analysis to content that is on the web, extracting data from the PLA – product listing ad – platform, and reviewing what the competition is using as ad copy for Google Ads bids.
You still have to consider what the intent of a specific search is, which requires you learning more about the search engines themselves. If you want to acquire more data about search intent to improve digital marketing performance, use the tips here.
Begin with Keyword Research
There are four types of intent possible with keyword phrases:
- Navigational: URL specific or branded
- Commercial: Store hours, reviews, directions
- Transactional: Sell or buy
- Informational: How, what, where, when, and why
To begin the process, use a tool to extract a list of the keywords your page is ranking for right now. You can also leverage competitor research along with the list to create your new list of keywords you want your site to rank well for. Once you have a list, segment them according to intent to figure out what strategy to use to achieve the best results.
Extract Data from SERPs
Keyword phrases don’t always identify intent. You can use the search engines to your advantage for additional analysis. You can run the list of keywords through a search on Google while in Incognito mode. Clear your cache first to get unbiased results. Looking at the results for similar keyword groups will help you see why some pages are doing better than others.
Assess Your Funnel
You can log into your Google Search Console and filter by pages to determine the CTR of your best ranking URLs that have been generating impressions. This is going to let you know if your URL, meta descriptions, and title tags are meeting the user intent for specific searches.
The fact is user intent is still something that many digital marketers are becoming accustomed to. As a result, you may need some help. If this is the case, reach out to the professionals. They will ensure you achieve the desired results for your website and that you are meeting user intent for your own site and the sites of your clients.