Search Intent: How Google Segments Search Queries
Google is constantly changing and evolving, making it difficult to keep up with the latest trends in digital marketing. However, understanding how Google currently segments search queries is essential for any marketer looking to create successful online campaigns. In this blog post, we’ll take a look at how Google determines the intent of a searcher and how businesses can cater their content accordingly. So, whether you’re just getting started in digital marketing or you’re looking for ways to improve your current strategies, read on for insights into Google’s search intent segmentation!
Let’s start by answering the question”what is search intent?” In simple terms it’s just the purpose of your search. Searching for something can be an easy way to find what you’re looking for, but not always. The purpose of your searches might change depending on the type or context in which they happen; this means that there’s more than one answer when it comes down defining “search.” Your intent is the most important aspect that Google’s algorithm try’s to figure out.
Google has segmented your search into four types of intents. These can overlap or work together to get you curated results, which is why Google is so good at getting you your answers! Let’s talk about the different types of intent.
The first type of intent is Navigational Intent. Navigational intent means you are trying to find something, for example let’s say you search “Think Tank’s website.” Google read that as “I am trying to find Think Tank’s website” another example is if you search “Where is Walmart” you are obviously trying to find the nearest Walmart so Google takes that search and your location (depending on if you share that or not) and pulls up walmart.com and a Google Map.
The second type of intent is Informational Intent where you are trying to learn more about something. A great example of this is if you search “What is the top social media platform?” I personally did this and this is what Google pulled up:
While Google gave me a significant amount of researches it also gave me other questions people have asked while searching for the same information.
These next two types of search intent often go hand in hand, keep that in mind while we go over them.
The third type of search intent is Transactional Intent. This is when you are trying to complete a specific action. For example, if you search “Buy the new iPhone” you’re telling Google hey I want to buy the new iPhone, where can I get it?
The fourth and final type of search intent is Commercial Intent. Commercial Intent is when you are trying to learn more before making a purchase. This typically is searched before a transactional intent search but can also be a type of informational intent search. I will play off my last example, you want to buy the new iPhone but there is also a new Samsung phone that just launched. You will probably search something like “iPhone vs. Samsung Phone.”
Now why is all of this so important? Well by understanding search intent you can do more effective and beneficial keyword research, rank higher by curating specific content reflecting your prior research. For example let’s say I was only focused on people searching for “Ticonderoga Pencils” after doing research I would see people searching “Best #2 pencils for tests” and “Where to get new pencils”. Those are the searches that would benefit you more than just a general search for the name.
Since now you understand the different types of search intent, it’s time to put this knowledge to use. Understanding what your customer is looking for will help you generate more powerful SEO and content strategies. Are you ready to take your website to the next level?
Contact us today and let us show you how we can help!
