"SEO strategies are constantly changing and there are a lot of opinions on the best tactics."
However, no matter your industry, the most important piece of SEO creating the ideal match between the searcher and your content. To do this you need to understand the intentions behind a search. There are many ways to do this including creating buyer personas, content analytics, and even customer surveys. These can all be effective, but the simplest way is to look at the search query and think about what the searcher was trying to find.
The three key searcher intentions
To think like a searcher, you first need to understand the three purposes of searching. There can be broken down into:
● Navigational: Navigational is the intent to find a specific website. For example, a navigational query would be something like “Facebook” or “dogs Wikipedia”. These queries are often entered into the Google search bar rather than the navigation bar.
● Informational: Information queries are searches where a user is trying to find specific information about a subject. They can be broad like “dogs” or “social media” or even a question like “how much should I feed my dog?” or “what’s the most popular social media website?”
● Transactional: Transactional queries are when a searcher tends to make a purchase. These can range from exact brand names like “Purina dog food” to general queries like “best dog food”. Often times they include terms like “buy”, “order”, or “purchase”
Once you understand the difference you can effectively target each intent with your SEO.
How to target navigational queries
There isn’t much you can do when potential customers are searching for your competitors with a navigational query. However, you can make sure that you own your own brand name query. You can also target some branded keywords so you come up in the results list in relation to your competitor.
How to target informational queries
Informational queries can be targeted through your content. You can create blog posts that address the specific queries, FAQ pages, and even landing pages with a content cluster. The key to targeting informational queries is to provide customers with the answers to their questions.
How to target transactional queries
For transactional queries you definitely want to make sure that your site ranks. That means creating a strong SEO strategy for every product and service. Tenfold has a great article on how to do this no matter what industry you are in. You can target transactional queries both organically and with sponsored results depending on your company.
Targeting your SEO to searcher intent is just one part of your digital presence. You also need to have the content to match. At ALHAUS, we can help you target all three searcher intents with informational, engaging, and entertaining content. Contact us to learn more!