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Today the term search is no longer associated with Google/Yahoo/Bing.

The search is everywhere.

We use Amazon for products.

We use Flipkart for products.

We use Tripadvisor for travel planning.

The similar way iTunes, Pinterest are among the few platforms people used to search.

Most of the platforms have got search functionality.

So if you use any search platform, there should be an intent behind it.

Suppose you are searching for a product on Amazon; there should be an intent. I mean a purpose behind it?

It could be  product information.

It could be price information.

It could be reviews about the product.

It could be product features like a specific colour.

It could be a discount offer.

Anything there should be an ‘intent’. 

Intent means a purpose behind the search.

So what is the situation that made a user do a specific search?

That situation is called context.

Let’s discuss this with an example.

“Which is the nearest Interior design companies?”

What could be the possible Intent and context?

Context/Intent scenario-1

He/she may be looking for an interior design service for their apartment/house or renovation.

Context/Intent scenario-2

He/she may be the owner of an interior design company, or a consultant wants to get the info about their local competitors.

Context/Intent scenario-3

He/she may be selling their products to interior design companies.

See here; the search query is the same ” Which is the nearest Interior design companies ?”.

But we have a different set of contexts.

So Google use Hummingbird and Rankbrain algorithm to understand the users’ search intent better. You can see Google use rich snippets results like Answer box and Knowledge panel to satisfy the Intent of their users.

There are various types of keyword Intent;

1. Information Intent
2. Commercial Intent
3. Transactional Intent
4. Navigational Intent

What is Informational Intent?

A user is searching for something like

How to make -How to make chocolate cookies?

What is -What is COVID19?

How to do-How to do Yoga Nidra?

You can use Information Intent keywords and content on the Top of your marketing funnel(TOFU). 

2.Commercial Intent

  What is commercial Intent?  

These types of keywords describe the user’s high Intent to take action.

 Buy Intent- Baggit men purse online

Coupon codes- A2Hosting coupon codes 

Deals- A2hosting best deals 2020

Free shipping- Wooden Almera free shipping 

3.Transactional Intent

What is Transactional Intent?

The transactional intent keywords are somewhere between commercial and Informational Intent.

Reviews- Samsung Galaxy note reviews online

Best – Best Android mobile phones for vlogging.

Top 10-Top 10 smartphones.

4.NavigationalIntent

What is Navigational Intent?

The navigational intent keywords are always associated with a specific brand or location or website.

A user is searching for a specific brand name 

 What is Intent-based Search Optimization?

The process of creating and optimizing digital assets based on the various search intent and context to satisfy that Intent is known as 

 Intent-based Search Optimization(IBSO).

How to create relevant content based on the IBSO method?

Follow this method, “AQWF-Ask Questions Without Fear. “

It will give you an exact picture of what’s happening. Later you can use keyword research tools for validating keyword ideas.

What sort of questions do I have to ask?

1. Ask questions related to products or service offerings.
2. Ask questions related to the best performing products?
3. Ask questions about the least performing products?
4. Ask questions related to their happy customers?
5. Ask questions about the buyer’s persona?
6. Ask questions related to the sales process?
7. Ask questions related to the Marketing process?
8. Ask questions related to current leads flow and sources?
9. Ask questions related to team capabilities and strength?
10. Ask questions related to business operating locations?
11. Ask questions related to previous marketing campaigns or efforts?
12. Ask questions related to their pain points or challenges?
13. Ask questions related to their USPs?
14. Ask questions related to their organisational goals?
15. Ask questions related to their achievements and setbacks?
16. Ask questions related to previous agency experience?
17. Ask questions related to their Industry?
18. Ask questions related to their digital assets?
19. Ask questions related to present Marketing strategy?
20. Ask questions related to satisfaction levels?

  Ask as many questions. As I mentioned earlier, it will help you to know the pulse of the business. It will take you a deeper level of understanding of their business.

To whom You have to ask questions?

1. Business owners
2. CEO/CMO
3. Marketing/Sales Heads.
4. Marketing/Sales Managers.
5. In-house sales team.
6. Outbound Tele callers.
7. Sales Teams
8. Customer support teams
9. Customers who purchased products
10. Technical teams

Tip-2

 Analyze SERP(Search Engine Result Page)

Always analyze the search engine result page for a specific query. 

Use Google Autosuggest or Autocomplete.

Google gives you suggestions based on real searches.

These are the actual searches that are done by other users.

Tip-3

People Also Ask(PAA)

 Another place you can look for keyword intent ideas.

Google Q&A

This feature is not part of the GMB. Listen to the questions people asked.

Tip-3 

Relevant Forums and Social Media groups 

Find out what people are discussing on various forums and social media groups.

I hope this blog will help you to understand the basics of search Intent and Intent-based keyword research.

Thanks for reading this blog:)

Saj TK

For SEO Consultancy :

Contact – 9686767963