Do Search Users Want Specific or General Information?
When users turn to a search engine, they have a goal in mind. As you create your own site and fill it with content, it can help tremendously to understand the intent that these users have at the moment they type in that search. What are they trying to find? How advanced is the search? What types of links are they most likely to click on? When you know what their intent is, you can see if it relates to your site, and then you can optimize based on that intent. Not only does this work for you, but it increases the odds that the users will be satisfied with the results. This, after all, is the goal for every search engine. If they are satisfied, you’ll have longer dwell times, a lower bounce rate, higher conversion rates and higher overall rankings compared to similar keywords used on other sites.
The Two Main Types of Intent
Studies have found that there are two broad categories for user intent when using a search engine. The first is that they are searching for something specific. For example, perhaps you run a company selling guitar amplifiers. They already know that they like your amps, but they want to look closely at certain models. They’re interested in technical specifications and fine details as they decide what amp to buy.
In a situation like this, you need keywords that relate to that specific product. The user may include the make and model, along with other information such as the speaker configuration or even the price. They know a lot about this already and they want to dig a bit deeper.
They may also be seeking specific information that isn’t exactly related to your brand. Maybe they want to compare half-stacks to see which ones have the most power, or perhaps they want to look at amps with modeling software that they can use. This is still far more specific than wanting to learn the basics of guitar amplification, and you need to address that if your products fit their criteria. This can be a great source for prime traffic that leads to conversions.
Seeking General Information
The other side of this coin, of course, is that some users are just seeking more general information. Maybe someone wants to know how guitar amplification technology works or what types of music tend to use it most. They’re generally interested in music and the types of products you offer, but they haven’t yet determined exactly what they’re seeking out. They just need more general information so that they can build up a foundation of knowledge.
In this situation, the keywords you choose are important. Remember that you’re going to have a lot more competition for these general keywords that may be used by all sorts of different companies, some of which may barely even be in the same industry. There may also be a lot more potential traffic, as people tend to use general keywords and phrases a lot when they search, but you have to compete with more results, as well. This makes things tricky, and it’s why consistently updating your SEO tactics is so important.
We Can Help
You can see why considering user intent is so important, and how you can focus on different types of traffic. At Content Customs, our experienced team of SEO experts can help you every step of the way.