Article

Mohammed Abuzar
Mohammed Abuzar 17 October 2019

Understanding the Search Intent of your Audience

Know the search intent of your audience before producing content for your website. “Know,” Do” and “Go” queries can help you create content that can help you get the traction it needs.

If you are creating content for your website, make sure you are spending some time researching “Know,” Do” and “Go” queries, this can help you create content that puts your website in front of the users at any stage of their buying cycle.

But how do you know what kind of keywords to target and the type of content that needs to be produced to appear at different stages of the purchasing cycle? This is where search intent comes to play!

What is search intent in SEO?

The term was first coined in 2002 by Andrei Broder. Search intent is a crucial element for a successful SEO campaign. It is broken down into three types.

  • “Know” – informational searches
  • “Do” – transactional searches
  • “Go” – navigational searches

To understand the different types of search intent let us consider a fictional e-commerce store that sells home appliances.

Know” – informational searches

These are generic keywords search with the intent to know or learn more about the products or a particular subject. These users are not expected to convert yet.

Examples for our factious e-commerce store, the queries might be:

  • What Is A Sub Zero Refrigerator?
  • How Long Is A Refrigerator Supposed To Last?
  • Is Microwave Oven Safe?

Although the possibility of conversion for these kinds of searchers intent is very minimal, these are the queries you need to be ranking for. This sort of content provides you an opportunity to build the relation at the start of their journey.

When your website is consistently ranking for these types of queries, you are placing yourself ahead of the competitors. This can help serve your potential customers needs and also increase your organic footprint.

“Do” – transactional searches

These searches are made when the user is ready to purchase the product. These can be related to the products or the categories on your website.

Examples for our factious e-commerce store, the queries might be:

  • Buy microwave oven
  • Best Sub Zero Refrigerator
  • Best Stoves to Buy

“Go” – navigational searches

These searches are very easy to understand. The search intent of the user is very clear and premeditated. There is only one search term that is likely entered, usually a website or a well-known brand.

Put the things to action

There are many tools which can come in handy allowing you to break down the research into buckets for different categories and the products you sell.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
McDonald's: the History and Evolution of a Famous Logo

McDonald's: the History and Evolution of a Famous Logo

McDonald's logo is one of the most recognizable in the world. What does the logo of this brand mean, how did it evolve and what is the secret to the success of McDonald’s fast food network?

Anna Kuznetsova
Anna Kuznetsova 24 October 2019
Read more