Search Intent … what is it?

Your audience and industry should be the number one consideration behind any viable SEO strategy. Important elements to consider for search intent will be covered in this article.

Questions to ask yourself include:

What’s my primary industry? Who are you targeting with a website or blog post on that topic? What about competitors – who might pose a threat to what you’re doing, where do they primarily exist online? How does their approach differ from yours in terms of content marketing efforts like social media posts and e-newsletters as well as technical methods such as keyword research and Google optimisation tactics (SEO)? This is just scratching the surface when it comes to forming an effective digital marketing plan for success!

Also, you need to be able to predict the questions your users will be asking, the ones they input into their gadgets that are relevant to your industry and ones that can ultimately bring up your company in the search results.

Creating a strategy

With so many factors influencing the success of an SEO strategy, how does a business go about creating one? One important factor is keywords. What your audience searches for is just as important as what they search from and subtle shifts in keyword research can make or break a plan. For example, if someone who visits your website wants to know more information on jumpers but you have only listed “pullovers” under their search term, that person may leave without finding what they’re looking for. Another aspect businesses need to consider when developing an SEO strategy are industry market shifts, because each has its own set of expectations and needs relating to content marketing strategies such as blogging.


The user intent behind keywords is the next thing that’s absolutely vital to the success of any SEO campaign. Let’s say your audience normally searches for a word, let’s say ‘car’ but throughout your keyword research, you find variations of the word such as a vehicle, garage, etc. Each variation nets an increase in potential traffic to your site! It all comes down to how we approach it: do we go deep or just skim? The deeper you go into researching keywords as part of an SEO strategy, the more opportunities will arise with every click to improve ranking and drive conversions.

You need to periodically research what keywords people are using. If your industry is constantly changing and evolving then you’ll want a process that allows for adjustments on a monthly or even weekly basis. But if not, it may be good enough to do this task every six months so as long as there aren’t any major changes coming up soon! Users can find out which of their efforts have been most successful in driving traffic back into their site over time with just one click thanks to an integrated reporting system allowing them continuously refine their keyword strategy based on data-driven results.

Search intent on smaller devices

Google is steadfast in its quest to make the world a better place. The company has done this by creating an index that caters specifically to mobile devices and their users because it understands how important these are nowadays! What’s even more interesting about Google’s new venture into search results for mobile phones is that people will only be able to access desktop sites if they’re deemed “the best result” for what they were searching. This means your desktops site needs some work so you can take advantage of all those searches happening on our small screens!

When Google’s index of the mobile-friendly site grows beyond the first few waves, we can expect to see algorithm shifts and updates just as with their normal search engine. The best thing you could do moving forward would be to adopt a responsive design across your entire digital presence so that it looks good no matter what device someone uses to access your website.


Search intent has always been a key factor in website use. From the birth of the internet, ‘surfers’ have asked questions. Our inquisitive brains seek knowledge and therefore information about a limitless list of topics.

This can work in two ways. One: the world is your oyster and providing your website and digital presence has relevant content, great SEO and is relevant to your industry, then in time, you will show in the search results.

The other way is that you fail to make the most of the search intent opportunity, and your customers find it hard to find you.

What to do next

So if you feel a bit baffled, then don’t worry! Digital Zest can help with search intent and all its related tasks!

Call us today on 0330 900 1633 or fill in our contact form here


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