A strong search intention is crucial!

Whenever we search for something on Google, it’s always for a reason. We want to know where a shop is located, how long your favorite restaurant is open?

The search intention describes the intention behind a search query. It is also referred to as “search intent” in English. In addition, there is also the “user intention” (user intent), which describes the overriding (prior) motivation behind the search query.

So the order is:

1. User intention (motivation)
2. Search Intent (Intention)
3. Search query (as a result of the two intentions)

So there is a difference between the two terms – but only a very subtle one.

The search itself is the result of the intention chain. The search intention describes the specific intention that the searcher has with his search. Search intentions are always a reaction to a previous motivation – i.e. the user intention.

For the e-commerce sector, it is important to know what the search intent is behind a search. Because depending on what the intention is, the target page of the searcher must also be designed accordingly.

In short: yes!

The search intent model is a key to success in the online world. It helps you understand the intentions of your website visitors. This knowledge is valuable because it enables you to design your website and content. Your website should meet the needs of your visitors.

The search intention model divides the intentions of searchers into three main categories.

1. Informational: The search for information
   Informational intention is the most common type of search. This is where people look for information – often for answers to questions. For example, someone might search “how do I make a perfect margarita?” or “which countries are in the Eurovision Song Contest?”.
2. Transactional: The search for a purchase or an order.
   Transactional search is about buying or ordering something. For example, someone could search for “iPhone 6s Plus price” or “pizza delivery service Munich”.
3. Navigational: Searching for a specific website or location
   Navigational search is the search for a specific website or website specific place. For example, someone might search for “Facebook” or “Airport Munich”.

Google’s new search intent model divides search queries into four categories: know, do, go, and buy. This model is a little newer and could be the key to success in Google searches. So far, Google has always tried to guess the search intentions of users.

The new model should now make it possible to make the search even more precise and personalized. The aim is to show the searcher exactly what he is looking for. It doesn’t matter whether it’s information (Know), instructions for action (Do), products or services (Buy) or nearby places (Go).

This model is developed on the basis of machine learning and is intended to continuously improve over time. With this approach, Google would like to support smaller companies that previously had no chance against large competitors.

Your website is like a business. It has an offer, a location and customers who want to buy or download something. Knowing what your customers want and what they are looking for is crucial for online marketing. These two factors significantly influence the conversion rate of your website.

For more conversion rate facts, check out our blog article .

The search for products or services on the Internet usually begins with a search intention. That is, the seeker has a problem or need. The user would like to solve this with the help of Google or another search engine.

So if you know what search intention your customers have, you can adapt your website to their needs. This not only increases the chance that they will get to your site. The probability that they will ultimately buy or download them also increases.

1. Check the rankings of your keywords in the search engines
   You can get a good overview of the search intentions from the keyword rankings in the search engines. Example: You have a travel company and a certain keyword ranks high for the search “cheap travel”. Then it is likely that many seekers will look for cheap deals.

2. Take a closer look at the search terms.
   You should look at the actual search terms (queries) that people are using to get to your site. These can give you more information about the intentions of the searcher.

3. Use Google Analytics for more insights
   Google Analytics is a free tool from Google. This tool gives you detailed analysis of the visitors to your website. Below you will also find information about the intentions of the seekers.