Readability Index – how to use it for a higher Google ranking
Determine search intention – this is how you lay the foundation for your top 10 ranking on Google
Do you want your website to be at the top of Google searches?
Then you should definitely deal with the search intention of the users for your search terms as part of search engine optimization . Because if you miss the search intention with the content of your target page for the search term, you can still optimize as much and still not make it to the first page.
In this article you will learn everything about search intent that you need to know to lay the foundation for your website’s top 10 ranking and to better reach your target group. So let’s start…
Google just knows what we want… doesn’t it?
Who doesn’t know it: shopping, information or recipes, no matter what it’s about, you start the Google search and get the desired information directly. But how exactly does Google manage to use a single term to identify exactly what we want to see? Sorcery? Telepathy? Hardly likely!
What is the search intent?
The search engines associate a specific search intention with each search term and adapt the displayed results to the search intention of the user. In other words, the search engine asks itself for each search term: What is the intention behind the search query and what does the user expect to see when searching?
The aim of the search engine is therefore to provide the user with the best and most suitable result for the search intention as quickly as possible . So if you satisfy the user with the content of your website because you have correctly analyzed the search intention, this has a positive influence on your ranking on Google. The user reads your article, finds his answers there and stays on your page for a long time. All of these are positive signals for Google that you have delivered a suitable result for the search intent. If the user does not find what he is looking for and quickly leaves your site, the bounce rate increases. This signals to Google that you have not provided any relevant content to the search query and therefore has a negative effect on your ranking on Google.
Google is very good at providing users with exactly what they are looking for. Because an estimated 5.8 billion search queries are received by Google every day and most users use Google more than 3 times a day . It is therefore very likely that countless people from your target group are currently typing your keywords into Google.
Why is search intent so important?
Do you want to appear in the top results with your products or information on Google? Only if you understand the user ‘s search intention and deliver exactly the desired result for the search query will you be able to achieve good rankings. If you don’t accurately match users’ search intent, you have no chance of appearing among the top results in the first place, no matter what you do in other areas of search engine optimization. Google classifies your content as not relevant to the search query and you do not even reach your target group because you are lost on one of the hundreds of pages related to the search query.
It is therefore all the more important to meet the intention of the mass of users who are looking for a specific term.
What types of search intentions are there?
One of the best-known and most-cited studies on differentiating the types of search intentions dates back to 2007. The search intentions of search engine users were divided into three categories:
But what does Google itself say about search intent? Because you probably don’t want to appear in the top results on just any search engine, but on Google, the most relevant search engine for the German and European market. So let’s look at how Google categorizes search intent.
Google has defined 4 different search intentions for its search engine :
In addition to this categorization, we have to keep in mind that behind every search query there is a person with a specific need . Your website must therefore satisfy the needs of this person as quickly and as best as possible.
In theory, the search intentions can be distinguished very well from each other. In practice, however, there is more overlap. So we come to the last and most important point: How do I find the user intent behind my search term?
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How do you determine search intent?
You may already have an idea of what the search intent for your search term is, but there is an easy way to check whether you are correct in your assessment.
All you have to do is enter the search term to be checked on Google and look at the top 10 results. Google evaluates umpteen different factors, such as the click rate and the length of stay on the website. Through these factors and the countless search queries, Google learns what the intention of the mass of users is. Therefore, you should not rely on your own assessment when determining the search intention for your keywords, but rather trust the Google algorithm.
Determine the search intent of your target group with Google in 3 simple steps
Enter the search term in Google. Tip: If your target group mainly searches via smartphone, you should also do this, as the search results sometimes differ.
Look at the top search results (SERPs) and pay attention to the following points:
Are Google SERP features displayed and if so, which ones? These often help you to find out which search intent is behind the search query.
Here are some examples of SERP features on Google:
Featured Snippet: Stars, FAQs
Google Shopping boxes
Google Ads
videos or pictures
similar searches
sitelinks
Google Maps Box/ local search results
“Users also ask” box
What is in the Google snippets of the top results? Pay close attention to the wording of the competition. Here you can often recognize the search intention that Google connects with the search query.
The next step is to look at the websites in the top 5 search results. With the help of the following questions, you can determine even more precisely what the search intent is and also check what type of content you need to provide for Google to classify your website as relevant for the user.
What type of content is it?
landing page
Category page or product overview
product page
Guide or blog article (non-commercial content)
How is the content of the page prepared?
list
Review
instructions or tutorials
comparison
interview
opinion-based post
Focus on visual elements (video or graphics)
What is the approach to the content?
comprehensive guide
Pros/ cons
further content
What tempts the user to click on this page and why does he stay on this website?
How extensive is the content of the websites?
As you can see, the search intentions blur for some search terms. Google Ads and Google Shopping Box suggest that Google classifies the term dog food as a “do” search aimed at making a purchase. The sitelinks and similar questions box also show a “know” intent when searching to learn about dog food. It is therefore advisable to also pay attention to the wording of the competitors in the Google snippets. These show here that it is more of a “do” search intention, which is very commercialism. To check this again, it makes sense to take a look at the search term dog food in the Google Keyword Planner. The costs per click (CPC) are currently over 4 euros for top positions in the upper range. This is also an indicator that it is a commercial keyword.
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