The example of the search query moisturizer shows that search intentions are not static, but can change. Below is a comparison of the first search results from 2015 and 2013:
While in 2013 forum entries that were purely informative were displayed in the first two positions, in 2015 it was mainly commercial offers that were found in the first positions.
tools for determining search intent
In our daily agency business, we have been checking user intentions for search terms manually since 2011 as part of our keyword analysis . We do not yet consider automated analysis using tools to be useful.
Nevertheless, there are some approaches on the market that should be mentioned here.
Our colleagues at One-Advertising do offer a tool for determining israel phone number data regional search intent , but we were unable to determine a 100% match between the results. In addition, they determine the locality of the keywords using a different methodology than we do (based on Google Suggest compared with their own database).
Searchmetrics has created an automated option for determining transaction- and information-oriented keywords as part of the Content Experience Tool. According to Malte Landwehr from Searchmetrics, a proprietary machine learning algorithm was fed with training data from around 1 million results from manual SERP analyses, which now makes it possible to automatically query the search intent for each keyword. At least for navigational, informational and transactional keywords.
Since 2019, the tools Sistrix and Metrics Tools also offer features to determine the search intent per keyword.
Analysis of search intent using metrics tools
However, none of the solutions offered convinced us enough to want to replace our manual keyword analysis with a tool. However, thanks to a fixed workflow, we have been able to develop an effective workflow over the years.
Our matrix for determining search intent
Here is a screenshot of our SERP analysis matrix for determining search intent in the keyword analysis as part of the topic strategy plan. In this matrix, points are awarded for info or trans depending on the position in the SERPs (position 1-5 and position 5 to 10). Certain elements are more indicative of a transaction-oriented search intent, such as price comparison pages, transaction-oriented page titles, shopping ads, Google My Business boxes... and some elements are more indicative of an information-oriented search intent, such as Wikipedia content, featured snippets , knowledge panels, knowledge cards ...
Matrix for determining search intent, © Aufgesang GmbH
The total scores can then be used to classify the keywords as transactional, transactional/informational, informational/transactional or informational. We have been regularly adjusting the matrix since 2013 and adding new elements.
optimization according to user intent
From the points mentioned so far, the following findings and measures for search engine marketing (SEA+SEO) can be derived:
The content and purpose of the landing page must match the search intent of the keyword. (See also information from the Quality Rater Guidelines) This then leads to positive user signals.
Information-oriented keywords require holistic information. Signal words such as info, definition, advice, tips... can be used to clarify the information-oriented purpose of the document.
For commercial keywords, the holistic nature of the content does not play such a big role. Signals for the commercial purpose of a document can be prices and words such as order, buy, shop...
A regular review of the identified search intent per keyword is necessary