Understanding Search Intent

and why it's time to optimize your Google Business Listing

Most of us understand the basics of Google search results:

1. Google has indexed billions of websites, creating a filing system of sorts (that only Google understands).
2. The user types keywords or a question into the search bar.
3. Google runs to the proverbial file cabinet, pulls out some websites it thinks the user is looking for, and provides them as a list.

What is less commonly talked about is the concept of search intent. In that third step listed above, Google makes an assumption about the user's search intent and uses this to help decide what results will be served.

Search intent is usually one of these four categories: informational, navigational, commercial, and transactional.

This assessment of the keyword "Birthday Cake" shows how the way it's typed into the search bar can alter Google's impression of the search intent.

• Birthday Cake is informational. The user probably wants general info or an answer to a question.
• For birthday cakes (plural), we assume they have commercial intent and want to investigate different brands or services.
• Birthday cake near me becomes transactional. Now, the user is likely looking to purchase a birthday cake since they are looking for options nearby.

Why does search intent matter?

Search intent matters because this impacts what Google puts forward in the response to the search inquiry.

In a recent presentation by Moz, a widely recognized authority on SEO, research demonstrated that Google is more likely to categorize a local search as transactional. In the "birthday cake near me" example, Google assumes the user wants to find a business to buy that birthday cake right now.

So, Google will respond by serving "local packs" of Google Business listings so the user can quickly contact a business.

How does this impact your SEO strategy?

The takeaway here is that your Google Business listing needs to be in tip-top shape. These local packs of business listings will appear above the list of websites and may be your best shot at attracting a customer with transactional intent.

You want Google to know you're creating a fantastic customer journey for the user's intended transaction, so Google will determine that your listing is a top option for that search.

Then, you want to follow through with that great journey to help the user convert into a customer.

Here are some key steps to take now:

• Write strategic and thoughtful content in every field.
• Use keywords as much as possible (while still being human).
• Post your products and services on your profile.
• Ensure your address, phone number, hours of operation, etc are all current.
• Update your holiday hours!
• Add fresh content regularly.
• Add images.

Do you remember the old Showtime Rotisserie tagline, Reader? "Set it, and forget it!" It's catchy - but, unfortunately, it does not apply to SEO.

​SEO is a long game. We continue to update and optimize over time.

If you need help with your SEO, reply back and let me know. I'm happy to help you thought partner, or just take it off your hands completely!