Choosing the right user segment on the Internet is one of the most important pillars of success in the search engine optimization process and its results. If it is correct to say, the process is similar to the pyramid; Its base is to choose the most appropriate users for the type of site or product by studying the user's intent and research purpose and then configuring the search engines. Success in the aforementioned is a sure factor that guarantees success in e-marketing, which sits at the top of this pyramid. In this article, we will provide you with the best ways to ensure that you target the most appropriate audience for you.

Define user intent

The term user intent refers to knowing the means of searching that the user performs, to reach the information he wants to obtain. That is, identifying the audience that best suits you, and then trying to think like them to find the means that will attract them to your site or product. That is, how will the online searcher reach the site, what will he write, how will he search, and what kind of results will he click on.

Knowing the searcher's intent will lead to your success in optimizing search engines and producing their results. User intention is the basis for success in all fields, as it enables you to think in advance about what users might think to reach your product. Users are divided into three types according to different search intents and purposes:

  • Navigator: It is the researcher who searches for information from specific sites, to browse them or review their products closely. Whatever he searches for will inevitably include the name of the site or company he is going to.
  • Information seeker or Informational: He is the researcher whose purpose is to access information. That is, what he is looking for is information on a specific topic without being restricted to a specific source.
  • Buyer or Transactional: A researcher whose purpose is to purchase a product or carry out a specific financial task.

So what are the best approaches for you to be successful in making the searcher's intent and research objectives include your content? Continue reading the article to find the answer.

How do you leverage user intent to boost your website?

First: Content creation is the basis of everything

There is no doubt that creating relevant content is a key pillar in being able to predict online searcher intent. However, you should present part of your information in a general template that is easy for everyone to accept and understand, as you want to attract different users at the beginning and then distinguish them later in what is called the act of sifting.

Second: Keywords are your weapon in managing user intent

Keywords, by which we mean a group of phrases that the user types into the search engine to get the desired results. What distinguishes the articles from each other is that one of them includes keywords hit by different users through search engines. No matter how attractive the content is, but it lacks these words, the volume of visits is like a rare occasion.

For example, if a user searches for information on “suitcases”, the searcher here is a buyer as search engines will provide more commercial than scientific results. Since 9 out of 10 results displayed by Google are usually commercial, the first results that he will get are those that include the address he searched for. If you own a business related to travel and making bags, for example, or selling them, you should choose keywords that make it easier for the searcher to reach you.

Third: Search spiders are not just “bots”

Let's put it in plain language, the search spiders of search engines, especially Google, act as the HR manager of a company. When presented with a large number of resumes of people applying to fill a vacancy, the nature of the human resources manager's work necessitates that he choose the best applicants to fill the vacancy.

And that's exactly what search spiders will do. The main purpose of search engines is to serve customers. You have to compete to present your content with a framework that serves users more than caring about other aspects, such as the aesthetic aspects of the site at the expense of the content, or the interest in presenting the content in a narrative way that may weaken the searcher’s desire to continue reading, which will make search spiders move away from suggesting your site to the customer when he searches for the same topic.

These things may weaken the success of your article in search engine results. And it may confuse you since apparently, you are not doing anything wrong with your interest in SEO standards. However, it does not actually achieve what is required to achieve user satisfaction.

Fourth: Pay attention to the different writing and spelling methods of users.

Most of the websites rely on the English language in their original name, which creates confusion in translating the name into Arabic, and thus the different ways of spelling or writing the name depend on the researcher’s cultural background. The Arabic language is a huge language rich in dialects and extends across many societies. Even if the name of the site is written in Arabic, researchers may fall into a spelling mistake.

You have to pay attention to a specific category of users, namely the navigators who want to reach your site or product in particular. But are you sure they will spell the letters correctly? Perhaps they have heard your company name in a conversation with a friend, in a seminar, or in a series in passing, and they are curious enough to search for you, but they cannot know the exact name.

You need to take care of creating a guarantee that users will reach your site or product even if they make typos. For example, the name Facebook is written by some researchers as “Facebook.” Does this mean that we will not reach the famous Facebook site? Absolutely not. So you have to be careful of the search methods of users that differ depending on many factors.

Fifth: Make the researcher's intent - he means you - you

That is, converting users looking for information into navigators who will immediately turn to your site or product by searching for them in private without the hassle of general searching through sites. Yes, you can do that, instead of waiting for the user to perform the search to reach you, lure him yourself.

It's not a trick or a miracle, all you have to do is:

  • Submit funded advertisements.
  • Using influencers through social media.
  • Use of e-marketing companies.

1. Submit funded advertisements

The best way to attract customers is to be in front of them all the time. If you direct a campaign of sponsored ads targeting users that you want to deal with over and over again but not in any way, as you have to make the ad seem like the solution to their most prominent problems in life, it will end up being an idea in their subconscious until they intend to search for your product on their own.

2. Using influencers through social media

There is no better way to manage user intent and attract customers than to carry out promotional campaigns through influencers with opinions on social media platforms.

Here, you aim to turn the researcher looking for information (let's say a dandruff treatment), into a navigating researcher looking for your site after seeing a celebrity praising it or appearing in an advertisement of its own. (As with the famous player Cristiano Ronaldo and one of his personal care products).

Sixth: Remember that the user's intent and associated search results can change at any moment

Searcher intent and associated results on search engines are not static. It can undergo a change that may range from a sudden change to a long-term and slow change, permanent or temporary

For example, in 2016, one of the largest cyber attacks took place in the United States, and without considering the motives and other news related to this topic, something important happened. The search results related to the topic “DNS” have changed. Before the attacks, the results were focused on the business side (a mobile financial user). This means that any user who searches for a DNS would get results that help him choose the most appropriate DNS provider for him.

However, very soon after the attacks, the search results turned to news in nature, due to a change in the researchers' intent to learn about the attacks. This change in user intent was not permanent, as commercial information returned to the search results after some time. That is, the change in the user’s intention is very common and has no specific premises or templates, as you have to stay in constant contact with the changes in the world and their repercussions on your product or company.

With this, we come to the conclusion of our article, in which we covered some of the basic points that must be understood to succeed in managing user intent and using it to achieve optimal configuration for search engines and then issue search results on websites. As these steps are an integrated network, it is not possible to get acquainted with one of them without delving into the rest.