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Understanding user intents in web search

How to create a brand attractive to users?

The ways to understand the intentions of target users and help them find offers of your business.

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Understand the intention of users

Digital technologies and mobile devices allow users directly and quickly to control their preferences for brands. All users now expect an immediate response in those moments when it is convenient for them and want to know, go, do and buy. Your goal is to help users find your products or services and give them a good user experience.

Impatient modern users turn to various devices to get immediate answers. And every time they do, they express its intention. Start by predicting intentions and forecasting your potential customer's online travel needs. Try to understand their intention in the web search. Let's explore the following examples to understand the intentions of users in a web search.

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A simple request for a low budget target

Assume you own a restaurant that specializes in seafood cuisine. Also, assume that your restaurant has a website with a menu. A user who wants to have seafood for lunch today will request something like this on the web: "city and area of the city (if the city is large), a restaurant with seafood cuisine, time to visit". Pay attention to the fact that in this search query the user focuses on the specialization of the restaurant’s cuisine.

With an eye to your restaurant could get this user as a customer, a restaurant's website must have relevant content to respond to this search query. Probably there should be the following content:

Meta title, meta description and main content of the homepage must have explicit information that this website represents a restaurant have a cuisine of seafood.

The website must have clear information with the address and opening hours.

There should be a separate webpage for the menu. This will be useful for creating relevant structured data for a menu. If the restaurant has a separate menu for lunch and for an evening of a la carte, then it may be useful to have these menus also on separate web pages.

It may be useful to have relevant structured data on this website. This data will give search engines more detailed and clear information about your restaurant. This data can be presented in the Google rich results, in a fragment Google Knowledge Graph in SERP and this data can help voice search to your restaurant.

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A more advanced query for a high budget target

For today's more advanced consumers, a buying path implies a multitude of points of contact with various input devices and with various media.

If the user is planning a party with colleagues at work or some kind of anniversary and plans to hold this event in a restaurant, then he can conduct more in-depth and thorough research on the web. In this case, its budget will be many times higher than in the case of a normal lunch restaurant visit. And he will want to choose a restaurant that is best suited for the planned event.

Most likely that he will begin to explore on the web all the possibilities in advance. He can use his smartphone for this, during work breaks or on the way home, as well as on the sofa in front of the TV. Those suggestions that he likes, he can continue to study on the laptop or desktop. He can pay attention to the fact which one the user experience is offered by the restaurant's website for both the smartphone and the desktop, what opportunities has a restaurant for such events. Probably, he can explore the restaurant's profile in various social networks, he may be interested in reviews, he can also explore a SERP of a restaurant's brand.

Unlike a simple request for lunch, in this planned event, the proposed cuisine of a restaurant will not have priority first place, although it may be important enough. Probably, in this case, the priority will be the opportunity to have fun, or the opportunity to communicate in a separate room or something like that. It depends on the nature of the planned event, on the participants (possibly on their age) and on the time of this event.

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Sell ideas

Users can search for inspiration and ideas for their interests, right in search of the web. For example, again return to the event that the user wants to celebrate in a restaurant. A website of a restaurant may have a blog with articles representing ideas for conducting various potential festive events at this restaurant. It can be articles with ideas for a party with friends or colleagues, or a celebration of an anniversary or a business lunch for many people or something like that.

These articles may sell ideas for more specific holiday events, for example, a celebration for a 30th birthday will be different from a celebration of a 7th birthday.

The goal of this restaurant's website is to meet on the web all target users living in the service area of this restaurant with all their ideas.

For research intentions of users regarding your products or services you can check out my article Create content for a landing webpage .

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Summary

Your website should meet target users on their web search. Modern consumers now expect to be helped everywhere on their web journey. It may be very important that you understand the influence of your media points on the consumer's journey to the web.

Your website should be useful. Users respond positively to brands that understand their needs.

Your website should be fast. It's time to change priorities from the beauty of a website to its functionality. In mobile web, performance is important: according to Google, more than half of users leave mobile sites if the page load time exceeds 3 seconds, and every third leaves the page if it is inconvenient. According to Google's internal research, the average cost of the order and the conversion can be reduced by 20% with every extra second of waiting for the download.

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