Published on: December 17, 2024 / Update from: December 17, 2024 - Author: Konrad Wolfenstein
How to optimize marketing and sales in a targeted manner: From search queries to success strategies – The psychology behind search intention – Image: Xpert.Digital
The importance of search intent in marketing and sales
Introduction: Why search intent is crucial
In the marketing and sales area, a deep understanding of your target group's search intentions is a crucial success factor. Only if you know exactly what motivates potential customers to enter certain terms can you design content and offers so that they perfectly fit their needs. But how do you achieve this understanding, how do you distinguish between the different intentions and how can this knowledge be used profitably?
Definition of search intent: The basis for targeted targeting
An important starting point is the definition of the search intention itself. Behind every search query there is a specific intention of the user. Basically, three main types can be distinguished: There are information needs where the user is looking for answers to specific questions. Then there are navigation-oriented queries, which involve finding a specific website or brand. And finally, there are transactional search queries in which the user plans a specific action such as a purchase, a download or a registration. The trick is to find out which of these intentions is most often relevant in the context of your target group. A closer look at this opens up a variety of possibilities for optimally aligning content and offers.
Methods for exploring search intentions
Combination of analysis and direct communication
In order to better understand the search intentions of your own target group, a mixture of analytical methods, direct communication with potential customers and strategic fine-tuning of your own content is recommended. It's not just about identifying certain terms and keywords, but also about understanding why exactly these terms are used. Because a keyword not only reveals what you are looking for, but also why you are looking for it. A user who enters “buy a laptop” into a search engine is probably in a phase in which he wants to make a concrete purchase decision. However, a user who types “How does SEO work?” is more likely to be looking for information that helps build understanding. So it's crucial to understand the context behind each request.
The role of keyword analysis
A first step in determining search intent is keyword analysis. You should not only collect terms that are relevant to your offer, but also examine them to see the intention behind them. A good approach is to ask yourself: Is the user looking for background information, specific tips or instructions, or perhaps directly for a product in order to purchase it? By combing through search term suggestions, analyzing search volume and competition, comparing related search queries and looking at the respective search results pages (“SERP”), you can get an initial, valuable picture of what lies behind the words .
Interpretation of search results (SERP analysis)
Observing the search results that appear for certain keywords is another important component. Are you more likely to find advice articles, detailed instructions and explanations in the first places? Or do product pages, comparison portals and online shops dominate? Such observations provide information about which formats and content are particularly valued by users and what intentions lie behind their requests. Where informative material such as tutorials, infographics or blog articles dominates, it is more likely that there is a need for knowledge. However, if offers, shop pages and concrete calls to action appear more and more, these are most likely transactional searches.
Surveys and polls: The voice of the target group
In addition to purely data-driven analysis, direct exchange with your own target group is also essential in order to delve deeper into their world of thought. Imagine conducting surveys, surveys or interviews with representatives of your target group. You can ask: “What motivates you when you search for information online?” or “In what situations would you want to end up on our site during your research?” Questions like these can often help you gain a very complex understanding. Not only will you gain valuable insights into the specific expectations of your target group, but you can also learn how they perceive your brand, what problems they want to solve and how you can help them.
Personas: The fictional representatives of your target group
A powerful tool for structuring these insights is the creation of personas. Imagine different, fictional ideal users who represent different parts of your audience. A persona could be “Anne, the inquisitive online marketing beginner” who is primarily looking for practical tips, step-by-step instructions and definitions to develop her skills. Another persona could be “Thomas, the experienced e-commerce entrepreneur” who is primarily looking for new tools, concrete optimization suggestions and direct offers to further advance his business. By developing such personas, it becomes clearer how to target content. You gain a deep understanding of the motivations, wishes and goals of different user segments and can use this as a basis to create content that optimally serves these needs.
Behavioral analysis on your own website
Behavior analysis on your own website also plays an important role. This involves examining how users behave after they arrive on your pages. Do they stay long? Do they bounce off quickly? Where do they spend a lot of time and where do they follow up or perhaps ask questions by clicking on certain links more often? The behavior on your website can reveal whether your content already meets visitors' search intent or whether there are still gaps. For example, if an article ranks for an informative keyword, but users leave the article after a short time, it is likely that the content does not adequately answer their questions. In this case, it makes sense to further optimize the content, expand it or add new, useful information.
Appropriate content formats as a key factor
The format also plays a crucial role when adapting the content. A user who has a specific question - such as "How can I improve the conversion rate of my online shop?" - probably wants an easy-to-understand, compact guide that shows concrete steps to take. Another user who initially wants to find out more general information about a topic may prefer a detailed background article that illuminates the topic in all its depth. For transactional search queries, however, a clear product presentation, comparison tables or a structured online shop are often advantageous. Here it is helpful to test different formats and measure their success. Only if you know exactly which forms of presentation your target group prefers can you permanently improve your content.
The customer journey: changing search intention
Another key to understanding search intent is to keep the customer journey in mind. People move along a path that extends from the first time they get to know your brand to the final decision (such as a purchase). Search intentions change during this journey. At the beginning of the customer journey there are often information-oriented search queries: The user wants to understand what it is about, what options are available and how they can solve their problem. In later phases, when he is already familiar with your brand and offers, the intentions can develop towards concrete actions - such as purchasing a product or registering for a service.
Target group-specific content: The heart of successful strategies
When it comes to adapting your own content, it is also important to write the content from the perspective of the target group. Put yourself in their shoes: What are they currently struggling with, what information are they missing, what obstacles are preventing them from making a decision? The more precisely you can answer these questions, the more targeted your content will be to the actual concerns of your customers. Then quotes that you integrate into your text can have a certain effect. Formulate these in a way that fits the flow of the reading, for example: "Our customers often say: 'I want to find what I need quickly without having to search for a long time.'" Such statements make it clear that you know the customer's perspective. At the same time, they show the reader that the needs of real people are being taken into account.
Flexibility and quality as key
Ultimately, it's worth constantly working on refining your understanding of search intent. Needs and trends change. What appears to be an informative keyword today could have transactional potential tomorrow as interest in a particular product or service grows. Preferred content formats can also change over time. Maybe videos, podcasts or interactive formats will experience an upswing. The trick is to remain flexible, adapt to the target group and consistently focus on quality and relevance.
If you want to be successful in marketing and sales, you must thoroughly understand the search intentions of your target group. The way to get there is through comprehensive keyword and SERP analyses, surveying and observing the target group, creating personas and constantly optimizing your own content. The trick is not only to recognize what people are looking for, but also to understand why they do it and to develop a content offer that accompanies the user in all phases of their customer journey. If the content is then presented in appropriate formats and continuously adapted to new needs, nothing stands in the way of a successful, user-centered marketing and sales strategy.
Suitable for: