Thread by @darth_na

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::: That's "Real Intent" :::

The article by @LogansNotions is more than worth a read (well written and informative).

But it does raise a point that is beginning to irk me.

"INTENT" is not just a buzz word!

#SEO #intentalosopita

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https://twitter.com/LogansNotions/status/1480570354707820544

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I don't think people realise just how long/established the idea of "searcher intent" (or "query intent") is.
We've had several cycles of it over the past decade,
and it's older than that!

More importantly, it's a core aspect of Marketing/Sales.

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Intent isn't just:
* purpose
* goal

It includes:
* reason
* motivation

Someone may be searching for Pizza.
That may trigger Local, as well as a possible hybrid of Commercial/Informational.

But they are searching for Pizza for a reason (hungry. to bake later etc.).

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This is why research and analysis are important.
It's not just "keywords".
It's not just "modifiers" or "complimentors".

It's physical, mental and emotional needs/wants - drivers.

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The words you target carry some info - but it may vary.

"Handbags" = noun > product
... so commercial/transactional

"Best" = modifier > comparison/advisory
... so shifts towards information/comparative (likely hybrid with C/T).

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But the SERP content can improve your accuracy.

1) The results can inform you what G thinks/sees users are after
2) The features (ads, FS, PAA, KP etc.) can show what people/G think you want too

Between "word" and "SERP" you can get a good picture ...

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... of what is already there.

Sometimes, that's sufficient.
But if you stop there - you aren't doing it properly!

You need to adjust/expand the query; look at additional phrasings, look at deeper motivations.

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This not only helps you with discovering,
but with comprehension.

Every single piece of content (page, image, video etc.),
should contribute towards a business goal,
and a user-goal.

There's a wealth of established stages (funnel/journey), and pain points/motivators!

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Awareness > Interest > Decision > Conversion

or

Awareness > Education > Interest > Consideration > Comparison > Rationalisation > Conversion

and then

Cultural, Social, Personal, Psychological

or

Status, Fear, Comfort, Safety, Satisfaction, Advantage

etc.

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So when you do your research - you should be looking at whatever model/list seems to suit your market/business/prospects (or audience).

You should be considering content (and researching!) for each stage, and motivation.

If you're not, you are likely missing out!

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This is why knowing your audience is so important.

It's not just:
* what words are they searching

but also:
* why are they searching
* what do they want to find

and then (ideally):
* what format/medium suits them
* what language/level

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If it helps, think of times when You are the prospect.
You have likely searched for something on line ...
... and likely got frustrated/irritated with the results.

You've had to alter the query,
or click multiple items in the SERPs.

Why?

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Because the words you originally used weren't specific enough?
Because the content you found was weak/lame?
Because the problem the content addresses didn't quite match your problem?
Because the content was insufficient/covered different aspects?

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Be considerate of the user,
think from their perspective,
understand their need.

It's not just "words"!

There are "feelings" and "thoughts" you have to address!