The practice of SEO (Search Engine Optimization) is growing ever more comprehensive as the programming and algorithms behind search engines become cleverer and more complex.

这一切的核心是搜索引擎需要呈现最相关的可能搜索结果 f或用户，这是他们所有系统和流程的基础。

搜索意图以此为基础，从那里开始，所有的努力都集中了。

什么是搜索意图？

搜索意图，有时也称为用户意图或受众意图，描述了进行在线搜索的目的。

任何人进行在线搜索的原因可能决定了最合适的结果。例如：用户是在寻找信息吗？他们想购买吗？他们是否在搜索特定的品牌名称，而只有该网站可以？用户的搜索意图是完成操作背后的“原因”。

搜索意图的四种类型

有四种主要类型的不同搜索意图，每种都有自己的目的。它们是：

信息性

Those conducting informational searches are looking to find some specific information. These searches are often, but not always, framed as questions, with informational keywords, and can be simple or fairly complex. Searches made with informational intent include those such as:

–Â Â Â Â 摩洛哥的首都是哪里？

–Â Â Â Â 前往伦敦卢顿机场的路线

–Â Â Â Â Â 区块链是如何工作的？

–Â Â Â Â Â 用普通话怎么说你好？

导航

使用导航意图进行的搜索是为了查找特定的网站或网页。用户已经知道他们想去哪里，但要么不知道要直接在地址栏中输入的 URL，要么发现使用导航关键字搜索它会更快或更容易。使用导航意图进行的搜索包括：

–Â Â Â Â Â Twitter

–Â Â Â Â Â Â 标致官方网站

–Â Â Â Â Â Â LinkedIn 登录

–Â Â Â Â Â BBC 新闻头条。

交易性

具有交易意图的用户正在寻求购买，并且在许多情况下，他们已经知道他们想买什么并且正在寻找零售商从那里购买。使用事务关键字进行的搜索包括：

–Â Â Â Â Â 购买 MCFC 套件

–Â Â Â Â Â 最新的 iPad 便宜

–Â Â Â Â Â Â John Lewis 优惠券

–Â Â Â Â Â Zoom pro 订阅。

商业调查

When a user is searching with commercial intent, they are also looking to make a purchase but have not yet decided which specific product or service they’re going to buy. This is part of the user journey online ahead of a transactional search, and may find the user searching for reviews and comparisons as they seek to make an informed purchase decision. Searches made with commercial investigative intent include those such as:

–Â Â Â Â Â Best vegan eyeliner

–Â Â Â Â Â Â Macbook Pro 评论

–Â Â Â Â Â Â 我附近的水管工

–Â Â Â Â Â Trustpilot vs Feefo。

为什么搜索意图很重要？

Google 的首要目标是将用户的搜索意图与相关搜索结果相匹配，以确保他们是 p提供尽可能准确和适当的搜索结果页面，以继续他们作为世界上最成功的搜索引擎的统治。

When 网站上的内容 is properly tailored toward an audience’s search intent rather than simply whatever message it is the business wants to convey, they are able to meet their user’s needs by satisfying search intent: demonstrating relevancy, authenticity and helpfulness to Google’s algorithms. These factors all feed into the overall SEO ranking and are likely to boost the position of the webpage, as well as increase conversions and time spent on the domain as well as lowering bounce rate.

实际上，如果企业无法为了适应和创建内容以满足用户搜索意图的需求，他们会发现他们无法适当地满足目标受众的需求，并且该受众将转移到其他在线域，包括可能的那些他们的竞争对手。

如何识别搜索意图

搜索意图通常可以通过搜索中使用的语言来识别。例如，“购买”一词只可能出现在具有交易意图的搜索中，而“如何”一词出现在具有信息意图的搜索中。

一般来说，您可以确定搜索搜索背后的意图，如果它包含以下语言：

信息性 intent: who, what, where, when, why, how, guide, tutorial, resource, ideas, tips, learn, examples.

导航 intent: brand name, product name, service name.

交易性 intent: best, good, top, review, testimonial, comparison, product attribute (such as colour/size/specific feature).

Commercial investigative intent: buy, coupon, voucher, order, shop, purchase, price, cheap.

当然，这不一定始终准确，具体取决于搜索的确切措辞，但它构成了一个很好的指导方针。如果企业使用关键字研究工具，他们可能能够按意图过滤相关搜索词。

 Google 的搜索意图指南

Google has provided exact guidelines on search intent and how webmasters can and should understand and work with it. These are known as the Google Quality Raters Guidelines。

Google 雇用质量评估者进行在线搜索查询，然后再评估所提供的结果是否符合他们的搜索意图。告知这些评分者的指南强调了搜索意图的重要性以及不同类型的意图和谷歌对意图的推动力，但解释了意图可能因地点、时间和设备而异。

For example, a search for a supermarket on a 移动设备 is likely to be a user looking for a nearby location, but on a desktop or laptop computer is more likely to be intended for an online order. When the search is made early in the morning or late at night, it’s more likely to be an enquiry for opening hours. The intent varies based on the way in which the search is made.

All of this signifies the prestige that Google holds behind user search intent, and how it builds its algorithms and systems around it to meet these needs. This includes the introduction of the Google BERT 2019年更新 which focused on natural linguistic programming to inform the search engine of the intent behind the search and help more accurately convey appropriate results.

如何优化以满足搜索意图需求

Businesses can best analyse and optimise their digital presence to meet user search intent needs through collaborative working with an SEO specialist. At Woya Digital, we have a team of SEO专家专业人士 in-house who analyse business’ web presence entirely bespoke: taking on each job as an individual entity and never applying a one-size-fits-all approach.

我们可以帮助您通过内容优化满足潜在客户和现有客户的在线需求以满足他们的搜索意图——同时提高您组织的形象、排名和在线成功。