In e-commerce, search intent is an SEO metric that serves to track the purpose of consumers when they do some type of search on search engines such as Google and in search bars within online stores, marketplaces and e-commerce blogs. commerce.
In fact, the keywords that consumers use to search the web reveal their intentions at that moment. Thus, a search for one keyword may reveal that the consumer is looking for more information, while another shows that they are ready to make a purchase.
Indeed, by measuring the search intent of consumers who access your e-commerce, you can more efficiently distinguish what each of them wants and offer them more appropriate content. Thus, it is possible to meet the expectations of each consumer and make them evolve until the purchase decision.
SEO for e-commerce
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4 TYPES OF SEARCH INTENT
There are 4 types of search intent, informational, navigational, commercial and transactional. Using the fictitious e-commerce “DroneZum” in the field of drone trading as an example, see below how these modalities work:
1 - Informational:
The intent to seek information shows that the consumer is in the "awareness" phase of the Customer Journey . Therefore, they use terms that reveal their intention to learn. In the fictional example, the consumer would search for terms like "what is a drone," "how does a drone work," etc. Thus, they could find blog posts from DroneZum that have those keywords in their titles.
2 - Navigational:
When the consumer moves from the “awareness” to the “consideration” phase in the Customer Journey, the search intent changes from informational to navigational. In the fictitious example, the consumer would search for terms such as “local dronezum”, “dronezum stores”, etc. This shows that he wants to find the physical address or email address of a brand that has piqued his interest.
3 - Commercial:
In the case of commercial search intent, the consumer begins to be interested in specific products. So he often makes comparisons. In the Customer Journey, the customer moves from the “consideration” phase to the “solution” phase. So, in the fictional example, it would start searches for keywords like “dronezum model a”, “dronezum model b”, “dronezum a vs dronezum b”, etc.
4 - Transactional:
Transactional search intent shows that the consumer is ready to make a purchase. He has evolved from the “solution” stage to the “decision” stage in the Customer Journey and, therefore, he already knows which product he will purchase. So, in our example, it starts to search for keywords like “buy dronezum at”, “dronezum at discount”, etc.
HOW TO TAKE ADVANTAGE OF SEARCH INTENT
Search intent is an SEO metric that reveals the evolution of each consumer's desires. You can track this metric using software such as Semrush, for example, which is widely used by digital marketing agencies like Agência e-Plus.
Beyond simply tracking metrics, it's possible to create content, especially for your e-commerce blog, tailored to each type of search intent. Therefore, through content creation, you can segment consumers into groups based on their intent. From there, you can offer the most appropriate content to each group using inbound marketing techniques.
Inbound Marketing in E-commerce
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In this way, by getting what they are really looking for at the right time, each consumer will be able to evolve their intentions from informational to transactional, passing through navigational and commercial. And, at the same time, it can evolve from awareness to purchase decision, through consideration and solution in the Customer Journey. Finally, everything fits.
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