Information, navigation, transaction – how did you select your keywords? In order to offer your users the content they want the moment they search, Search Experience shows you what search intent a keyword holds.
Google refers to this as Micro Moments: In the travel sector, for example, Google distinguishes between moments in which the user researches, plans, books or explores on site. It is important to strategically accompany these moments with the right content.
The search intent report tells you which user intents you already meet with your content and which you don't – i.e. whether your website ranks more for transactional, informative or navigational queries. The more transactional the keyword, the further the user is in the customer journey. You can see the breakdown by search intent for each segment individually.
Keywords at the beginning of the Customer Journey or Top of the Funnel usually have a higher search volume and informational search interest. With these keywords you have the chance to position yourself with searching users early on. If you focus on transactional keywords, you can optimise conversion and purchase. Analyse the search intent behind your keywords to offer your users the content they are looking for.
Example
Navigate to Keyword Performance > Tag Performance and scroll down to the table below. In the case of a large online retailer, we see that the majority of ranking keywords are transactional, fewer are informational, and very few are navigational. In other words, the online retailer is much more visible to users who want to buy something than to users who want to find information.
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A click on the total keyword number in the camping and outdoor tag reveals all keyword in this tag: We see the ranking URL, the position and its development, the SERP features and finally the search intent. We find that users mainly want to get information when searching for "tail lights“ but have a clear purchase intention when searching for "back seat car cover".
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With this knowledge we can enrich the ranking URL for "tail lights" with informative content and optimise it for the user.
The SERP Feature Integration column provides even more insights: The blue and grey coloured symbols are integrations that the Google-SERP shows for this keyword. Our URLs are ranking for the blue coloured features, but not for the grey ones. SERP features go hand in hand with the user intent. For example, Google shows product listing ads more for transactional keywords.
A click on a keyword in the table shows the keyword detail view: Here you can see the exact search intent makeup (if the keyword combines several intents) as well as the performance over time.
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Use the additional information, such as search volume, to prioritise in your keyword strategy.