Types of Search Intent for Landing Pages
Learn how the types of search intents effects the content of landing pages. In particular, how to turn your keyword list into an actual landing page on your site. Moreover, how to improve the conversion rate of your landing pages.
What is Search Intent
Search intent is what the searcher expects to find on a page when searching for a term. The searcher’s expectation determines how you will craft a page. When a searcher enters search terms, they are on a quest for something. There are four types of search intent.
Types of Search Intent
- Informational Intent – searcher whats to find information on a specific topic.
- Navigational Intent – people want to access a specific website.
- Commercial Intent – searcher wants to buy something soon and is doing research before making a purchase.
- Transactional Intent – people looking to buy something.
Which type of Search Intent Applies?
You need to look closely at which search intent applies to you, your searchers, and your keywords. On every page that you optimize, you should provide people with the content they expect. This is important because Google has become better at recognizing search intent and raking pages that match this intent. For example, the keyword “Medicare Part D plan” the search intent for this query is commercial. It has a chance to convert into a sale. However, a keyword such as “Medicare Part D” has an informational search intent. Therefore, these searchers should land on informational pages. For information about Medicare checkout my blog posts at Senior Healthcare Direct.
Anyone who visits your site can have any of these four search intents: informational, navigational, commercial, and transactional. As a result, your website should have different pages to accommodate these different search intents. For example, sales pages for transactional people looking to buy Medicare insurance, blog posts for informational and navigational people looking to learn more about Medicare and links other sites.
Match Keyword Search Intent with Content
The content you write will depend on the search intentions of your keywords. You want to develop content which matches search intent. For example, when an informational search term is used, the search results should be informational content. Once you know the search intent of your keywords, you can develop content at matches search intent.
Certain keywords produce specific search intents and you must give these searchers the content they expect. For example, sales pages optimized with transactional type keywords provide people with content they expect. On the other hand, informational pages optimized with informational type keywords will result in content that matches search intent.
What are Landing Pages
Landing pages are the web pages you want your audience to reach when they search for a keyword. You need to have well developed content on landing pages with your most important keywords. When your content on landing pages matches the search intent of your keywords, you will have an SEO optimized landing page. By optimizing your landing pages with the right type of content which is well written, you can achieve higher visitor conversion rates.
Each page must have a unique keyword so that your pages are not competing with each other for the same keyword. Therefore, for each page you want to identify one focus keyword (keyphrase) to rank for. For example, if you want to rank for “Corporate Housing Tampa” on the home page of KensCorporateHousing.com, then this specific keyphrase should not be used anywhere else on the site. In general, the more specific your search term is, the further down in your site structure the term’s landing page belongs.
Keyword research is the first step to successful SEO. Your next step is to develop the content that matches these keywords. Get more information about digital marketing.