By Neil Patel
Numbers alone don’t tell the whole story of who’s visiting your website. In order to accurately understand who users are, what they’re doing, and what they want, you have to go a step further.
You must understand the user’s intent and act on that information. Obviously, intent is a lot more “fuzzy” and a lot less quantifiable than the crisp, exact numbers that you see in Google Analytics.
How can you understand the intent behind the organic traffic on your website? And what kind of action can you take on this information?
Every Searcher Has An Intent
If there’s one fact that’s crucial to this entire article, it’s this: Every user has an intent.
Put another way, there’s no such thing as people typing in random queries without a reason for typing in those queries. A searcher must have intent.
The user’s intent should dictate everything about their subsequent experience. Here’s how it works:
- Action: A user, with an intent, types in a query.
- Response: The user receives a search engine results page (SERP) listing websites that align with his or her intent.
Let me show you this example again, and plug in a real life example.
- Action: A user wants to purchase a black Gucci men’s wallet. He types the query [buy black gucci men’s wallet] into a search box.
- Response: The user receives a SERP that presents him with several good options to buy black Gucci men’s wallets.
Here’s what he sees after typing in his query:
Because every search has intent, you can safely assume that every one of the searches that lands on your site is backed by some intent.
In the user’s mind, his intent is the most important thing about his entire searching effort. He is not as interested in the specific keywords he’s using as he is in the overall intention behind those …read more