The word on almost everybody’s lips in the tech industry is artificial intelligence. It is set to be the most disruptive type of technology in this time and age. There is evidence that it is nearing integration into the normal course of life and business in all the news stories and new products that are coming out geared toward its integration. Self-driving cars, smart speakers, and robots are all manifestations of this technology, but artificial intelligence also affects the intangible aspects of technology. The realm of digital marketing is not exempted from this trend.
How Search Intent For SEO Will Play a Role On Artificial Intelligence Age
Search engine optimization is currently one of the most effective methods of gaining online exposure for your website, brand, and business. The algorithm that has played the role of arbiter over what content is relevant to users has been known to change from time to time without Google explicitly indicating what the changes to the algorithm’s criteria are. Knowing what Google algorithms’ primary criteria are would help direct your marketing efforts toward much more meaningful results. We now know that search intent will become one of the primary bases for ranking a website once artificial intelligence becomes a mainstay across the tech industry.
What Exactly Is User Intent?
User intent refers to the goal or objective that a user has when performing an internet search. User intent is generally into three categories types:
- Informational – when a user performs a search in order to acquire new knowledge. (e.g. How to choose an SEO company)
- Transactional – when a user intends to purchase an item. (e.g. Nike Vapormax 2019 for sale)
- Navigational – when a search query performs with the intent to find a website, especially that of a brand. (e.g. dbrand.com)
User intent is an important aspect of SEO because Google places a great deal of value on content relevance. There are many ways that the algorithm determines whether the content that a website contains is relevant to a user. But the general rule is that content-wise, you have to provide rich information. That’s also in a manner that is easy and pleasing to read.
The primary reason why it’s important to focus on user intent is that artificial intelligence allows for more conversational search inquiries. As a result, the case with smart speakers that can be active on voice commands. After all, a conversational query requires a conversational answer.
Intent marketing makes use of the data gathered from users in order to help predict a user’s intention to buy. Adopt, or process a particular product or service. There are many sources for gathering intent marketing data. If we cancel more data, more accurate the predictions are going to be. As a result. that artificial intelligence is going to be a primary computational mechanism in the prediction of buyer intent.
With this in mind. Finally, it’s important to be able to account for what your intended buyers need when they search for your site. You have to determine whether your content is in-line with your audience’s needs, whether your website is navigational, informational, or transactional.