If someone on the street asked you, “where is the nearest coffee shop?” you’d have a pretty good idea of what they were looking for out of that exchange. If they were more specific and asked for a branded coffee shop, their intent would be even more apparent, and you might give them a different answer to help them out.
The fact that most people now turn to search engines for these questions gives you an idea of how important that intent is online. To get in front of these potential inspection clients, who may be planning to schedule a home inspection soon or looking to schedule right now, inspection companies must optimize their inspector website content to point them in the right direction.
There are numerous ways in which people search to discover, explore, and buy services online, so we’re taking a look at the key motivators behind those searches to help you refocus your content and SEO strategy—and, give prospective clients more of what they’re looking for, and less of what they’re not. In the previous article, we learned how what keywords are and how to choose the right keywords.
In the following few articles, we’ll discuss:
What keyword intent is,
Why keyword intent is important for SEO,
How to use keyword intent in your content strategy,
Using keyword intent to identify optimization opportunities, and
Applying keyword intent to your strategy
What is keyword intent?
Keyword intent (also sometimes referred to as “search intent” or “user intent”) is a notion of the type of result people expect to find when they use search engines.
Their chosen search terms can indicate the nature of the content they want to see in the search results. They are traditionally grouped into four distinct categories: Informational, Navigational, Commercial, and Transactional.
Here’s how they’re defined.
Why is keyword intent important?
These categorizations help owners of inspector websites to structure their content and SEO strategies to better serve website visitors up and down the buying funnel (shown below).
If someone uses an informational term, for instance, they are more likely to be at the “awareness” end of the funnel. In contrast, a transactional term may indicate they are ready to schedule an inspection (conversion). Navigational and commercial terms (also referred to as “purchase research” in the image above) might mean they are somewhere in the middle.
A deeper understanding of user intentions can make for a more robust plan to appeal to those intentions. Building the content strategy of your inspector website around this allows you to plan the most appropriate formats accordingly, from guides on how a home works and how to maintain a home to inspection product or service comparisons and use them to drive potential clients down the funnel and closer to conversion. A well-designed inspector website aims to convert site visitors into scheduled clients.
Make sure you choose an inspector website design company that knows how to take advantage of keyword intent and searches for your SEO strategy.
This information is provided by Wix.com. We are InterNACHI's Official Vendor for inspector website design, and we use Wix to build search-engine optimized, custom websites for home inspectors so they can easily manage their online businesses.
We just learned about Google Search keywords and how to choose the right ones for your home inspector website. In our next article, we’ll learn how to use keyword intent in your website content strategy.