When we talk to clients and prospective clients about 搜索引擎优化, it’s not long before we see them become laser focused on the search rankings in general; often to the detriment of all the other signals out there.
现在排名非常重要，但它们只是拼图游戏的一部分，尤其是当我们考虑关键字意图时。
什么是关键字意图，我听到你了问？
好吧，我很高兴你问了......
解释搜索结果页面
Keyword intent (also referred to as search intent) is the actual intention behind a keyword or phrase that’s typed into Google. In other words, what the searcher is looking for and, by definition, where they are in the buying cycle (or if they’re even remotely interested in your products or services in the first place).
关键字意图往往是细分为三大领域：
- Informational – these are searches where the user is looking for educational content on a given topic or a solution to a specific problem. We call this ‘top of the funnel’ traffic and generally speaking we create blogs or purpose made guides to attract this content.
- Example: “how to fit a carpet?”
大多数进行信息搜索查询的人还没有做好转换的准备。然而，仅仅因为这些搜索者不会立即订阅您的服务或购买您的产品并不意味着他们不值得作为目标。
为信息目的创建内容是提高您的业务知名度的一种方式。
When you provide valuable information through your content, you demonstrate 专业知识，权威性和可信度, which Google values highly in its 搜索质量评估指南.
从用户的角度来看，通过您创建的有用信息内容找到您网站的搜索者将希望继续返回以获取更多信息。他们的反复访问将增加转换的几率。
- Investigative – these are searchers that are looking to compare or contrast various solutions to a problem. These searches often return “best of” or “top ten” or other “listicle” related content. This traffic is towards the middle of the marketing funnel.
- Example: “what to look for in a carpet fitter”
调查意图搜索是推动搜索者进行转化的主要机会。他们已经在市场上寻找产品或服务，但他们只需要更多数据来帮助他们做出决定。
从某种意义上说，调查性搜索查询既是信息性的，也是交易性的。搜索者正在寻找信息以进行正确的交易。
您为此类搜索创建的内容与信息内容具有相同的好处；当您针对搜索者正在比较和对比的项目提供有用的事实和合理的想法时，您就在该领域建立了信誉。
- Transactional – these are the searches where the intent is clearly about purchasing or acquiring something and tend to return what we like to refer as your “money pages”. These are searchers towards the bottom of the marketing funnel.
- Example: “carpet fitting service Bristol”
具有交易意图的搜索者往往会具体说明他们要寻找的内容，包括品牌字词和搜索字词中的位置。他们仍然希望获得尽可能最好的交易，所以他们有时也会包含“销售”或“价格”等词
交易搜索都是关于转化的，因此不再需要编写长篇内容教育搜索者了解他们已经完成研究的产品或服务是如何工作的。
搜索者已经愿意消费；您的交易页面只需要专注于提供人们用谷歌搜索的产品或服务。明确的号召性用语是这里的关键，最终确定交易的整个过程要尽可能顺利。
为什么关键字意图很重要？
It drives your content strategy — Understanding what searchers actually want from the keywords they use allows you to tailor the content on your website to the desires of your target audience.
如果您知道您的受众正在寻找有关智能供暖系统的信息并且您安装了它们，那么通过将它们推送到您的服务页面，您不太可能会有所收获。相反，通过仔细引导他们完成整个过程的分步指南创建内容比试图让您的服务页面捕获所有流量更有可能让您获得这种流量。
研究关键字意图可以让您创建特定的内容片段迎合搜索者在销售渠道中的位置。您可以构建针对不了解您的品牌的搜索者以及准备购买的搜索者的内容。
It captures leads — Searchers who discover your website through a whole ton of content that matches their informational search intent are all potential leads.
By always giving searchers the relevant information they are looking for, sometimes before they even know they’re in the market for your product, they are far less likely to go elsewhere when they do come to make a purchase. And the longer they stay on your website, the higher the chance you can turn them into a customer.
It builds your brand — Consistently providing relevant information to searchers helps build your website’s reputation as an authority on whatever subject you are making content for.
回答问题d 使用人们认为有用、有见地或有价值的内容来满足需求将使您的网站成为值得信赖的信息来源。然后，这种信任可以扩展到您的品牌所提供的一切。
人们将更有可能花时间在您的网站上，试用您的产品和服务，并更加熟悉您的品牌。
It boosts your rankings — Google cares about search intent as serving up content in its 搜索引擎结果页面 (SERP) that matches what the user is looking for, as it’s paramount to it providing a good service.
因此，如果 Google 关心它，那么 SEO 也会关心。
If Google sees that a searcher who clicked on a search result stays on that web page instead of leaving immediately, that’s a 积极信号 that the web page provides content that is relevant to the searcher. Google wants its users to find the content they’re looking for, so it rewards web pages that provide that content with higher rankings on the SERPs.
Conversely, if the content doesn’t match what users are looking for, which Google can tell through a low 点击率 and/or high bounce rate among other factors, the web page gets bumped further down the SERPs.
什么是 SERP 意图？
Our friend Ryan Stewart of Webris in the US, has gone one step further and identified another aspect to this process, which he calls “SERP 意图”. This is not the intention of the user, but rather how Google interprets that keyword as defined by what it returns in the search results. You can read more about this on his website by clicking the link above.
Ryan 举了一个例子来说明这个概念，即搜索查询“廉价蛋白粉”。
关键字的意图并不是那么简单，因为搜索者可能正在研究具有预算选项的蛋白粉品牌，或者他们可能已经在寻找以划算的价格购买蛋白粉。可能是信息性的，可能是交易性的。
SERP 意图展示了两者如何成为真实。
By checking the search results, you can see links to big e-commerce sites selling cheap protein powder and smaller sites reviewing cheap protein powder. Google interprets “cheap protein powder” as both an informational and transactional search query.
根据网站的规模和权限，如果它是一家老牌零售商，它可以优化其提供廉价蛋白粉的货币页面，或者它可以专注于创建信息内容，权衡廉价蛋白粉的利弊。
分析 SERP 和辨别模式需要做更多的工作，但是分解搜索者的意图是非常值得的与谷歌如何理解搜索者的意图进行比较。
这样做可以让您将内容创建策略集中在某些关键字上。
我们可以帮助您找到关键字背后的意图
I like to think of keyword intent as the third dimension in any SEO strategy. Whilst you can create a very detailed 2D plan by researching and analysing all the related keywords in your industry, it’s only when we categorise them by search intent, can we bring that model to life and begin to understand how these keywords fit together in your SEO.
您是应该针对给定的关键字优化您的“金钱页面”之一，还是构建更多信息内容（例如博客和指南）来吸引这种流量？了解关键字意图会告诉您这一点。
如果您的网站的意图与您提供的内容完全不匹配，那么为您的网站加载新流量是毫无意义的。最终，这种不匹配会妨碍您的 SEO 策略并阻止您发挥网站的潜力。
I’ve only brushed the surface of how keyword intent works here, but as you can see, it’s intrinsic to the success of your SEO strategy. Our 免费 SEO 预测工具 will teach you more about keyword intent and show you how to identify all those really juicy transactional keywords, whilst outlining what kind of revenue you could be seeing by ranking for them.
Or if you’d like to talk to us directly, why not 预订策略电话 today.
发布者
Paul Morris
2022 年 12 月 6 日
SEO