Basic needs in search intent: User/Search Intent is translated as user or search intent. This user intent expresses the reason, need, or goal for which the user typed a search term into the Google search in their browser.
Every time a user types something into Google, they’re asking a question. The user demands an answer to their search query to satisfy their needs. Google delivers the optimal result to the user, fulfilling their needs and satisfying their advertisers.
User intent is divided into three factors or basic needs: the basic need is either informational, transactional, or navigational. These factors come into play when the user intends to query Google for facts, specific pages, or prices.
Google names the factors
By providing these six tips as a prerequisite, you can guide users through their Google search. This offers the opportunity to improve search results, as Google recognizes the search query/intent of the search engine user and thus guides them to their goal more quickly.
When searching for a specific category, there are a number of basic needs that lie behind the search queries.
According to Google, the following 4 categories are in demand:
- Searches for information in which the user wants to find out more about a topic.
- Search queries for transactions, in which the user has concrete intentions to act, e.g., buying a product, watching a video, making a reservation in a restaurant, etc.
- Search queries for navigation, where there is a desire to visit a website, such as Instagram.
- Commerce searches, in which the user has a specific intent to act, just like with transactional searches. However, commerce is always associated with money. Google Shopping ads may then appear.
The term makes a difference
If the user adds the terms “buy, ” “donate, ” “appointment,” “reserve, ” or “download ” to the search query, Google can immediately classify it as a transactional search. An informational search might use terms like “birthday,” “biography,” “age,” or even questions like “how,” “where,” and “what.”
Reach your goal faster thanks to Google Question Boxes
In addition to the options at the bottom of the “Similar searches to…” page, Google has the “Question Box” feature.
After clicking the arrow next to the question, a box opens with the corresponding answer. Depending on which question the user clicked, the question box expands to include additional questions on that topic.
Google’s Advanced Basic Needs
https://www.thinkwithgoogle.com/consumer-insights/consumer-needs-research/
Google calls further basic needs the so-called “six need states”, such as
- Thrill me (fascinate me)
- Impress me
- Educate me (teach me something)
- Reassure me
- Help me
- Surprise me
Recognize and classify search queries in Google Search
The reason intentions arise is a user’s basic needs. If someone is looking for a new laptop, that doesn’t necessarily mean they’ll buy it right away. The first step is to search for facts and information. Accordingly, the initial search query is an informal one.
Another example would be if a user types “Hugo Boss” into the search bar. This user either wants to find the person or just the brand. They are interested in products or the history of Hugo Boss —both are possible. This is either a search for information or a transaction, with the intention of ordering something.
The reason why search intent is crucial for Google and SEOs
Google’s goal is always to provide users with the best results for their searches. This is crucial for individual searches. Through improvements and updates, Google strives to better understand users’ search queries every day and guide them in their search.
The reason Google is the most widely used search engine in many countries is that it has always provided the most relevant and therefore satisfying search results. Google is working to better understand search intent to maintain its top position among all search engines.
Anyone optimizing a page for Google should therefore pay attention not only to the search intent, but also to how Google classifies and answers the search query. User intent must be known for this. Content is therefore structured thematically around the desired response. Content should therefore either inform (comprehensive = educate me), impress me with facts (= impress me), provide further help (= help me), offer old information to support these (= reassure me), fascinate (= thrill me) with graphic animations, or even surprise (= surprise me).
Good content improves search intent
Those who write high-quality content have a higher chance of achieving a good ranking in Google results. Target audiences can be directed to a specific website using keywords. To influence Google rankings, keywords that align with user intent can be included in the content. Recognizing a user’s needs is highly relevant for content. Our content marketing team takes care of answering search intent effectively.