SEO: search intent and the relevance of website content

SIO in SEO and SEA: Differences and application

In this article, we would like to take a closer look at search intent and SIO, or Search Intent Optimization. Even I myself have only recently discovered the importance of SIO in the context of search engine optimization, although I have been working with SEO for over 12 years. In our SEO analysis tool Seobility, the search intent is displayed in a column for our ranking keywords. I found the topic so exciting that I wanted to take a closer look at it.

A person who enters a term into a web search always has an intention. It is therefore naturally also important to align the content on a website in the search results with the intention behind the search query or at least not to disappoint it. It is best to put yourself in the exact shoes of the person who submitted a search term or search phrase to the search engine. So we think about this from the outset: What is our user looking for? Corresponding keywords should also be found on the landing page.

We divide the search intentions here into 4 categories:

c = commercial: a commercial search intention

This is where users usually prepare for a (purchase) decision.

• Experience with Seobility
• Test report food processor
• Which dog food is the best

i = informational: a informational search query

An informal inquiry is usually simply based on the search for information. This can be recipes, but also health inquiries or tips on IT topics.

• Home remedy for toothache
• Recipe pizza

n = navigational: a navigational search inquiry
The user types in this search query to reach a specific page. In most cases, they do not know the exact URL and have probably not bookmarked it in their browser.

• Gmail Login
• IHK Pforzheim contacts

t = transactional: a transactional search inquiry
The user sends this request because they need to do something. This usually involves a purchase (i.e. a transaction).

• Amazon Prime license
• Pizza fast delivery

Knowledge of search intent is crucial in the field of search engine optimization (SEO), as it helps to better tailor content to the needs of users. Search intent refers to why someone is making a particular search query and what goal they are pursuing. By understanding search intent, we can optimize our website and its content to meet user expectations.

Good knowledge of the search intention of our users is helpful for:

• an improved user experience
• Higher rankings in search results
• better keywords as more targeted keyword optimization is possible
• higher Conversion Rate

Overall, understanding search intent helps us to optimize our SEO strategy, make the website more user-friendly and increase the chances of good rankings in the search results.