Micro intents of search form a spatial-temporal visualisation of search intent. A process that analyses Search Engine Result Pages. It allows the outcome of a certain type of content that caters to a user’s outlook. It is in keeping with the informational, transactional, and navigational aims. Intents of micro search divide the macro search queries into diversified optimised content.
Effectiveness of Micro Intent in SEO & Content Mapping
A penetrative search diversifies queries and performs an intent search on the content. Mark Traphagen has devised the algorithm of micro search intent. He has shown the way to devise a search intent for micro intentions.
Classic Search Intent aims at low, medium, and high intent keywords. Categories of search in classic intent are informational, navigational, and transactional with a brand search option too. Google is improving its interpretation of search queries. Content needs to optimise SERP. Mapping of content helps to understand the journey of user and search intent.
Elements of Micro Intents of Search:
These intentions are specific to the user’s needs on the search engine. Product selection requires deep understanding of user intentions.
Search Intent plays a role in determining user intent. According to the theoretical approach, search intent is an arrangement in a sequential process. User research on a particular search may start a trigger at any stage of the customer journey. Different searches follow distinct patterns depending on the level of knowledge. The sequence of a search may change, depending on the products searched. Micro intent enabling improves granularity of search in classic search intent. It attempts to delve deeper into user search intentions. It helps to divide classical macro intents into micro intentions.
Micro Search intent applies to the broader categories of Macro Search intents given by the class. A pertinent study on the pre-mentioned categories is:
Search for this intent occurs for educational purposes or explanatory purposes of users.
Entertainment: These comprise content with short videos and memes that are mostly termed snackable content. These consume for leisure and shared directly on social media.
Definition: Search content gives detailed information on the topics for the purpose. Wikipedia information on different topics searched is an example of this type of intent. This helps to develop context on the topic searched by directly providing information.
Expansion: This intent provides comprehensive information on a topic to a person in need of it. The topic deals with from different perspectives. The pillar pages provide depth and scope of content that gives in-depth knowledge on pages.
Enablement: Searches which enable the users to gain the capability to do something by themselves provide this intent.
Aggregation: In this search intent, a user expects answers as charts and lists. This keeps the content concise and clear User searches promote Informational Intent on intense scrutiny. Featured presentation of content provides better information when it appears as an ordered list.
Transactional Micro Intent:
Queries made for commercial purposes form transactional intent queries.
Comparison: The user compares based on comparisons of provided information from the available brands to decide.
Category: A definite interest lies in products and services. Knowledge of products and services is essential to users who avail them. Products or services should focus on the main content.
Service/Product: A user searches to know the exact details of the product or service ordered. These details include the features, price, delivery, and delivery costs. The cost of product or performance makes sense to serve the search intent.
Answer to Transactional content is a carousel of featured videos or products. User ratings, reviews and FAQs optimise transactional micro intent.
In order to optimise Transactional micro intent, one should stress on:
- Clear design
- Clear CTA
- Optimised Text
- Structured Data
Navigational Micro Intent:
Support: Searches of users need to know service-related information. FAQs, comments, and likes/dislikes with all customer comments from the micro intent of a support search.
⦁ Location: The purchase ready user wishes to know the physical place where they avail service.The goal should be to reach the site the user is trying to reach.
⦁ Website : The purchase ready user wishes to know the physical place where they avail service. Contents may cater to multiple micro intents.
Each section serves search intent on marking with navigational keywords. Section label lings occur with clear headers, page titles, tags and descriptions. This makes pages informational and easy to read.
Commercial micro intent:
- A hybrid of Informational and Transactional Intent.
- Reviews from decisions and authoritative sources.
- Technical Specifications and other details.
- Free trials of services and products.
Commercial Intent helps the users in comparison of their product choice with other products. This in turn optimises the intent. Brand recommendations and other pages that might help them make decisions on purchases, and create better commercial intent optimisation.
- Detail analysis of frequently asked questions about the brand help brands understand the queries of users interested in their brand. This helps improve brand awareness search optimisation.
- Customer surveys like Google Consumer Surveys can help generate micro insights into brand perception and the feature of products.
- Customer journey insights are as a continuous process to move between devices and channels. It ensures that the brand delivers expectations and encourages members of a team to work together. A series of brainstorming help in knowing customer journey maps with customer data from existing campaigns.
- In-store interviews at the Brand Retail locations, help one understand why or how the brand is effective in creating awareness.
Testimonials of a company with customer testimonials help in building brand value. Brand optimisation takes place by identifying the critical micro-moment for brands mostly in mobile searches.
Mapping of content helps to understand the customer journey phase.The content of emotional and psychological values are important in the pre-awareness phase.
A. Videos, Reports, Education, Games, Scores, Social Media reports,
B. Riddles, Polls
In the awareness phase, the user tries to find out details according to needs:
C. Related Texts
E. Engaging Studies
In the buying phase, content that influences user decisions are:
A. Product Material
B. Buying Guides
C. Company profile
E. Case Studies
Specific Studies of Informational and Transactional search intents may not be sufficient. Search intent visualisation occurs on embedded metadata. User intent optimisation in search queries is the goal. Semantics brought to the micro search intent help in improving web search.