The reason for a search on a search engine is known as search intent. To put it another way, it’s figuring out why potential hearing aid patients are searching in the first place. Do they want to buy something, or are they just looking for information?
Let’s talk about why search intent is so important for your hearing practice SEO.
What role does search intent play in SEO?
You have a better chance of ranking for a term if you can grasp your users’ intent when they write a specific query than if you don’t. By presenting useful content from the web, Google hopes to meet users’ search intent. You must first determine why the user is conducting a specific search and then tailor your content to match the user’s needs.
That isn’t to say that backlinks and other Google ranking variables aren’t still important. They are still there. However, no matter how good your link profile is, it won’t rank if you optimize your page for search intent.
How does Google figure out what you’re looking for?
Google is constantly changing the ranking factors, and it can be challenging to keep up. In 2015, they introduced RankBrain, a new algorithm for its search engine. Artificial intelligence (AI) powers RankBrain, which helps determine the relevancy of search results. Google can grasp and recognize how words shape context with the help of AI. That is precisely how search intent works.
Google’s algorithm can be tweaked by RankBrain on its own. It can figure out which ranking component is ideal for interpreting a given search query. It then applies one of them or mixes many factors based on this selection.
For example, if you look up the term “hearing loss,” you’ll see many results. A featured snippet from Google appears, providing a concise definition. According to Google, the search intent for this keyword is informative, implying that the user is looking for informative articles.
The four types of search intent
Search intent can be categorized into four categories:
- Informative
- Navigational
- Commercial
- Transactional
These search queries account for 91% of all search searches. Let’s look closer at each of these transaction types.
#1. Informative searches
Informational keywords are used to find out more about a particular subject. People, places, products, and services are all included. This is a very popular type of search. It might be a fundamental question like, “What is a hearing aid?” or a more complex question like, “What is noise-induced hearing loss?”
It is not required that all informational queries take the form of questions. It may also include things like weather information, restaurant opening hours, and other information.
#2. Navigational searches
To locate a specific website, place, or brand, navigational keywords are employed. Most users prefer to search for their address on Google rather than putting the full URL into the address box since they already know where they want to go.
For example, if you want to go to facebook.com, you might write ‘Facebook’ into the Google search box. Then, on the first result that appears, click on it. As long as you have a reasonably unique hearing practice name, these searches are easy to rank for.
#3. Commercial searches
Commercial keywords form part of the research done before making a purchase. Your users are conducting market research and have not yet made a purchase decision. They’re trying to compare and contrast their options by reading reviews and comparison articles.
For example, “best hearing aids in North Dakota,” “best audiologist in North Dakota,” and so on.
This is one of the most profitable types of keywords. Users seeking these terms seek guidance online because they haven’t nailed down the exact product/hearing provider they’re looking for. Review articles online have the potential to impact their decision-making and assist them in making a decision.
#4. Transactional searches
This is the last stage of the buying funnel when your user has decided what he wants to buy and is looking for information about it. Transactional keywords are phrases that potential buyers type into a search engine to find a product or service they want to buy.
For instance, “free hearing test Boulder, CO,” “Real Ear Measurements Vermont,” “free trial hearing aid,” and so on.
These keywords are essential to rank for because users are typically close to making a purchase. These keywords may have a low search volume and a long tail, but they have a high conversion rate. That’s because the user’s intent is obvious, and you can develop content to meet their needs.
If you’re looking for help with your hearing practice SEO, we can help. Contact us today to set up a consultation.