Lily Ray, SEO Director of Path Interactive, recently shared on Twitter an interesting chart from Ahrefs showing how the number of search intents changes for one keyword over different periods of time. Google’s John Mueller responded to this tweet by suggesting that it makes sense to create content that encompasses “multiple possible user intent”.
John Mueller commented on it this way:
“As far as I can see, these intended intents change over time, and this is a little beyond the control of webmasters (sometimes user expectations change, sometimes algorithms or other things). By embracing several possible intents, you insure against these changes. “
Thus, you need to create content that covers all types of intents that the company/site can satisfy. This is also true when creating blog posts, pages with content elements, and other types of pages, notes SearchEngines. It is important to focus not only on key phrases aimed at purchasing a product or service, but also defining the customer’s path to their choice. In other words, satisfying the information, navigation and transactional intentions of users.
Note that this spring, Google received a patent in the field of understanding search intent called “Predicting intent of a search for a particular context”.
NIXsolutions reports that according to patented technology, a search engine can use contextual information, including location, interests, time of day, and other information, to understand the intent behind a search query. The computing system can determine the relevant context for the query and predict the intent or purpose of the search using the search query in the relevant context. The search engine can then adjust the search results so that information corresponding to the search intent prevails over other information in the search results.