How to reach the right target group using a search engine?

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There are three categories of intent: navigational, informational, and transactional. We will present three examples to illustrate each category.

The article answers the questions:

What are the intentions of search engine users and what are they looking for?
How to write to be found by search engine users?
How to properly prepare content for search engines?
Contents:

First example
Second example
Third example
What function do user intents fulfill in search engines?
How can you check if your search engine users’ intent is correct?
How to optimize user intent in search?
First example
Let’s say your best keyword is “how to blog?” It’s easy to see that this is an buyers email list query, which in practice means that users who type this term have informational intent .
In this situation, the prepared post must contain and provide users with relevant information related to the phrase they are looking for . This is where basic optimization begins :

Matching the subpage to the intention ;
Writing content that directly answers the question asked ;
We encourage you to take action – in this respect our subpage certainly limps – the user’s intention is to obtain information on “how to start a blog”, however your intention is to obtain the user’s email contact and change their intention into a question “how to create a professional blog with your own domain” – your company will undoubtedly do this task perfectly. In practice, this means that in a situation where a user searches for your informational page and has an informational intention, your task is to enable them to change this intention into a transactional one .
Second example
Let's assume that the strongest keyword is your brand name , which indicates navigational intent . A user who enters this phrase may have many intentions - including contact, checking online reviews, obtaining an office address or phone number, etc. Navigational intent in terms of positioning or conversion optimization is not particularly important. However, it is worth making an effort to build an attractive brand identity so that no one has any doubts that they have reached the indicated address. Remember that by neglecting the issue of brand identity, you create opportunities for competition to act, and that is not the point, right? The same applies to Google Ads campaigns - pay attention to the quality of keywords and do not allow them to direct users to competitor sites.