Spend time researching “Know,” Do” and “Go” queries so you can create content that puts you in front of the consumer at all stages of their purchasing cycle.
In 2011, Google coined the phrase Zero Moment of Truth. They recognized how consumer behavior was changing in the online world.
The Zero Moment of Truth references the point in a buying cycle when the user is researching a product.
It’s the moment between the stimulus that makes you aware of a product (like an advert) and the First Moment of Truth (coined by AG Lafley) – the moment the user interacts with a brand just before making the purchasing decision.
In 2019, you need to make sure that your business and website are in front of the users at the time that they are researching the products you sell. Your brand needs to be at the forefront of their minds when they are ready to press the “Buy Now” or “Add to Cart” button.
But how do you go about finding out what kind of content you need to produce to appear at the different stages of the buying cycle?
This is where search intent comes in.
What is search intent for SEO?
First coined by Andrei Broder back in 2002 [pdf] (interestingly an Altavista employee and not a Google one), search intent is crucial for a successful SEO campaign.
Andrei says search intent can be broken down into three distinct types:
- Informational Searches
- Transactional Searches
- Navigational Searches
So how does that work for SEO?
Let’s say we are doing SEO for a fictional e-commerce store that sells appliances. We can use this to show how the three different types of search intent work. – Read more
