Classifying queries based on classic search intents is no longer as effective as it once was. Today, SEOs aiming to understand search intent should closely analyze micro intents. This article will explore 12 different types of micro intents, helping you identify the types of content you should create.
Google’s Focus on Recognizing Search Intent
When I first saw the Quality Rater Guidelines in 2011, I was struck by the recurring theme of search intent. Google clearly states in these guidelines that search evaluators must first understand the intent behind a keyword before evaluating search results.
“Understanding the query is the first step in evaluating the task. If you don’t understand the query or user intent, do web research using the Google search engine or an online dictionary or encyclopedia. If you still don’t understand the query or user intent, please release the task.”
Google’s core updates suggest that, in addition to E-A-T, it is also focusing on recognizing search intent and the corresponding match with the content to improve the user experience with the SERPs.
Given Google’s increasing accuracy in interpreting search queries and their intent, a more detailed SERP analysis is now necessary.
The Classic Search Intents
In traditional search marketing, keywords are typically broken down into these categories:
- Informational
- Transactional
- Commercial
- Navigational
- Brand
Transactional and commercial intents can sometimes be combined as they are similar regarding user intent. Google classifies keyword types in its quality rater guidelines as follows:
- Do = Transactional
- Know = Informational
- Go = Navigational
In 2015, Google added another class, Know Simple, for simple search queries providing direct answers in the SERPs, often through a OneBox. Typical use cases include:
- Calculators
- Weather
- Time
- Translation
- Specific attributes of an entity
Here’s an example for the search query [height empire state building], which shows direct answers provided by Google.
Additionally, the need for topicality and regionality means it makes sense to add:
- Trending keywords
- Regional keywords
I won’t delve deeper into classic search intentions since there are many great articles on this topic.
What Are Micro Intents?
The concept of micro intents describes sub-forms of classic search intents (transactional, navigational, and informational). Analyzing SERPs to determine micro intents allows us to derive specific types of content users expect for a search term.
Micro Intents for a Better Understanding of Search Intent
From hundreds of SERP analyses over the last ten years, the following content properties and micro intents have emerged:
Informational Micro Intents
Informational searches can include micro intents such as:
- Entertainment: Seeking to pass the time with content like memes or short video clips.
- Definition: Looking for basic answers to understand a topic. Wikipedia is an example of content fitting this micro intent.
- Expansional: Deep diving into a topic with comprehensive content that covers various perspectives.
- Enablement: Specific guidance to empower users to do something, often provided in a step-by-step format.
- Aggregation/overview: Seeking a neutral overview, typically presented in formats like tables or listicles.
Transactional/Commercial Micro Intents
These intents include:
- Comparison / Orientation: Looking to compare and gain an overview of products or services.
- Category / Selection: Interest in specific products/services but undecided on which variant.
- Service / Product: Specific information needs about product/service attributes, prices, and guarantees.
- Brand: Gathering information to build trust in a brand or provider through testimonials and reports.
Navigational Micro Intents
Examples include:
- Support: Seeking service content for using a product.
- Location: Finding a physical location to visit.
- Website: Navigating to a specific area of a website.
Micro Intent by Verbs
Another approach to classifying search intents involves focusing on the verbs used in the context of the keyword/topic. This method helps further refine our understanding of the user’s intent.
Types of Search Intent in the Customer Journey
The search process often follows a specific sequence based on the phase the searcher is in, from gathering information to seeking specific products to buy. Google’s "Messy Middle" describes this as a continuous loop of exploration and evaluation before making a purchase.
The search sequences can vary within the customer journey. For instance, certain search patterns reflect different stages such as informational, transactional, commercial, leading finally to conversion.
Mapping Content Types to the Customer Journey According to Micro Intents
It’s essential to map content types to the customer journey phases using micro intents. Here’s a breakdown of recommended content types for different phases of the customer journey:
Pre-Awareness Phase
Proactively distributed content with emotional triggers can include:
- Viral videos
- Memes
- Games
- Polls
- Social media stories
- Sweepstakes
Awareness and Consideration Phases
Users actively seek information related to their interests:
- Podcasts
- Calculators
- Guides
- Studies
During the consideration phase, users begin to show interest in solutions:
- Product tests and comparisons
- Configurators
- How to find … guides
Preference and Purchase Phase
Specific products and offers become the focus:
- Product texts
- Buying guides
- Customer testimonials
In the purchase phase, detailed process information is crucial:
- FAQs
- Payment explanations
After-Sales and Loyalty Phase
Post-purchase, users need content about using the product:
- Delivery status
- Care instructions
- Installation guides
In the loyalty phase, user content preferences cycle back to earlier phases, aiming to convert them into repeat buyers.
11 Key Insights About Micro Intents
- Use multiple content formats for synergy and catering to various consumption preferences.
- Identify suitable content formats through SERP analysis, keyword research, and target group discussions.
- Different content types and formats perform differently across the customer journey.
- Consumption habits vary by industry, target group, and context.
- Micro intents offer more precise content recommendations than classic search intents.
- Pre-awareness and awareness phases benefit from "around-the-user content."
- Interest in solutions and products increases from the consideration phase.
- Preference-phase content should focus on potential solution providers.
- Purchase-phase content should streamline the buying process.
- Post-purchase, support in using the offer is essential.
- In the loyalty phase, re-engage customers with relevant content.
Understanding and implementing micro intents can significantly enhance content strategy, catering precisely to user needs at every stage of the customer journey.
