A search for “yoga for beginners” brings with it the intention to find classes, tips, and postures for those who want to start practicing yoga. They are not advanced tips or Muay Thai classes because that is not what the user is looking for. That may seem obvious, but understanding what’s behind the search terms allows you to plan the content production that matches the buyer persona’s needs.
Marketing channels with a search engine, such as YouTube and canadian healthcare and medical email list social media. In all of them, the person types a keyword in the search bar, which intends to find answers to their questions and needs. Search engines serve to resolve doubts about the prices of a product or the best restaurant nearby. Each survey brings with it the aim of finding some answer.
In general, we can divide these intentions into three main types. Navigational The user already knows where they want to go but uses the search engine as a shortcut to get there. That happens, for example, when they type the name of a brand to reach its website. Navigational search Informational The user wants to get information and learn about a subject. On a buying journey, this type of research takes place at the beginning, when the consumers are trying to understand their needs.