Subsequent Search Intent — Whiteboard Friday


Satisfying search intent is a vital element of our each day web optimization work. However when you’re not pondering forward to what a searcher would possibly search for after that preliminary question is answered, you would be lacking out.

In right now’s Whiteboard Friday, Ola tells you what “subsequent search intent” is, why it is essential, and how one can optimize for it. 

whiteboard outlining tips for determining the intent of a searchers next query

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Hello, Moz followers. I am Ola King. I am a consumer researcher right here at Moz, and I am excited to hitch you right now for an additional version of Whiteboard Friday. At the moment I will be speaking to you concerning the subsequent search intent. In a earlier Whiteboard Friday, I discussed the three bosses of web optimization, and one of many components that I discussed affecting web optimization are the search intents behind every search.

So everybody performing a search on a search engine is on the lookout for one thing, and the search intent is the aim behind that search. As an web optimization, satisfying that search intent is vital to the success of your content material. Britney Muller has a really in-depth Whiteboard Friday on this subject already, so I am not going to be protecting that. Logan Bryant additionally has one other subject referred to as the hidden search intent. In order that’s one thing you need to take a look at as properly. 

However right now I’m going to be speaking about what occurs after you fulfill the preliminary search intent, so the subsequent search intent. 

What’s subsequent search intent? 

So what’s subsequent search intent? Nicely, when you’re taking a look at search as a journey, the subsequent search intent is the subsequent step in a searcher’s journey that’s what somebody would most probably be on the lookout for subsequent after they’ve accomplished the target of a specific web page.

So if search intent helps a searcher keep in your web page, subsequent search intent helps a searcher keep in your website. 

Why is it essential?

So why is that this essential? Nicely, web optimization isn’t just about rating. With a purpose to actually maximize your efforts for web optimization, it’s a must to begin fascinated with how are your pages changing, how do the pages transfer folks into the subsequent levels in your funnel, so funnel optimization, what is the consumer expertise to your searchers, what is the buyer journey like and the way are they engaged with the related content material that you really want them to be participating with, how is that this serving to you keep your ultimate prospects or searchers, and the way is every content material internally linking with different items of content material that you’ve in your website, and in addition the site visitors distribution as properly, so how are you shifting site visitors from the the top-performing pages into pages that may not be getting as a lot site visitors.

Learn how to establish subsequent search intent

So how do you implement subsequent search intent? Nicely, the purpose of subsequent search intent is absolutely to establish what persons are most probably to seek for subsequent after which nudge the searchers into these subsequent actions. So you are able to do this with easy calls to motion, embeds on pages, and hyperlinks from one web page to a different.

Or you may get extra superior by tweaking your nav bar, making issues a bit personalized, including a learn subsequent part to every one among your pages, having launchers that pop up. So many alternative concepts. Just about your purpose is simply to consider a specific web page and assume as a consumer, as a searcher, “What would I most probably want subsequent after I’ve consumed this data?”

So some methods to get concepts is to know your searcher’s persona, take a look at related key phrases that may be associated to what your web page is rating for, take a look at different rating key phrases that you’re rating for as properly. Take a look at what your opponents are rating for that you simply won’t be rating for. This would possibly offer you concepts of your blind spots for content material that may not be related to your specific web page however different associated pages.

Perceive the curiosity journey. So that is like buyer journey, however as a substitute of taking a look at your funnel, you are attempting to have a look at, when it comes to an data let’s name it map, what would somebody need to find out about subsequent. Deal with the consumer expertise as properly. Offering essentially the most related data all the time helps with a superb consumer expertise.

Examine your Google Analytics and see what pages are folks visiting after they land on a specific web page. That provides you with clues into what is the subsequent web page or subsequent intent that they need. You may as well look on Google. Simply seek for a key phrase and you may see for some key phrases the folks search subsequent as properly, and that is the obvious option to discover the subsequent search intent.

4 varieties of search intent

So how do you do that? Nicely, when you’ve watched Britney’s video or different data across the search intent, you’ll perceive that there are 4 principal varieties of search intent — so informational, industrial, navigational, and transactional.


So for informational, your purpose is absolutely to offer a superb consumer expertise and to optimize your funnel in an effort to transfer folks or searchers from one web page to a different. So you are able to do this by surfacing associated content material after which linking to your related pages in your website. 


For the industrial one, your purpose is for conversion as a result of industrial is nearly buy intent.

So you are able to do this by including a comparability of your opponents’ product or related merchandise that you’ve in your website, including coupons, low cost, and answering any objections that somebody may need. So be proactive on the data that they would want earlier than they want it after which floor it onto your web page.


Navigational, the purpose can also be a superb consumer expertise, retaining folks in your web site, and ensuring you optimize your journey, in order that’s site visitors and movement from one web page to essentially the most related subsequent web page. You are able to do this with launchers that pop up as customers carry out sure actions on the web page.

You may have personalized nav bars. You may arrange your website hyperlinks appropriately in order that from the various search engines that turns into obvious what web page folks can go to as properly. 


So for transactional, that is somebody already is aware of what they need and they’re simply attempting to purchase issues. Your purpose on this case is simply to transform and upsell.

So that you need to have your associated merchandise surfacing, have your product variations, after which have the appropriate purchases, like Amazon’s folks additionally purchase sort of factor. You may put just a little demo as properly to assist the searchers who may be on the lookout for how your product works in actual life by being proactive and having that in your web page.

However yeah, so that basically is the subsequent search intent. When you’ve got any concepts that I may need missed, please do not hesitate to succeed in out and I’d like to study from you as properly. The primary key factors to study that is with regards to web optimization, you need to take into consideration issues in a holistic method.

You do not need to simply take a look at one web page in your website. You need to take a look at how every web page connects, and understanding the subsequent search intent lets you convey worth from one web page that’s performing properly to different pages in your web site in order that your whole website will be blooming. However yeah, thanks for becoming a member of me right now and see you subsequent time.

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