Have you ever known which website you wanted to go to but still went to Google to type the name of the business into the search box?
Perhaps you didn’t know the exact URL for the company, but you knew where you wanted to go and that Google’s search engine was going to help you find your destination.
This is called navigational intent, and your customers do it all the time to get to your website.
Do you know who else knows your customers are searching for your brand? Your competitors. And they’re bidding on YOUR branded keywords in Google.
Today, we’re going to teach you how to protect your brand and customers’ navigational search intent from the competition trying to steal your search traffic with pay-per-click advertising (PPC).
If you’d rather watch than read, check out our latest episode of Small Business Saturday with BJ Bergey, Director of Product Development, and Rauf Tur, Senior Digital Marketing Manager, as they break down navigational intent and why it matters for your business’s paid advertising campaigns.
A navigational query is a form of search intent in which a particular search query is entered into a search engine, like Google, with the goal of finding a specific website or site page. With navigational intent, a user knows exactly where they’re trying to go on the web; they just use the search bar to point them to the right place rather than punching in the URL of their destination.
If you’re not too familiar with user search intent and why it ought to be a core marketing focus of business owners, check out our recent blog, “Get More Qualified Traffic With A Focus On User Search Intent,” where we teach you how to leverage the intent of users’ to drive business objectives.
Although nearly 80% of all searches are informational, navigational intent makes up 10% of the total search volume. This means that if you’re not focusing on all aspects of user intent, you’re leaving untapped leads on the table for the competition to snatch away would-be customers.
In addition, it’s important to point out that although navigational search only makes up 10% of search volume, these are typically bottom-of-the-funnel sales, which means users with nav intent have a much higher likelihood of completing a conversion goal or becoming a new or repeat customer.
Let’s say that you’re a lawyer and are just getting started with digital marketing for your law firm. You want to see where your website shows up on Google, so you type in the name of your firm and discover that a local competitor’s website is showing up above your name, like in the example below.
With Google’s Page Experience Core Algorithm update set for launch in August 2020, user intent is one of the primary focuses of the search engine update and will require business owners to re-evaluate their websites and marketing campaigns to ensure the best possible end-user experience.
As a Google Premier Partner, 1SEO Digital Agency’s team of search marketing experts strives to keep our clients ahead of the curve and their competition. Whether you’re in search of internet marketing for lawyers, medical practices, or for your home services company, our nationally leading marketing firm has you covered! Reach out to us today to schedule your free digital marketing consultation and free paid advertising assessment.
Author: Casey Quinn
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