Tailor Your Message to Your Audience’s Purpose
There are different types of intent that people have online, and each one affects the type of content you produce and how its presented. The four major types of searches people conduct are:- Informational: they want to learn something.
- Commercial: they are considering making a purchase and want to learn more about their options, e.g. “the top smart speakers of 2020.”
- Navigational: they’re looking for something, e.g. typing in Macy’s to be directed to the Macy’s store website.
- Transactional: they want to buy something and are looking for a specific type of product.