Search engine optimizers have long categorized searchers’ intent into three main types: to gain information, make a purchase, or locate a business or a person. However, Google has recently introduced a different approach in its quality raters’ guidelines, focusing on “know simple,” “know,” and “do” intents. This new method helps prioritize optimization efforts in today’s AI-driven search landscape.
‘Know simple’ queries are those that require a quick answer, such as inquiries about the weather or specific facts. Google now provides very satisfying answers directly in the search results, reducing the need for users to click on additional links. While it may not drive significant traffic, it is still essential to address these queries on your site to keep visitors engaged.
‘Know’ queries, on the other hand, demand longer and more detailed responses. With the introduction of AI Overviews, Google provides comprehensive answers within search results, eliminating the need for users to click further. Despite this, creating optimized content for ‘know’ queries can still attract relevant traffic and provide value to visitors.
‘Do’ queries involve actionable searches, such as making a purchase or planning a trip. These queries offer substantial organic search potential, as users are likely to click on search results to perform the intended action. Whether the intent is commercial or informational, ‘do’ queries present an opportunity to showcase products in context and drive conversions.
For example, Home Depot excels in responding to ‘do’ queries by creating how-to guides that not only provide valuable information but also link to relevant products. By ranking number one in organic search results for queries like “drywall repair,” Home Depot’s tutorials effectively guide users through the process while seamlessly integrating product recommendations.
In conclusion, adapting your organic search strategy based on Google’s new intent approach is crucial for optimizing your website for AI-driven search. By understanding and catering to ‘know simple,’ ‘know,’ and ‘do’ queries, you can enhance user experience, drive relevant traffic, and ultimately improve conversions on your site.