User intent
User intent is a term that refers to the user's intent with regard to information delivery, Internet navigation and/or transaction. This versatility directly indicates the great importance for an organization to place great value on this user intent. After all, in many cases, this user intent will form the basis of both short- and long-term strategies. In addition, user intent forms an important basis of the online strategy being followed. After all, customer intent has a great deal of influence on the customer journey, and much website content is focused on these steps the customer takes in the sales process. In many cases, the customer actually first searches for information about a specific offer, then navigates which offer best meets a specific need, and then a transaction will take place.
Another important reason for a company to have a clear picture of user intent is search engine optimization. For the findability of a website/webpage, it is important to have a clear picture of what the target group indicates in the search engine window in order to obtain specific information. This knowledge gives an organization every opportunity to act on this and provide the target group with targeted content. This is demand-driven marketing.
