In our most recent article, we discussed how Google had divided the types of searches into categories called ‘interpretations’ to determine the results shown to the user.
The dominant and common interpretation
Dominant interpretations are what most users refer to when searching. For example, when someone enters ‘surfboards’ in the search, they are probably looking for stores to buy them or want more information about the history of surfboards. Either way, your interest in surfboards is clear. Google results can cover the experience of buying tables without a problem and the informational segment and even provide recommendations of places where you can go to use the table.
On the other hand, common interpretations can have multiple meanings, such as the word ‘apple,’ which can refer to the fruit or electronic devices. With these kinds of interpretations, Google results cover a variety of possible meanings.
Do / know / go
In mainstream interpretations, search engines focus on three basic intentions, categorized as Do, Know, or Go. Google and other search engines try to determine the type of intention behind a user’s search to display the most relevant results.
Searches in the Do category are transactional. The user seeks to perform an action, make a purchase. This type of search is very important for eCommerce sites. Going back to the previous example, if someone enters ‘surfboards’ in the search, Google will show them the eCommerce sites where they can be purchased and nearby surf shops. Google categorizes surfboard search as ‘To Do.’
Queries in the Know category are informative. Users want to learn something about a product, an industry, a place, etc. Saber searches also include micro-moments when the user does a quick query to update, for example, reviewing a bank statement.
In the case of surfboards, you would have to add ‘history of surfboards’ or ‘make surfboards’ for the search engine to categorize the search as Know. Instead, if the verb ‘surf’ is entered, the search results change and provide more information and knowledge about the sport.
Searches in the Go category are based on a location. The user searches for a specific site or place. For example, if a user enters ‘Florence, Italy’ in the search engine. When you enter ‘surfboards’ into the search, Google doesn’t prioritize it as a Go search. But again, if you use the verb ‘surf,’ you get more results based on knowledge and location. To get information from the Really Go category, you must enter ‘surf trip’ or something similar.
This micro example demonstrates how Google uses this categorization method to determine which results to display. This can be used to ensure a better match between users and businesses trying to solve their problems.
Meta title and meta description for SEO
Understanding this basic SEO information can help improve a site’s rankings and generate more traffic. Another piece of the puzzle is the meta title and meta description, which are displayed on the results pages of Google or any other search engine.
It stands to reason that any business would want to use the main theme of their site or their content in their meta title and description, as these will be the ones that appear on the search page. Users click based on this information.
Keep in mind that the purpose of most searches is to solve a problem, be it by taking action, learning something, or going somewhere. This is the intention that you want to fulfill. The faster a user can see the potential to solve a website, app, or content problem, the faster they will click and start reading. The meta description should, whenever possible, address this problem with the promise of a quick and easy solution.
A user quickly looking at the results page will click on the answer that will likely fix their problem. If we return to the example of surfboards, our user wants to buy aboard. Enter ‘surfboard’ in the search and find several shopping options as well as a map of nearby stores.
It is easy to see that these businesses are trying to solve the user’s problem by offering a large selection of tables and comparing them to ensure that the user finds the perfect table.
Further down, the results page shows information about what to consider when buying a board and how to find the perfect board. This is convenient if the first results were overwhelming for the user; or if the user wants more information before buying a table.