Search engine optimizers have long segregated searchers’ intent into three types: to gain information, make a purchase, or locate a business or a person.
Google’s latest quality raters’ guidelines offer a different intent approach: “know simple,” “know,” and “do.” Google’s method helps prioritize optimization efforts for today’s AI-driven search and elements.
Here’s how to adjust your organic search strategy based on the new guidelines.
‘Know simple’ queries
Per Google, searchers needing a quick answer have a “know simple” intent. Examples include “weather,” “when was the Empire State Building constructed,” or “how much protein in an egg.”
Those are low-priority keywords because Google now provides very satisfying answers in search results, removing the need to click (especially with AI Overviews).
That doesn’t mean ignoring “know simple” questions on your site. Respond to visitor queries to keep them from leaving, but don’t expect the answers to drive traffic.
‘Know’ queries
“Know” queries demand longer, more detailed answers. Before AI Overviews, Google served only “featured snippets” for quick answers that required searchers to click links for the full explanation.
AI Overviews provide much more detail than featured snippets, and there’s often no need to click elsewhere. Consider, for example, the AI Overviews response to “why take probiotics.” The response includes links, but its thoroughness suggests no need for further research.
Nonetheless, creating and optimizing content for “know” queries could generate relevant traffic and, like “know simple” answers, help visitors.
The response in AI Overviews to “why to take probiotics” is thorough and detailed. Click image to enlarge.
‘Do’ queries
“Do” searches imply an action and represent huge organic search potential. The action could be to purchase an item (“magnesium online”) or, say, to take a vacation (“what to see in Hawaii”).
Google states some “do” queries are “open-ended,” meaning many types of content could help. For example, searchers of “bathroom organization ideas” may want to browse images and videos, read how-to guides, or both.
Many “do” queries are impossible to answer in an AI Overview or featured snippet. Searchers will likely click off the results to perform the action.
That is why such queries have solid SEO potential.
The intent of “do” queries could be commercial or informational — both are important for SEO. Informational queries offer an opportunity to show products in context, such as a cabinet seller responding to the “bathroom ideas” search. This problem-solving content can drive sales while helping AI understand your items.
For example, Home Depot produces many how-to guides that list and link to relevant products. For a “drywall repair” query, Home Depot’s tutorial ranks number 1 in organic search on Google, explaining how to patch and repair drywall and linking to those products.
The tutorial includes a video, difficulty level, and duration to complete. Users can add products without leaving the page. The tutorial responds to a “do” query and generates organic search traffic that drives conversions.
Home Depot’s drywall tutorial includes a video, difficulty level, and duration. Users can add products without leaving the page. Click image to enlarge.