As an eCommerce owner, you’ve likely noticed that the old ways of attracting customers online aren’t as effective as they used to be. That’s because the landscape of search engine optimisation (SEO) is changing. People are searching differently, and search engines are getting smarter at understanding what users really want.
This guide will help you navigate the shift from focusing solely on keywords to prioritising user intent—a change largely driven by advancements in artificial intelligence (AI). We’ll break down what this means for your online store and provide practical strategies to help you stay ahead.
The Evolution from Keywords to User Intent
Why Traditional Keyword Strategies Fall Short in SEO Today
In the past, optimising your eCommerce site meant sprinkling popular keywords throughout your content. If you sold running shoes, you’d use the term “running shoes” as often as possible, hoping to rank higher in search results. While this method had its moment, it often led to content that felt forced and didn’t truly address what customers were looking for.
Search engines like Google have evolved. They’re no longer just matching keywords; they’re trying to understand the purpose behind a user’s search. This means that simply stuffing your content with keywords isn’t enough—and can even hurt your rankings.
Understanding User Intent in eCommerce Search
User intent is all about the “why” behind a search query. When someone types something into a search engine, they’re looking to accomplish a specific goal. Recognising this intent allows you to create content that meets their needs more effectively.
The main types of user intent are:
Informational: The user wants to learn something.
Example: “How to clean white sneakers”
Navigational: The user is trying to find a specific website or page.
Example: “Nike customer service”
Transactional: The user is ready to make a purchase.
Example: “Buy men’s trail running shoes size 10”
Commercial Investigation: The user is comparing options before buying.
Example: “Best wireless headphones for working out”
By understanding and addressing these intents, you can create more relevant content that attracts the right visitors to your site.
How AI is Transforming Search Behaviour
The Rise of AI-Driven Search Technologies
Artificial intelligence is changing how search engines interpret queries and deliver results. Technologies like OpenAI’s ChatGPT and Google’s AI advancements are leading this transformation.
Google AI Overview: Integrated into Google’s search engine, AI Overview provides concise, AI-generated summaries directly within search results. It helps users grasp essential information without leaving the search page.
ChatGPT Search: OpenAI’s ChatGPT search feature transforms the chatbot into an AI-powered search engine. It delivers conversational responses with real-time information, allowing users to engage in interactive dialogues.
These advancements mean search engines can better understand what users are really looking for, even if they don’t type the exact keywords.
Changes in Customer Search Behaviour
With AI’s growing influence on search technology, people are shifting toward more natural, intuitive ways of searching, expecting smarter, more relevant responses:
Conversational Searches: Users are typing queries in a more natural, question-based manner. Example: “What’s the best eco-friendly laundry detergent?”
Voice Searches: The use of voice assistants like Siri and Alexa is on the rise. Statistics: In 2023, 61.8% of Millennials in the US use voice assistants on any device (primarily on smartphones) monthly, followed by Gen Z (51%) and Gen X (51%). (Source: eMarketer)
Personalised Expectations: Customers expect search results tailored to their specific needs and preferences.
Why Adapting to AI Matters for eCommerce Owners
As AI tools reshape search behaviour, customers are increasingly using conversational language and expecting personalised results. If your eCommerce content strategy doesn’t align with these changes, you risk missing out on potential customers.
By recognising and adapting to these AI-driven changes, you can:
Improve Visibility: Aligning your content with user intent helps search engines recognise its relevance, boosting your rankings and making it easier for customers to find you.
Attract Qualified Traffic: When your site addresses the specific needs of modern searchers, you draw in visitors who are more likely to be interested in your products, leading to higher conversion rates.
Enhance Customer Satisfaction: Providing content that matches user intent improves the user experience, encouraging repeat visits and fostering customer loyalty.
Stay Competitive: As more businesses adjust to these changes, those who stick to outdated SEO strategies may fall behind. Adapting now gives you a competitive edge.
In a landscape where AI is continually evolving search dynamics, acting promptly ensures your eCommerce store remains relevant and accessible. Embracing these changes positions your business for sustained growth in an AI-driven digital world.
Practical SEO Strategies to Align with User Intent
Focus on Intent-Based Keyword Research
Use the Right Tools: Utilise SEO tools that reveal user intent behind search queries, such as SEMrush or Ahrefs.
Analyse Search Queries: Look beyond keywords to understand the context and purpose of searches.
Identify Customer Questions: Pay attention to the questions your customers ask in reviews, emails, and on social media.
Create Content that Answers Questions
Informational Content: Write blog posts or guides that provide valuable information. Example: “How to Choose the Perfect Running Shoe for Your Needs”
Optimise Product Pages: Ensure your product descriptions answer potential questions and highlight benefits.
Use Natural Language: Write as if you’re having a conversation with your customer.
Optimise for Voice and Conversational Search
Incorporate Long-Tail Keywords: Use longer, more specific phrases that reflect how people speak. Example: “Affordable eco-friendly backpacks for college students”
Answer Questions Directly: Use headings that match common queries. Example: “What materials are best for sustainable fashion?”
Enhance User Experience on Your Site
Improve Site Speed: Faster websites provide a better user experience and rank higher.
Ensure Mobile-Friendliness: With more searches happening on mobile devices, your site needs to look and function well on all screens.
Simplify Navigation: Make it easy for visitors to find what they’re looking for with clear menus and search functions.
For more insights on creating an exceptional user experience, check out our guide: The Art of Website Design for an Exceptional User Experience.
Shift Your eCommerce SEO Strategy Towards User Intent
Ready to make the shift? Here’s a simple three-step plan to help you begin:
Step 1: Audit Your Existing Content
Evaluate Alignment with User Intent: Review your website’s pages and assess whether they address the needs and questions of your customers.
Identify Gaps: Find areas where information is lacking or where content can be more customer-focused.
Step 2: Optimise High-Impact Areas
Prioritise Key Pages: Start with your most visited pages or best-selling products.
Implement Changes: Update content to be more informative, use natural language, and address user intent.
Use Clear Headings: Make your content easy to scan with descriptive headings that match common search queries.
Step 3: Monitor and Adjust
Track Performance: Use analytics tools to monitor changes in traffic and engagement.
Listen to Feedback: Pay attention to customer questions, reviews, and insights from customer service further refine your content.
Stay Flexible: Make ongoing adjustments based on what the data tells you.
By following these steps, you can begin aligning your eCommerce site with modern search behaviours, improving visibility, and connecting more effectively with your customers.
Conclusion
The search landscape is evolving rapidly, and now is the time to act. Shifting your focus from keywords to user intent positions your eCommerce business to meet customers where they are. Embrace the strategies we’ve discussed to adapt to these AI-driven changes. Start today, and keep your online store competitive and accessible in this new era of search. If you have questions or need help updating your SEO strategy, feel free to reach out. We’re here to support your journey toward success in the ever-changing world of eCommerce.