Search intent (or user intent, audience intent) is a term used to describe the purpose behind an online search query. It’s the reason why someone types in a certain phrase or keyword into a search engine. Understanding search intent can be key to creating content that meets the needs of your readers and provides them with the information they are looking for.
It can be broken down into 4 main categories: navigational, informational, transactional, and commercial.
Navigational intent is when someone is attempting to find a specific website or webpage. They generally use the name of the website or brand in their query.
Informational intent is when someone is trying to learn something or get general information on a topic. Such queries are often phrased as questions and can include words like ‘how’, ‘what’ and ‘why’.
Transactional intent is when someone is looking for a specific product or service, with the intention of making a purchase. These queries are usually more detailed and focused on the product or service they need.
Lastly, commercial intent is when someone is looking for information about companies or products with the aim of making a purchase. Queries often contain words like ‘buy’, ‘price’, and ‘discount’.
By understanding what type of search intent people have when they enter a query into a search engine, you can produce content that is tailored to their unique needs and helps them find what they’re looking for quickly and easily.
In turn, this will lead to more engagement, higher conversion rates, and ultimately better search engine rankings.