What is Search Intent?
Search intent, sometimes referred to as “user intent” is the goal that a user has when they are making a search query. Simply, it is what the user is searching for online.
When users make a search, they always have a specific motivation. Maybe they are searching to learn more about a topic, or maybe they are looking to buy something. Regardless of what their intent is, search engines will try to present relevant and helpful information to match this.
Four Types of Search Intent
Generally, search intent falls into one of four categories.
Navigational
Navigational search intent means that users already know where they want to go. They want to go to a specific website or page, and instead of typing out the full URL, they are using Google as a shortcut. For example, they are looking for their Amazon cart, The New York Times, or Target.
Users are looking for a login page, homepage, or generally have their mind made up at where they want to get their information from.
Informational
Informational search intent implies that a user wants to learn something by making a query. They might ask the search engine a question, or they may use phrases like ‘how to’, ‘why does’ or ‘what is’. For example, they may search ‘best way to get over a cold’, ‘how to change a tire’, or ‘where is the 2026 World Cup being hosted?’’
Whether they are browsing to educate themselves or looking quickly for a specific answer, users are trying to find information about a given topic, and want facts to be presented to them.
Commercial
Commercial search intent suggests that users are trying to find information, but are closer to a buying decision stage. They may use words like ‘best’, or ‘vs.’ when they are trying to compare multiple products or services. Examples include ‘amazon alexa vs. google home’, or ‘best florists in Boston, MA’.
In this stage, users are most likely researching and comparing their options before making a purchase.
Transactional
Transactional search intent happens when users are ready to take action and make a purchase. They know what they want to buy, and search terms such as ‘buy’, ‘hire’, ‘discount’, or ‘subscribe’. Examples of transactional search intent include ‘Hulu subscription’, ‘Honda CRVs for sale’, or ‘Buy Red Sox tickets’.
These users want to be presented with the exact page and be able to complete the purchase then and there.
Identifying Search Intent
It’s important to understand what results users are receiving with your keywords. To identify search content, do some keyword research to understand what search engines are presenting to users and what they prefer.
Review the SERP (Search Engine Results Page) and look around the pages that come up.
Analyze Top-Ranking Pages and understand the type of content they are presenting (Are they informational articles, or are they landing pages?)
Use SEO tools to understand search term’s results as you research keywords.
Why Search Intent Matters for SEO
Search engines center their rankings on keyword relevance, so it’s important to understand user intent. Your content needs to be useful and relevant to the content that users are searching for.
Search intent also improves the user experience, because aligned content means that users will spend more time on your page to help improve your rankings.
When users easily find what they are looking for on your page, they are also more likely to make a conversion through your business.
Creating Content to Match Search Intent
Once you understand what users are searching for with your keywords, it’s important to match your content to their needs.
If your analysis suggested users were using informational search intent, it’s important that you mirror this by creating blog posts and how-to guides to demonstrate topic authority.
If users are looking with navigational search intent, make sure your pages are easily accessible.
Users with commercial search intent are often looking for reviews and comparison guides, so present these if that is your dominant content format.
If your users are searching with transactional search intent, make sure you are creating landing pages, making it easy for users to sign up, subscribe, or buy.
Contact Boston Web Marketing
Understanding and identifying search intent is crucial to help your business improve its SEO and website traffic. The bottom line is to create easy-to-read content that is aligned with what users are looking for. Whether you need help identifying search intent or matching your website content, Boston Web Marketing is here to help your business reach its goals. Contact us today at 857-526-0096 to identify opportunities with your digital strategy.