Search intent is the purpose behind an online search. Users who type something on a search engine have a primary goal or idea they want to find. Whether that’s looking for a new recipe, somewhere to eat, a place to stay, and so on, they are looking for an answer to something every time they search. When optimizing your website, it is crucial to understand your users and what they would search for when landing your site. You will better understand how to grow your business and sales by better understanding them. Three types of search intent can better help us understand our users and what they are searching for. The three types are transactional, informational, and navigational. Read on to learn more about each type of search intent and how to use them to understand your users.
The Three Types of Search Intent
Transactional search intent means users want to do something specific when landing on a website. This doesn’t refer to just purchasing an item or service. Users may have a particular goal in mind, like joining a mail list, contact form submission, visiting a store, or making a phone call. More often than not, users with transactional intent have a specific product or service in mind and want to get there as easily and quickly as possible without considering other options. These users are ready to buy a service or product and that was their mission from the start of their search.
Lots of searches are done using informational intent. Informational search intent means a user searches on a result page for an answer to something. They are looking for information about a product or service or trying to find a specific place. Users may be looking for answers about the weather in specific locations, how to do something, where to go on vacation, etc. Many informational searches contain the keywords: “ info”, “how-to”, “the best way to”, and “can”.
Navigational search intent is used when users want to find a specific website. They have one goal in mind, and that is only getting to that particular site. An example of this would be someone searching “Facebook’ when trying to get directed to Facebook quickly. When someone searches for a specific business, it is essential to make sure that the business name is clearly stated and easy to find on the search results page for them to click on. Ranking high for a navigational term is only beneficial if your site is the term people are looking for.
How Search Intent Helps You Better Understand Your Users
With a better understanding of search intent, businesses can better understand users and why they search for what they do. The keywords and queries people search for can give us insight into their user intent. With an understanding of that, businesses can see what is beneficial or not for them to rank for. Knowing the outcome that users are looking for, you can include those keywords and create content to meet their needs. This will help you target potential customers at the right time of their buying journey.
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