What is “search intent”?
Search intent, also known as user intent or audience intent, is essentially the motive behind a web search. It answers the question of why someone initiated a specific search online.
Every search is motivated by the intent to find something, but the nature of that ‘something’ can differ. Is the user searching for an answer to a question? Are they interested in visiting a particular website? Or, perhaps they’re seeking to purchase a product? Various search intentions like these constitute different parts of the online user journey, reflecting diverse stages.
Google has progressively fine-tuned its algorithm over time to better interpret the intentions behind searches. The idea is for Google to rank websites that correspond most accurately to the user’s search, as well as their underlying search intent. Therefore, it becomes essential for your website content or post to align with your audience’s need.
What are the four different search intents?
#1 Navigational
When the user searches for something specific and is aware of the brand’s or website’s identity.
By employing specific keywords most of the time, such as brand names, search participants can make sure they receive the most precise and helpful results for their inquiries.
Keywords used:
- Brand name
Example:
- Minodor login
- McDonald
- Ikea
- Minodor blog
- MOZ login
The best type of webpage
- Specific product pages
- Service pages
- Home page
#2: Informational
When individuals want to expand their understanding of a certain subject. They may want to know the definition of SEO and the number of internal links to include in an article.
Informational queries are employed by searchers to assist them in understanding definitions, discovering the breadth of a topic, and deciding whether they need to take action.
The optimal types of content for informational intent encompass glossary terms, extended blog posts, and research materials like white papers.
Keywords used in informational search intent are often question-based or related to learning about a specific topic.
Keywords used:
- What is
- Definition
- Examples
- How to
- Guide
- Tutorial
- Tips
- Why
- Important
- Benefits
- Advantages
- Pros and cons
Example:
- What is a search intent?
- How do I rank first on Google?
- Symptoms of COVID-19
- The Biography of Elon Musk
- Latest news on SEO
- Yoga exercises for beginners
- Guide to have backlink
- History of the Eiffel Tower
- Advantage of generative AI for SEO
The best type of webpage:
- blog posts
- articles
- tutorials
- guides
- Any other form of educational content.
#3: Commercial
When a user is in the process of researching before making a purchase. They’re likely comparing products, looking at reviews, or seeking more information about a product or service. While they intend to make a purchase eventually, they’re not quite ready to do so yet.
Keywords used:
- Review
- Best
- Comparison
- Top
- Alternative
Example::
- The best indoor plants for low light
- apple watch ultra review
- alternatives to Jasper
- Comparison of HBO Max and Netflix
The best type of webpage:
- comparison pages with table
- review sites
- service description pages
Often, the search results for business queries will bring up third-party pages that feature unbiased reviews of the products. As a result of this, it can be quite challenging (or sometimes even impossible) to rank for certain commercially relevant keywords for your brand.
#4: Transactional
Transactional search intent refers to when a user intends to complete a transaction, such as making a purchase or signing up for a service. The user knows exactly what they want and is ready to buy or take action.
Transactional search intent typically has keywords that indicate that the user is ready to make a purchase or transaction.
Keywords used:
- buy
- purchase
- order
- discount
- deal
- coupon
- sign up
- book
- the specific brand or product name.
Example:
- Buy the iPhone 12 online.
- Order Nike running shoes
- Subscription for Minodor
- Book a flight to Paris
- Purchase the Harry Potter book set.
- Sign up for Semrush
- Download Photoshop software
The best type of page:
- Product page
- Home page
Conclusion
Search intent refers to the purpose behind a user’s search query.
There are four types of search intent: navigational, informational, commercial, and transactional.
It is crucial in SEO to understand them because it helps in creating content that matches what users are looking for, thereby improving visibility and ranking on search engines.
Once you’ve identified what your customers want, the next step is to create superior content. Minodor is an excellent tool for this task, as it not only helps you understand your competition but also leverages AI to expedite the writing process.
