Search intent, also known as user intent or keyword intent, refers to the underlying goal or purpose a user has in mind when entering a query into a search engine.
Understanding and catering to search intent is vital for SEO, as search engines prioritize content that best satisfies users’ needs.
There are four main types of search intent: informational, navigational, transactional, and commercial investigation.
Informational Intent
Users seek to acquire knowledge or find answers to specific questions. Informational queries can range from simple facts to complex topics. Examples include:
- “What is SEO?”
- “How to bake a cake”
- “Symptoms of the flu”
Content that caters to informational intent includes blog posts, guides, tutorials, and FAQ pages.
Navigational Intent
Users want to access a specific website or webpage directly. These queries typically include brand names or exact webpage titles. Examples include:
- “Facebook login”
- “YouTube trending”
- “Amazon customer service”
To optimize for navigational intent, ensure your website has clear, user-friendly navigation and proper indexing.
Transactional Intent
Users intend to complete a purchase or perform a specific action online. Transactional queries often include terms like “buy,” “discount,” or “free shipping.” Examples include:
- “iPhone 13 for sale”
- “Buy running shoes online”
- “Netflix subscription”
E-commerce websites, product pages, and service pages target transactional intent. Optimizing for transactional intent involves offering clear calls-to-action, secure payment options, and persuasive copy.
Commercial Investigation Intent
Users want to compare products or services before making a purchase decision. Commercial investigation queries often include terms like “best,” “top,” or “review.” Examples include:
- “Best smartphones 2023”
- “Top digital marketing agencies”
- “Canon vs. Nikon cameras”
Content that addresses commercial investigation intent includes comparison articles, product reviews, and best-of lists.
How to optimise your content
- Conduct keyword research to identify the intent behind popular search queries in your niche.
- Create content that directly addresses the identified search intent.
- Optimize your content with relevant keywords, headings, and meta tags.
- Monitor user engagement and adjust your content strategy based on performance metrics.
For more information on search intent and optimizing content, check out the following resources: