What is Search Intent?
People use search engines for a variety of reasons. One person might want to find and compare certain products where someone else might use the search engine to find more information about a certain topic.
This is search intent. Also know and user intent, search intent is a term that is used to describe the goal or reason for a users search query.
In SEO and Search engine marketing, search intent can be broken into four common types. These are:
- Informational Intent: This describes a user who is searching for information. This could be anything from a simple fact to an in-depth explanation. For example, if someone searches “how does photosynthesis work?” or “What is yoga?” they’re clearly looking for information on this topic.
- Navigational Intent: This user wants to go to a specific website. If they type “Facebook login,” or “Digital Nomads HQ” they likely want to go straight to that page or website without needing to browse through other results.
- Transactional Intent: This is when a user is looking or ready to buy something. Queries like “buy iPhone 14” or “best deals on laptops” show a clear intent to make a purchase or find a product.
- Commercial Investigation: Here, a user is researching before making a final purchase. They may be comparing products or reading reviews. An example of this search could be “best smartphone 2024.”
Why is Search Intent Important for SEO?
Google get’s a lot of searches everyday – nearing 9 Billion! Plus, with over 1.1 billion websites, there is a lot to go through to ensure that they offer the results that a user is looking for.
As with any content strategy, giving your readers the best, most relevant information is crucial. While knowing what keywords to target is a good starting point, knowing why a user is using that particular phrase or term is what is going to get you the real results.
What are they hoping to find? Are they looking for information, wanting to make a purchase, or comparing products? Aligning your content with this intent not only improves your chances of ranking higher in search results but also ensures that users find exactly what they need—boosting engagement, trust, and conversions.
It also helps you conduct research and create content that targets users at different stages of the funnel. For example, For example, users at the top of the funnel might be searching for informational content like “What is SEO?” or “How does SEO work?”. Here, they’re looking to learn more about SEO, allowing you to create educational content that answers their questions and builds trust.
On the other hand users at the bottom of the funnel may be ready to take action, searching for things like “best SEO services” or “SEO company near me.” Here, their intent is more transactional or Investigative- they’re looking for a service or product to solve their needs.
How Do You Know The Intent Behind a Search?
More often than not, determining search intent is as easy as looking at what they are searching for. Searches can vary quite considerably depending on the intent.
Let’s look at an example: “Roses.” Someone searching for “buy roses” has a transactional intent—they’re ready to make a purchase. Meanwhile, a search for “how to grow roses” shows informational intent—they’re looking for guidance or knowledge.
Many SEO tools, like Ahrefs’ Keyword Explorer, can give insight into the intent behind a search term. But for websites just starting out, or those that don’t use SEO tools, a simple Google search is a great place to start. Put yourself in the shoes of your ideal user—ask yourself what they’re hoping to find and what stage of their journey they might be in.
Also, look at what’s already showing up in the SERPs. These are what Google determines the best results for a particular query and can give some insight into what your page should look like – and what you can do better.
