More About Search Intent

Imagine someone types something into a search engine like Google. “Search intent” is simply the “why” behind their search. What are they really trying to achieve or find when they type in those words (keywords)?

It’s not just about the words themselves, but what the person wants to do or learn. For example:

• Informational Intent: The person wants to learn something.
  • Keywords: “how to bake sourdough bread,” “history of the Roman Empire,” “what is photosynthesis”
  • Goal: To get information, answers, instructions, or explanations. They’re in research mode.
• Navigational Intent: The person is trying to find a specific website or page.
  • Keywords: “Facebook login,” “YouTube,” “Amazon customer service”
  • Goal: To go directly to a known destination.
• Commercial Investigation Intent: The person is researching a product or service before making a purchase. They’re not ready to buy yet, but they’re close.
  • Keywords: “best waterproof hiking boots,” “iPhone 15 vs. Samsung S24,” “reviews of electric cars”
  • Goal: To compare options, read reviews, or gather more details to help them decide.
• Transactional Intent: The person is ready to buy or complete an action.
  • Keywords: “buy running shoes online,” “order pizza near me,” “download Photoshop free trial”
  • Goal: To make a purchase, sign up for a service, or complete a specific task immediately.

Why is this important for SEO?

Search engines like Google are designed to provide the most relevant results to a user’s query. If you understand the search intent behind a keyword, you can create content that perfectly matches what the user is looking for.

• If someone searches with informational intent, they want a blog post, a guide, or an FAQ page, not a product page.
• If they have transactional intent, they want to see product listings or a “buy now” button.

By aligning your content with search intent, you:

• Improve your rankings: Google sees that your page truly satisfies the user’s need, making it more likely to rank higher.
• Increase engagement: Users find what they’re looking for faster, leading to lower bounce rates and more time spent on your site.
• Drive conversions: For commercial and transactional queries, matching intent means guiding users efficiently towards their desired action (like a purchase).

In essence, understanding search intent is about stepping into the shoes of your audience and figuring out what they really want when they search, so you can give them exactly that.

Read this detailed article.