Understanding Search Intent
Search Intent refers to the goal a user has when entering a query into a search engine. In simpler terms, it’s “what” the user wants to find. For instance, if a user enters “best pizza places near me,” their search intent is probably to find a list of top-rated pizza restaurants in their locality.
Search engines like Google are designed to decipher this intent and deliver the most relevant results. By understanding and utilizing search intent, businesses can optimize their digital marketing strategies, especially their SEO, to ensure they appear in relevant searches.
The 4 Types of Search Intent
Generally, there are four types of search intent: informational, navigational, transactional, and commercial.
Informational Search Intent
This type of search intent is when a user is looking for information. It could range from random trivia such as “who won the world series in 1985” to more complex queries, like “how does a refrigerator work”. Users with informational intent are not necessarily making a purchase, but seeking knowledge or solutions to a problem.
Websites providing valuable, correct, and comprehensive information on queries with informational intent are likely to rank high in search engine results. This is why many businesses invest in creating blog entries, FAQ pages, tutorials, or other informational content.
Navigational Search Intent
Navigational search intent refers to when users search for a particular website or page. Instead of typing the URL into the address bar, users input the name of the site or a specific term related to it into a search engine. For instance, entering “Facebook login” or “YouTube trending videos” into Google signifies navigational intent.
For site owners, optimizing for navigational intent means making your website easy to find and navigate. It includes having a clear website architecture and using specific and unique titles and meta descriptions for each page.
Transactional Search Intent
This is when a user aims to make a purchase or perform a specific action online. Search terms with transactional intent often include words like “buy,” “order,” “book,” or “sign up”. For instance, “buy iPhone 12” or “book a flight to Hawaii”.
Optimizing for transactional intent involves ensuring your products or services are easy to find and purchase. Additionally, make sure your website legitimately and transparently handles transactions, providing users with a seamless experience.
Commercial Investigation
A commercial investigation is slightly different from transactional intent because while the user intends to make a purchase, they’re still in the research phase. Queries might include terms like “best,” “compare,” “review,” or “top 10”. An example could be “best digital cameras 2021”.
To optimize for commercial investigation, include product reviews, comparisons, and useful and persuasive product information. This can reassure potential customers and lead them further down the sales funnel.
Why Does Search Intent Matter?
If understanding search intent is not part of your SEO strategy, you might not only miss out on valuable traffic but also waste resources trying to rank for keywords that are irrelevant to your target audience.
Optimizing for search intent means providing the exact information, product, or service the user is seeking, in the format they prefer. This leads to higher visitor satisfaction, improved engagement, lower bounce rates, and ultimately, better rankings in search engine results.
While basic keyword optimization is still important, search intent optimization provides a deep understanding of your audience. By delivering what users want, you can build lasting relationships with your audience, which is the ultimate objective for any marketing strategy.