What Is Search Intent? Easy Guide

Search Intent is the purpose or reason behind a user’s online search query. In simple terms, what that searcher is trying to achieve while searching for a particular keyword.

It could be searching for Information on the “Health benefits of tea” or looking for a website to compare or purchase Tea.

By simply analyzing an intent through keyword research we know what the user’s intent is and we can use this in our favor while crafting a content that will fulfill user’s need.

Importance of Search Intent

Google, which holds a total Search Engine Market Share of 86.99% worldwide as of April 2024, has always focused on providing relevant and helpful content to searchers, prioritizing websites with better content aligned with search intent.

Search Intent in Search Engine Optimization is important as Google ranking depends on whether you satisfy the user’s search intent for the keyword they are targeting.

Here are few reason why Search Intents are Important:

• Create Relevant Content: By understanding user’s needs, we can fulfill them with better content.
• Higher Ranking Potential: Content that satisfy’s a user intent.
• Lower Bounce Rate: Satisfying the user’s intent will lower the bounce rate, which is one important factor google takes into consideration.
• Increased Traffic and Conversions: Matching User Intent can attract more visitors which has better conversion chances than other.

4 Types of Search Intent

Search Intent is categorized into 4 and they are:

• Informational Intent: The user wants to learn or needs information on the product or service. (e.g.: “What is Semrush”)
• Navigational Intent: The user wants a specific webpage. (e.g: “semrush login”)
• Commercial Intent: The user is researching a product. (e.g: “Affordable SEO Tools“)
• Transactional Intent: The user is ready to purchase. (e.g: “Buy Semrush”)

Informational Search Intent

This is one of the most commonly searched on SERP, information search intent means the user is looking for information on Product, Service, and other.

who, what, where, why, and how are commonly used in information intent.

Some examples of keywords with informational intent:

• Who is Leonardo De Caprio
• What is Search Intent?
• How to make tea?
• Where is the best place to learn football

Even though Informational Queries does not convert visitors into customers here are a few benefits of targeting these keywords:

• Visibility and Traffic: Informational keywords have higher search volume, which is a good opportunity to increase your visibility and traffic.
• Authority and Trust: Providing valuable information that satisfies the needs of the User will build trust among the user in your Brand.
• Lead: Early buyers always roam through these information, capturing them through email, sign-ups, and others.
• Backlink Opportunity: High quality content with tons of information and data are likely to attract backlinks from other websites.

Navigational Search Intent

Navigational intent means users searching for a specific website on a SERP, the goal for these type of searches is to located and visit a website. The searchers already have clear intent where they want to go.

Some examples:

• Gmail login
• Facebook login
• license form
• NID Pre-Enrollment

Transactional Search Intent

Transactional intent is when a user’s purpose for search is to purchase or make transaction online. Searches has already done their research and are clear what they want to buy.

some examples of keywords with transactional intent:

• iPhone 13 pro max price
• Buy canva pro

Users with these keywords are ready to convert and are customers.

Commercial Search Intent

In a commercial intent, the user is doing their final research before a purchase. It is a mixture of Informational and Transactional search intent.

Examples of keywords with commercial intent:

• Semrush vs Ahref
• Affordable laptops of students
• HP vs Acer laptop
• Best facewash for male

Before you Go

Search Intent is basically to know what the users end goal is, if they are simply looking for an answer to question or looking to visit a website, trying to make a purchase or simply compare different products.