Search intent, which can also be referred to as audience or user intent, is the purpose of an online search query. Essentially, it’s the reason why someone is searching for a specific thing in that instance. For example, they may be looking for the answer to a question, shopping for an item or an occasion, or hoping to find a particular website.
Google and other search engines have worked to improve their algorithms so that they can find out people’s search intent. In order to provide the most relevant results, search engines need to determine why people are looking for something. If you want to find out why black holes are formed, for instance, you probably don’t want to be presented with ads showing telescopes for sale, even if the two things are linked.
When you post content, you’ll therefore need to make sure that it fits the search intent of your target audience. In order to do this, you will have to know what people are looking for and why.
Types of Search Intent
There are a few different types of search intent, which can be distinguished from each other. These include informational intent, transactional intent, commercial investigation, and navigational intent. We’ve explored these in a little more detail below:
Informational Intent
As the name suggests, informational intent is where someone is looking for information. People may want to know more about a certain topic for any number of reasons – perhaps they want to find out what the weather will be like tomorrow, or learn more about search intent! Whatever the reason, these users are hoping to find answers to their questions, and not be bombarded with sales ads.
Transactional Intent
Unlike with informational intent, someone with transactional intent would probably expect to see adverts, as they’re looking to make a purchase. Lots of people these days use the internet to compare prices of items, or they could simply go to a marketplace they use often, such as Amazon, to find what they’re looking for.
Commercial Investigation
While similar to transactional intent, people showing commercial investigation traits aren’t quite ready to make a purchase yet. They first want to research what options are on the market. For example, these people may be interested in buying a new laptop, but first need to see all the specs, to check which one would be best for their needs.
Navigational Intent
Perhaps the most straightforward search intent, with navigational intent, people want to visit a particular website. So if they wish to log into their Facebook account, they might enter ‘Facebook’ into the search bar. You therefore need to make sure you’re ranking for your own business name.
Why Does Search Intent Matter?
Search intent is important because it changes the way you need to interact with your audience. You need to be aware of their intent online, and produce content that reflects this. The best way to do this is through keywords. You can tell from the words people use in their searches what sort of intent they have. For instance, if someone were to use the word ‘why’ or ‘how’, they probably have informational intent. Words like ‘cost’ or ‘comparison’ may indicate commercial investigation. You can use this to your advantage.
By including intent specific words in your copy, you can improve your chances of being found by users with matching search intent. Alongside the examples above, transactional intent keywords may include deal, buy, and discount. Navigational intent is a little more tricky, as people are searching for a specific site, but you could mention the names of your main competitors in some of your copy, highlighting where your products are superior.
Optimising for Search Intent
1. Research Search Intent
2. Using Keywords
3. Mobile Optimisation
Search intent is an important part of your SEO strategy. There is no point in targeting people with no intention to make a purchase, for example, unless you think they might be interested in buying later down the line. Search intent is also closely connected to keyword research, which you’ll be undertaking for SEO purposes on a regular basis.
Essentially, you need to know the user intent in order to direct your audience down the appropriate path, and service their needs. If you’re able to deliver the outcome people are looking for, they should become more loyal to your brand, and potentially make a purchase later down the line.