The Importance of Search Intent In SEO

In a world where search engines can almost read minds, figuring out what users seek is really important. Search intent is the science of exploring what users are looking for by looking at their search terms. It's not just about keywords - it's about understanding the user's purpose.

What is search intent?

Search Intent (User Intent) refers to the primary goal a user has when entering a query into a search engine. There are several types of Search Intent, such as:

• Informational;
• Navigational;
• Commercial;
• Transactional.

Informational Intent

Imagine you have a craving for carrot cake, and you're on a quest to find the perfect recipe. You turn to Google, enter "carrot cake recipe" in the search bar, expecting that the first page will show the best recipes. In this case, your intent is purely informational. You're not looking for cafes selling carrot cakes to buy them. You're on a mission to discover the right information to whip up a delicious carrot cake at home.

So, searches in which users are looking for information on a specific topic or subject are categorized as informational queries. Examples of such queries include "What are the symptoms of the flu?" or "Benefits of meditation".

Navigational Intent

Navigational intent is when a user wants to go directly to a particular website or web page. In SEO, it's important to understand this intent. When people already know the website they're looking for, they use search engines to find it quickly.

For instance, if someone searches for "youtube," they're trying to go straight to Youtube.com. To optimize for navigational intent, website owners should focus on building a strong brand, having a clear and easy-to-remember domain name, and making sure their website is user-friendly.

Commercial Intent

Commercial intent is when users actively search for products or services to buy, having a specific item in mind. They're on a quest for information to make well-informed purchase decisions. Commercial intent often includes keywords like "best," "reviews," "buy". For example, if you are considering buying a new phone and need to choose between an iPhone and a Samsung, you can search for "iPhone vs Samsung." In this case, your intent will be commercial - you want to purchase a new phone and simply explore options from different brands.

Transactional Intent

Online shopping is on the rise each year, making it crucial to focus on keywords that show buying intent. Transactional intent shows that the user is all set to purchase the product or book a service. When optimizing for transactional intent in SEO, conduct keyword research and explore keywords that are used by users who are ready to make a purchase.

Final Note

If you are an SEO specialist, here's one advice for you: sometimes search intent matters more than the volume of the keyword. Keep in mind - both search intent and the results shown by Google can change quickly.