Every Google or Bing search starts with search intent. This is the reason why a user searches for something in the first place. For example, searching for “affordable smartphones” might imply that the user is looking to buy an affordable smartphone in their area. The keyword implies this and as such, Google will probably bring up relevant search results related to smartphone prices and vendors in the searcher’s locality.
In this article, we’ll explore what search intent is and why brand and business owners need to learn about search intent. Let’s jump right in.
Understanding User Search Intent
User search intent, at its core, is what motivates a user’s online search, i.e., the “why” and “what” of their search. With this in mind, content creators, businesses and owners of web resources can tailor their content to ensure that they are the most relevant answer to a user’s search.
Keywords and keyword phrasing are the main ways in which search engines can discern user search intent. A short-tail keyword such as “car” might not mean much to Google in its standalone form. As such, Google might provide all types of results on cars, ranging from informational to transaction.
User Search Intent Types
User search intent is not a one-size-fits-all concept. To understand what search intent implies and how to use it, we need to first examine human behavior in the context of what they want on the internet. Let’s explore the different categories of user search intent.
Informational Intent
Users with informational intent are looking for knowledge or answers. Their queries often start with words like “how,” “what,” or “why.” They seek answers, instructions, explanations, or insights.
Content tailored to informational intent should aim to educate and provide clear, concise answers to the user’s questions. How-to guides, tutorials, and informative blog posts are key examples.
Let’s say a user types in essay writer UK in their Google search bar. Google interprets this as the user searching for a specific website or a host of websites that provide such as service. This is called navigational intent. The user already has a good idea of what they are looking for but they just need Google to refine their search.
When users exhibit navigational intent, they’re on a direct path to a particular website or resource. This intent is signaled by queries containing brand names, website names, or specific URLs.
For businesses, it’s vital to ensure their brand visibility and navigational ease. Users with this intent expect to find what they’re looking for quickly, so ensuring a smooth website navigation experience is crucial.
Transactional Intent
Now, let’s take the case of a user who types in “affordable cars in Tulsa” as in the image above. Google interprets this as the user looking to make a purchase and will pull up relevant results related to cars within a certain price range specifically in Tulsa. More importantly, you can see that Google’s SERP has several dealers pulled up which shows that the user is looking to make a purchase.
Transactional intent users are ready to take action. Their queries may include keywords like “buy,” “order,” “pricing,” or “deal.” They’re in the purchasing or engagement mode.
Tailoring content to transactional intent involves providing clear calls to action, showcasing product or service offerings, and simplifying the conversion process. E-commerce businesses often target users with transactional intent and can optimize their websites or product stores for transactional intent.
Commercial Investigation Intent
Commercial investigation intent is nearly similar to transaction intent, with the exception that the latter is for users who are ready to make a purchase. In commercial investigation intent, users are in the research phase, comparing options before making a decision. They look for terms like “best,” “review,” “comparison,” and “top-rated.”
Content designed for users with consideration intent should focus on providing detailed product or service comparisons, unbiased reviews, and valuable insights to help them make informed choices.
Understanding these intent categories is important to creating content that not only attracts users but also engages and converts them based on their unique needs and intentions. By recognizing the intent behind a user’s search query, content creators and e-commerce businesses and brands can tailor content to address specific user requirements.
Why User Search Intent Matters
For owners of web resources such as blogs, e-commerce stores, and product websites, user search intent will guide the content creation and web optimization processes. Here’s why user search intent matters:
Relevancy: Content that aligns with user intent is more relevant and engaging, keeping visitors on your website longer.
Higher Conversions: Meeting the specific needs of your audience can lead to higher conversion rates, whether that means making a purchase, signing up for a newsletter, or taking any desired action.
Improved SEO: Search engines like Google reward content that satisfies user intent with higher rankings.
Finally, understanding user search intent is key to an Enhanced User Experience. By delivering what users are searching for, you enhance the overall experience on your website.
So, if you type in “royalwriter review” Google interprets this as a very specific search where the user is either looking for information or wants to navigate to the specific review if it does exist.
Identifying User Search Intent
There are several ways to identify user search intent. These include:
Keyword Analysis: Study the keywords users are typing into search engines. Look for clues in long-tail keywords and phrases to discern their intent.
SERP Analysis: Examine the search engine result pages (SERPs) for your target keywords. What types of content are ranking highly? This can provide insights into what users are looking for.
Content Gap Analysis: Identify gaps in existing content. What questions or needs are not adequately addressed? Fill these gaps with your content.
User Surveys and Feedback: Directly ask your audience what they are searching for and gather feedback through surveys, comments, and social media interactions.
Using User Search Intent to Tailor and Boost Content
Now that you have a firm grip on the principles of user search intent, you should be able to plan your content accordingly tailored to user search intent. Remember to map out topics and themes that address the needs and questions that your audience has. For websites and e-commerce pages, keyword optimization is important to fulfill user search intent.
Content should also be properly structured in engaging formats. Finally, provide solutions and insights with your content, as this is the surest way to satisfy search intent. Good luck!
