What is Search Intent?
Search intent, also known as user intent, refers to the reason behind a user’s search query on the internet. It’s what the user is hoping to find or achieve when they type a particular term or phrase into a search engine.
What about this tool?
The search intent tool presented here will help curious business owners and content creators to understand the feeling, emotion and/or pain point of the user behind it.
Why Search Intent matters?
Understanding search intent is crucial for delivering relevant content that meets the needs of the user. Generally, search intent can be categorized into four main types: informational, navigational, transactional, and commercial investigation.
What are the differences between the search intent types?
- Navigational intent occurs when a user is trying to get to a specific website or page, like “Facebook login” or “YouTube.”
- Informational intent is when a user is looking for information or answers to specific questions, such as “how to bake a cake” or “what is the capital of France.”
- Commercial investigation intent is when users are researching products or services before making a decision, like “best laptops 2024” or “top-rated vacuum cleaners.”
- Transactional intent indicates that the user is looking to make a purchase or complete a transaction, such as “buy iPhone 12” or “book a hotel in Paris.”
Search intent main types in a nutshell
| Feature | Navigational Keywords | Informational Keywords | Commercial Keywords | Transactional Keywords |
|---|---|---|---|---|
| Intent: | Find a specific website/brand | Seek information | Research products/services | Make a purchase |
| Stage of Buyer’s Journey: | Any stage | Top of the funnel | Middle of the funnel | Bottom of the funnel |
| Keyword Examples: | Brand names, website names | “How to,” “what is,” “why” | “Best,” “top,” “review,” “compare” | “Buy,” “order,” “discount,” “coupon” |
| Focus: | Reaching a known destination | Learning and understanding | Evaluating options | Completing a transaction |
By understanding these intents, businesses and content creators can tailor their content to match what users are looking for, thereby improving user satisfaction and increasing the likelihood of achieving their own goals, such as driving traffic or making sales.