Behind every search query is a goal a user wants to achieve – in digital marketing terms, this is called search intent.
Search intent, also referred to as user intent, customer intent or keyword intent, is broadly classified into four categories: navigational, informational, commercial and transactional.
Each category represents a different stage in the buyer’s journey and provides insight into what users want from their search results.
Understanding user behavior through each type of keyword intent allows you to create effective, targeted content that satisfies their needs.
This article covers the following for a more in-depth understanding of search intent:
• What Is Search Intent?
• Four Types of Search Intent and Their Characteristics
• Why It’s So Important To Get This Right
• Why Search Intent Is Important for SEO
• How To Determine Customer Intent Behind a Keyword
What Is Search Intent?
Search intent refers to the underlying purpose behind a user’s search. It helps marketers answer questions, such as:
• What is the user trying to achieve?
• What kind of information are they looking for?
• Are they ready to make a purchase or just browsing?
• Do they want to find a specific website?
By understanding search intent, you can tailor your content and website experience to provide exactly what users seek. This not only leads to higher rankings on search engine results pages but also improves user engagement and conversions.
Four Types of Search Intent and Their Characteristics
As mentioned earlier, there are four types of search intent:
1. Informational Intent
Informational intent is when a user seeks information on a particular topic. These queries often include ‘how-to’ guides, definitions, facts and tips.
Examples of informational intent keywords include:
• What is SEO?
• How to bake a cake?
• Difference between SEO and SEM
At this stage, users are in the early stages of their buyer’s journey and are not yet ready to purchase. They are looking for answers, research or education.
2. Commercial Intent
Commercial user intent is when a consumer is actively considering a purchase but needs more information before making a decision. These queries may include product reviews, comparisons and pricing information and include words like ‘buy,’ ‘price’ or ‘best.’
Commercial intent keywords examples include:
• Best digital cameras
• Compare iPhone 12 and Samsung Galaxy S21
• Cheap hotel deals in New York City
Users with commercial intent are in the middle of their buyer’s journey. They have identified a problem or need and are looking for products or services to fulfill it.
3. Transactional Intent
Users who are ready to purchase fall under the transactional customer intent category. These queries are usually specific and include brand names or product numbers.
Examples of transactional intent keywords include:
• Buy Nike Air Jordan 1
• Best deals on Amazon Prime Day
• iPhone 14 Pro Max price
Consumers with transactional intent are at the final stage of their buyer’s journey and need a little push to complete the purchase.
4. Navigational Intent
Navigational intent refers to users seeking a particular webpage. Unlike other intent types, these searchers are already familiar with the brand or website and looking for quick access.
Examples of navigational intent keywords include:
• Instagram
• eBay
• Starbucks
• New Balance
Why It’s So Important To Get This Right
Search engines are continuously evolving to better understand what is user intent. Google, which prioritizes user satisfaction, has a sophisticated algorithm that evaluates search intent to deliver the most accurate results.
As such, search intent optimization has become increasingly important.
Remember, you compete with millions of other web pages for the user’s attention. Understanding what is user intent will help you stand out and attract the right audience.
Other reasons to prioritize search intent in your digital marketing strategy include:
• Improves user experience: When users find what they’re looking for quickly and easily, they are more likely to engage with your content and stay on your website longer.
• Increases conversions: Generating content that aligns with the user’s search intent increases the likelihood of them taking the desired action, whether filling out a form or purchasing.
• Helps identify gaps in your content strategy: Understanding how users search for your offerings allows you to identify areas where your content lacks – whether addressing a specific pain point or targeting a particular audience.
• Target the right audience: Aligning your content with relevant intent attracts quality traffic that is more likely to convert or engage with your website. For instance, targeting commercial intent keywords can help you reach users ready to purchase.
Why Search Intent Is Important for SEO
So, the million-dollar question – how does search intent impact your search engine optimization (SEO) strategy?
Search engines like Google analyze not just the keywords in a search but also the user’s likely intent behind those keywords. If your content aligns with what users are looking for, Google rewards you with higher rankings in search results.
But here’s the catch: If your content doesn’t match what users want, or you’re guilty of churning out low-quality, irrelevant stuff (we call that “thin content”), Google will likely push your page down the search ladder.
If someone is craving a slice and searches for the “best pizza in town,” they don’t want a recipe; they want to know where to get the tastiest pizza nearby. Users won’t be thrilled if your page talks about pizza recipes instead, and Google will notice the mismatch.
With search intent optimization, you can create high-quality, relevant content that aligns with user expectations while satisfying Google’s algorithm.
How To Determine Customer Intent Behind a Keyword
Now that we have established the importance of user intent, let’s look at how you can determine the purpose behind a user’s search query and improve content quality for better user engagement.
Step 1: Google the Keyword
The first step is to type the keyword into Google and analyze the top results. Look at their titles, meta descriptions and content to determine what type of content they are providing.
Google search results for “best digital cameras”
For example, if you search ‘best digital cameras,’ you will see that most of the top results are comparison reviews or lists of top-performing cameras.
Step 2: Analyze SERP Results
You can infer the search intent further by looking at the different types of content on search engine results pages (SERPs). Keyword modifiers, such as ‘how to,’ locations or product names, give you further insight into the user’s intent.
Here’s a list of common keyword modifiers and their corresponding intent:
| Informational | how to, why, what is, guide to, tutorial, tips, resource, benefits, examples |
| Commercial | best, compare, reviews, top, versus, a product attribute (color or size) |
| Transactional | buy, cheap, discount, price, order, free shipping, purchase deals, coupon |
| Navigational | specific brand names, website URL, brand product pages, go, location |
From the example in the previous section, we can infer the keyword ‘best digital cameras’ has a commercial search intent.
Step 3: Analyze the “People Also Ask” Section
Scroll down to the middle of the search results, and you will find the “People also ask” section.
Google search results for “Search Engine Optimization”
This section is automatically generated by Google, which suggests queries based on users’ search history. It uses information from Google’s database to propose additional phrases or questions users might enter to complete their search journey.
Step 4: Check Google’s Auto-Complete Feature
Like the “People also ask” section, Google’s autocomplete feature uses data to predict what users will likely search for next based on their initial query.
Google search results for “best Bali”
Again, this information is obtained from Google’s extensive user database. Utilize this data to curate content that satisfies search intent.
Step 5: Use Keyword Research Tools
Keyword research tools provide insights into search intent by showing you the estimated monthly search volume for a keyword and related terms. They also include a list of question keywords, another indication of informational intent.
Some popular keyword research tools include:
• Google Keyword Planner
• SEMrush
• Ahrefs
• Moz Keyword Explorer
• Keywords Everywhere
Step 6: Develop a Game Plan
After analyzing the SERPs, keyword modifiers and search suggestions, you can create a content strategy that aligns with the different types of search intent.
For example, suppose you’re targeting commercial keyword intent. In that case, your game plan could include creating comparison reviews or product demos to showcase your product’s unique selling points (USPs) and persuade users to buy.
If you’re targeting informational intent keywords, your strategy could include creating informative blog posts or tutorials that provide valuable information and establish your brand as an authoritative source in the industry.
Create Spot-On Content That Meets Search Intent
Ranking well on Google for a keyword long-term is not guaranteed, even with great content. The search intent behind a keyword changes and the features on search results pages vary over time.
Moreover, Google’s understanding of search intent may also evolve.
If you typed the keyword ‘bulletproof coffee’ from when it first came out, you would see results about the actual physical item. Years later, you’ll mostly find recipes and articles featuring the popular health trend.
That said, brands and marketers must constantly adapt their content, search intent SEO and digital marketing strategies to sustain user engagement and meet the evolving needs of their target audience.
Thrive, an award-winning digital marketing agency, has a proactive approach to SEO. We regularly audit clients’ websites and content to ensure they align with search intent SEO and meet Google’s latest standards.
As a full-service agency, we also focus on other digital marketing solutions, including search engine marketing (SEM), content marketing, paid advertising and web design.
Get in touch today for quality content that meets search intent, no matter where users are in the buying cycle.
