Search Intent: Explained

Search intent is one of the most important concepts in modern SEO. It refers to the main reasons behind a user’s search query, which is also the goal that someone is trying to achieve when they type a phrase into a search engine. Understanding what search intent is, alongside its importance in SEO, allows you to produce content that directly addresses the needs of internet users. Basically, it aims to improve search rankings, user engagement and conversion rates, which is great for companies and businesses alike. So, what is search intent, why is it important, and how can you identify it? Let’s find out.

What is search intent?

Search intent is also referred to as user intent or keyword intent. It describes the purpose behind a search query, essentially. Every time someone searches for something online, they have a specific objective in mind, and that translates into one of four different types of search intent: informational, navigational, commercial investigation and transactional (but more on that later in this guide). Search engines will analyse certain queries that are put through their system, and they will then attempt to provide the most relevant and accurate results they can find, all based on the user’s underlying goal. 

Why is search intent important for SEO?

Search engines will aim to deliver the very best user experience. So, if your content matches what the users are looking for, then it’s more likely to rank well in the SERPs and perform well in terms of views, clicks, conversions and sales. By understanding what search intent is, you can:

• Improve organic search rankings
• Increase website traffics
• Reduce bounce rates
• Enhance user engagement
• Generate more leads and sales
• Create more relevant content

If search intent aligns with the right content, then website visitors are far more likely to stay on the page or article, and interact with the content and calls to action (CTAs) in the desired way. There are four different types of search intent that you need to know about, so let’s get into it. 

What are the 4 main types of search intent?

Most search queries will fall into one of four primary search intent categories, including: informational intent, navigational intent, commercial investigation intent and transactional intent. Let’s take a look at them in more detail:

1. Informational – this is done when a user wants to learn something. They want answers, explanations and guides. They’re typically at the awareness stage of the customer journey, where they’re just starting to learn about what they want
2. Navigational – this occurs when users already know what they want and will search for specific brands, websites or pages. The goal is to reach a destination quickly rather than gather information about something 
3. Commercial investigation – this happens when users are researching products or services before a purchasing decision is made. Users will compare and evaluate their options, but they still aren’t ready to make a purchase
4. Transactional – this is when a user is ready to take action, often in the form of making a purchase or completing a sales process, such as initiating a service. They’ve already completed much of their research and so are ready to proceed to the final stage of the customer journey

How do search engines determine intent?

If we focus on the modern search engines, then an advanced algorithm is used in combination with artificial intelligence and machine learning. It does this to understand user intent more accurately in this new digital age. 

With this in mind, search engines will analyse factors such as: query wording, search history, user behaviour, click-through rates, content relevance and search patterns. For instance, if someone searches for “apple”, the search engine will evaluate the context. 

This helps it to determine whether the user is looking for information about the technology company or the fruit. Search engines are always wanting to refine their understanding of a search query so that more accurate results can be presented to the internet user. 

How can search intent be identified?

Before creating the content that you want, it’s paramount that you analyse the intent behind those target keywords. Identifying search intent can be done in various ways, including examining the search results, analysing keyword modifiers and considering the customer journey. Let’s take a look at these in close detail:

Examine search results 

This is one of the easiest methods out there, and it involves reviewing the first page of the search results. When you do this, ask yourself the following questions: 

• Are blog posts ranking?
• Are product pages dominating?
• Are comparison articles appearing?
• Are videos featured prominently?

This will reveal a lot about the search intent that Google has identified, and so you can align your content creation with that in order to achieve similar successful results. 

Analyse keyword modifiers

Certain words will commonly indicate specific intent types. For instance, informational modifiers include: how, what and why content, along with guides and tutorials. Commercial modifiers include: best and top content, along with reviews, comparisons and vs-type content. Transactional modifiers include: buying, ordering, discounts, deals and ‘near me’ content. By reorganising these signals, marketers are aided in their ability to create content that is more targeted and aligned with their audience.

Consider the customer journey

Think about where the user sits within the buying process. If they’re at the awareness stage, then you want to aim for informational intent. The consideration stage means that you should be focusing on commercial investigations, and the decision stage signals that you need to be putting your energy into transactional intent. By understanding the customer journey, you’ll be able to provide the right content to the right people at the right time. 

With more than two decades of industry experience, Kumo provides performance-focused digital marketing solutions that help businesses strengthen their online presence and achieve sustainable growth. Our specialists in SEO, PPC, content marketing and web design develop bespoke strategies aimed at improving search visibility, attracting qualified traffic, and generating valuable leads and conversions. Get in touch with our team today to discover how we can support your business in achieving its online goals.