Search intent, also known as user intent, refers to the purpose or goal behind a user's search query. It's why a user types a particular set of words into a search engine and hits "enter". Understanding search intent is crucial for businesses and content creators because it helps them create relevant and helpful content that meets the needs of their target audience.
There are four main types of search intent: informational, navigational, transactional, and commercial investigation. Let's take a closer look at each one:
It refers to a user's desire to learn or find out more about a particular topic. These types of searches are typically marked by words like "what", "why", and "how". For example, "What is search intent?" or "How do I optimise my website for search engines?"
If a user has informational intent, they are looking for information, not necessarily to make a purchase or take any other action. As a business or content creator, it's important to provide helpful and accurate information to users with this type of intent.
It refers to a user's desire to visit a specific website. The name of the website or brand typically marks these types of searches. For example, "Facebook" or "Amazon".
If a user has navigational intent, they already know the website they want to visit and simply use the search engine to find it. As a business or content creator, it's essential to ensure your website is easy to find and navigate so that users with navigational intent can quickly and easily find what they're looking for quickly and easily.
It refers to a user's desire to purchase or take other action. These types of searches are typically marked by words like "buy", "order", or "purchase". For example, "Where can I buy a red dress?" or "How do I book a hotel room?".
If a user has transactional intent, they are ready to take a specific action, such as making a purchase. As a business or content creator, it's important to make it easy for users with transactional intent to complete the desired action, whether that's making a purchase or signing up for a newsletter.
Where a user desires to research products or services before making a purchase. These types of searches are typically marked by words like "best", "review", or "comparison". For example, "What is the best smartphone?" or "Reviews for vacuum cleaners".
If a user has commercial investigation intent, they are in the early stages of the purchasing process and are looking for more information to help them make a decision. As a business or content creator, it's important to provide helpful and unbiased information to users with this type of intent so that they can make an informed decision.
Understanding search intent is important for several reasons:
Optimising your content for search intent is a way to ensure that the information you put out there is relevant to what people are searching for.
There are a few ways you can do this:
Gluu's digital marketers are the best in the business. They can help you with the following:
You can reach out to our experts at: