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| Search intent| https://eveseo.blogspot.com/ |
In the recent years the digital marketplace has become a dominant sales channel for brands globally. To remain competitive in the digital marketplace it is critical for businesses to have deep insight into user online behavior.
One key component of user online behavior that businesses have to pay close attention to is search intent. Understanding user search intent enables a webpage/ site to align its content with the search intent of its target audience.
This article provides a guide on search intent, different types of search intent and how to identify and optimize it.
Search Intent: What is it?
Search intent is basically the underlying purpose behind a search query by users on the inter webs. Basically, search intent focuses on the ‘why’ behind every search query.
Types of Search Intent
Search engines align search results with the search intent of users. In most instances users search queries are driven by four key reasons including to learn something (informational intent), find a specific website (navigational intent), comparing or purchasing a product/ service(commercial intent) and purchasing (transactional intent).
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| Types of search intent in SEO| https://eveseo.blogspot.com/ |
- Informational Intent
Informational intent pertains to search queries driven by the need for explanation, guides and answers. Often times search queries driven by information intent begin with phrases such as ‘How to’, ‘What is’ or ‘Best methods/ ways.
To optimize for informational intent webpages/ sites should create in-depth blog posts, FAQs (fast answer questions) and tutorials that provide answers guides and explanations regarding any queries that their target audience may have about their offering or brand. In doing so, brands / webpages or sites should use content formats sch as videos, long-form guides and listicles.
- Navigational Intent
Navigational intent is driven by the need to find a specific webpage/ site on the inter webs. Key examples of phases that that align with navigational intent include ‘Facebook Login’, ‘Netflix Login’ and ‘Instagram Login’.
To optimize for navigational intent, it is critical for brands and webpages/ sites to optimize for searches.
- Commercial Intent
Commercial intent is driven by investigation/ research that users conduct on the inter webs before a purchase. As a result, user searches driven by commercial intent often involves product or brand information in relation to other brands in the market. Examples of search queries that denote commercial intent include ‘Best air fryer in the market in 2025’, and ‘Most affordable smart phone in the market’.
To optimize for commercial intent products and brands should create blog posts and content on product reviews from experts and third parties, comparison articles and ‘best product/ brand list in their category.
- Transactional Intent
Transactional intent is driven by need to make a purchase or take action. Examples of search queries that denote transactional intent include; ‘Sign up process for Netflix’, ‘How to import a car from Japan’ and ‘How to make a reservation in Hilton Hotel?’.
To optimize for transactional intent, it is critical for brands or webpages to have landing pages, FAQs and guides with content on product pages, pricing tables and a CTA (call to action). In doing so, brands will be able to support potential customers during the purchase process.
Master search intent to rank higher on search engines. For a consultation reach out to Eve’s SEO Solution on 0745140930.
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