Search intent refers to the intent people have when using a search engine, whether that be to buy a product or research. Search intent is then another way of referring to the goal of any given search. Because Google and other search engines are optimised to find the most relevant answers to queries, search intent plays a large part in search results.
But what are the different types of search intent and how can you use them for your business? In this article, we’ll explain everything you need to know.
For personalised advice, contact our team at practiceedge today.
Why Search Intent Matters
Search intent is directly linked to search keywords. You use keywords to optimise your website to rank higher in search results for those terms. So incorporating keywords such as, ‘quality shoes’ onto your page will make your site rank higher in search engines for users looking for those items.
But search intent can make this slightly more complex. Each set of keywords can come with a different search intent. This means that your site might rank better for people searching to ‘buy quality shoes’ as opposed to those who want to know how to ‘identify quality shoes’. As 68% of all website traffic is conducted through search engines, ranking higher should be a priority.
Ensuring your SEO is targeting keywords with the right intent matters because it could be the difference between reaching your intended audience or not. Likewise, optimising your site to match the intent of potential consumers will increase the likelihood that they engage with your site.
The 4 Types of Search Intent
There are 4 different types of search intent people use when engaging with a search engine. These broadly speak to each of the different goals people have when searching online. Here, we’ll detail what each type is and how you might utilise them to boost your website.
Transactional Intent
People searching with a transactional intent are generally primed to engage with services. They are ready to make a purchase, sign up or subscribe to your business. Being able to employ keywords for transactional intent is one of the most valuable ways to optimise your site. Targeting these users often results in stronger, more frequent engagement.
Common transactional keywords include:
- Buy
- Best price
- Discount
- Subscribe
- Book Now
Informational Intent
Searching with informational intent is when users want information. This could be for learning or research. Most keywords focused on informational intent reflect the ‘reporter’s questions’ framework. This refers to who, what, when, where, why and how questions. However, informational intent does not always have to come in the form of a question. Statements such as ‘New York time now’ and ‘biscuit recipe’ are both keywords with informational intent.
Unlike transactional intent, informational intent often has lower engagement. However, having pages geared towards informational intent is still crucial for your business. Informational sites can help to boost your brand, increase trustworthiness and encourage users to rely on you.
Common informational keywords include:
- What is
- How to
- Best way to
- Guide for
- Tips for
Commercial Intent
Commercial intent is the stage where searchers research before making a purchase. It is a combination of informational intent and transactional intent. Often it is focused on looking at different brands and learning more about them. These searches are also often linked closely to review pages which can make it extremely difficult to rank well for.
Common commercial keywords include:
- Top ‘products’
- ‘Product’ reviews
- Where to buy
- Recommended
- Compare
Navigational Intent
Navigational intent is when users know what they are searching for and want to reach a particular page or site. These searches are often also intrinsically linked to brands, as the user wants to engage with a particular business or service. Because users have a specific goal with these searches they are less likely to engage in other actions like buying or subscribing.
However, if engaging with their desired aspect of the business is easy they may be more inclined to return for other services.
Common navigational keywords include:
- Login into ‘brand/service’
- Download app
- ‘Brand’ official site
- Contact page
- Customer service
Are You Ready to Optimise Your Site?
At practiceedge, we have the years of experience and expertise needed to help your business navigate keywords and search intent. We can identify which areas and keywords your business needs to target and improve your site’s ranking with these intents.
If you’re not sure where to start or would like a helping hand, our dedicated team is ready to get started. Reach out to us today and help your site rank for users with different search goals.
