Search Intent

Search Intent

Search Intent

To understand search intent, you have to ask: why did the person make this search?
  • Do they want to learn something?
  • Are they looking to make a purchase?
  • Are they looking for a particular website?

Search Intent is Important

When page content aligns with search intent, Google sends traffic from associated searches to that web page. To win the Google rankings race, you need the most relevant result for a query. That means more people visit that particular page and they stay there longer. Both traffic and time on site are strong signals to Google that this page is very relevant.  

Four Types of Search Intent

  1. Information Intent

    1. People with information intent just want to gather information about a specific item or topic. 
    2. Examples of Information Intent include:
      1. "Who is Steve McQueen?"
      2. "What restaurants are nearby?"
      3. "Muhamad Ali" 
      4. "rugby scores"
    1. Searchers with navigational intent are looking for a specific website. They know where they want to go, but it's easier to Google it rather than to type the full URL in the address bar.  Another reason people execute this search is that they are unsure of the exact URL. Ranking high for a navigational term is only beneficial for your organic traffic if your site is the site people are looking for.
    2. Examples of Navigational Intent include:
      1. "facebook"
      2. "lumikha"
      3. "U tube"
      4. "YouTube"

  3. Transactional Intent

    1. People are searching with transactional intent when they want to buy something. They are generally ready to make a purchase and they are looking for a place to buy it. 
    2. Examples of Transactional Intent include:
        1. "buy mac mini"
        2. "SM Appliance discount"
        3. "used Vespa"
        4. "flights to Bali"

  4. Commercial Investigation

    1. Some people have the intention to buy in the (near) future and use the web to do their research. These people also have transactional intent but need some more time and convincing.
    2. Examples of Commercial Investigation include:
        1. "best call center"
        2. "Lumikha vs Support Ninja"
        3. "top cloud kitchen in Dumaguete"
        4. "Lambent reviews"


Here are some keyword “modifiers” that typically indicate a certain type of search intent:

Informational
Navigational 
Transactional
Commercial Investigation
How
Brand Names
Best
Buy
What
Product Names
Top
Coupon
Who
Service Names
Review
Purchase
Where

Comparison
Cheap
Why

Attribute of Product (size, color)
Price
Guide

Attribute of Service (location, size)
Pricing
Tutorial


City, Location (local)
Resource



Ideas



Tips



Learn



Examples






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Sources:



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