What is a User’s Search Intent and Why It Matters.
A user’s search intent, also known as search query intent or user intent, refers to the underlying purpose or goal that a person has when they perform a search on a search engine or other information retrieval system.
Understanding user intent is crucial for search engines and SEO services because it helps ensure that the search results or content provided align with what the user is looking for. User intent can generally be categorised into several common types:
- Informational Intent: Users with informational intent are seeking knowledge or information about a specific topic, question, or concept. They want to learn, understand, or gather facts. Examples include “What is climate change?” or “How does photosynthesis work?”
- Navigational Intent: Users with navigational intent are looking for a specific website or webpage. They know where they want to go, and they use search engines to find the quickest route. Examples include searching for “Facebook login” or “Apple support.”
- Transactional Intent: Users with transactional intent intend to complete a specific action or transaction, such as making a purchase, signing up for a service, or downloading something. Examples include “Buy iPhone 13” or “Download Microsoft Office.”
- Commercial Intent: Users with commercial intent are interested in researching products or services before making a purchase decision. They might be comparing different options or looking for reviews. Examples include “Best laptops under $1000” or “iPhone 12 vs. Samsung Galaxy S21.”
- Local Intent: Users with local intent are looking for businesses or services near their current location. This is particularly important for brick-and-mortar businesses. Examples include “restaurants near me” or “dentist in [city].”
- Transactional Local Intent: Users with this intent are seeking to take specific actions related to local businesses, such as making a reservation, getting directions, or contacting the business. Examples include “book a table at [restaurant name]” or “call [plumber’s phone number].”
- Research Intent: Users with research intent are in the early stages of gathering information on a topic, and they may not have a specific action in mind yet. They want to explore and gather comprehensive information. Examples include “Pros and cons of electric cars” or “Effects of caffeine on health.”
- Brand Intent: Users with brand intent are specifically looking for a particular brand’s products, services, or content. Examples include “Nike running shoes” or “Netflix original series.”
Understanding and correctly identifying user intent is essential for search engines to deliver relevant search results and for SEO services to create content that meets the needs of their target audience. It often involves analysing keywords, context, and user behavior to determine what the user is really looking for and how to provide them with the most helpful information or resources.