User intent, or search intent, refers to the goal that an internet user aims to achieve when typing a query into a search engine. The user knows the purpose behind writing the query, and this purpose forms the search intent.
For example, you need a quick recipe for dinner. You go to a search engine and type “quick recipes.” The first few results may not interest you due to long cooking times. However, by researching a bit more and scrolling down the search results, you find more practical recipes with a 10-minute cooking time. At that moment, you feel that you’ve found what you’re looking for, click on the result, and try out the recipe.
Similarly, when other users are satisfied with the same results, these contents start to appear higher in the search rankings. This is the effect of search intent.
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ToggleWhy is Search Intent Important?
In digital marketing and SEO operations, understanding user behavior and developing strategies that align with these behaviors is crucial. When correctly analyzed, search intent allows a website’s content and ad campaigns to be optimized to better meet users’ needs.
What Are the Types of Search Intent?
Search intent is divided into four main categories: Informational Intent, Navigational Intent, Commercial Intent, and Transactional Intent. These types of search intent can be briefly explained as follows:
Informational Intent: Users conduct searches with this intent when they are looking for information on a specific topic. For example, queries like “What is SEO?” or “best SEO strategies” are examples of informational search intent.
Navigational Intent: Users perform searches with this intent when they want to directly access a specific website or page. For example, queries like “Facebook login” or “Amazon” indicate that users want to go directly to these sites.
Commercial Intent: Users search with this intent when they want to learn more about a product or service and compare options. For example, queries like “best SEO tools” or “2024 model phone reviews” show that users want to gather information before making a purchase decision.
Transactional Intent: Users search with this intent when they want to purchase a product or service or perform a transaction. For example, queries like “buy SEO tool” or “cheapest flight tickets” indicate that users intend to make a transaction directly.
How Can User Search Intent Be Understood?
To understand a user’s intent related to a topic or query, some research is necessary. This can involve using third-party applications or directly analyzing Google’s SERP results.
The SERP index often provides various clues to understand a user’s intent. For example, when you search for “recipes,” Google suggests more specific and popular keywords based on what other users have searched for. These suggestions might include practical dinner recipes, main course recipes, or different types of recipes. This actually indicates the search intent of users; in this case, the user has an informational intent.
On the other hand, if you type a query like “recipe book,” the SERP index directs you to a results page filled with e-commerce sites. This shows that the user has a commercial intent.
As these examples illustrate, users’ search intent varies depending on the words used in the query and how Google interprets these words.
How to Optimize for Search Intent?
Even if the search intent of the page or content you want to rank well on the SERP is clear, it’s important to analyze the current results page. The results on the first page show that Google has accurately evaluated the user’s intent and provided the content that best matches that intent. Otherwise, these pages would appear on the second or subsequent pages.
Let’s take the “recipes” search query again. This query is typically conducted by users looking to gain information, discover new recipes, or find practical suggestions. Users making this search are more likely aiming to prepare a meal or discover new recipes rather than looking for an academic article.
Therefore, it is crucial to consider users’ search intent when creating content. Optimizing for search intent involves providing content that truly meets the needs of internet users.
Google tends to display the most relevant answers at the top to ensure users can reach their desired result as quickly as possible. Users generally prefer to reach their goal quickly rather than “pogo-sticking” between pages (quickly jumping back and forth between pages when they don’t find what they’re looking for). Therefore, optimizing your content according to these user expectations will increase your ranking success.