What is Search Intent?

Understanding the precise goal motivating a user’s web search intent is crucial for effective search engine optimization (SEO) and the creation of online content that truly satisfies visitor needs. By comprehending user intent, businesses can strategically align their content to meet specific needs of the target audience, ultimately leading to higher search rankings, increased visibility, and more qualified website traffic. Accurately identifying and addressing search purpose ensures that the content resonates with the audience, enhancing user engagement and conversion rates. 

There are actually 13 distinct types of search intent that capture the varied purposes behind search queries. They all play an important part in defining the search intent SEO strategy to create the optimal content and experience.

Why Is Search Intent So Important?

Understanding and properly addressing search intent is crucial for providing relevant content that meets user needs. It is also a core part of Google’s Quality Raters Guidelines used to evaluate search results. Content that doesn’t meet the user’s search goals is considered low quality by Google.

Aligning content with the various types of search intents – informational, navigational, transactional, and others – ensures users find what they’re looking for, leading to higher engagement, conversions, and better search rankings that align with Google’s quality standards. Satisfying search intent is essential for delivering an outstanding user experience and performing well in Google search.

The primary classifications of search intention that represent the core driving forces behind most searches, include:

Informational Intent

Informational intent refers to searchers seeking knowledge, facts, explanations, or answers to specific questions. They are not looking to perform any transaction or visit a specific site but simply needing to gather information.

• Example Searches:
  • “What is the capital city of France?” (User seeks to know that Paris is the capital of France.)
  • “Steps to change a rear wiper blade on a Hyundai i10.” (User wants the right step-by-step guide on changing a wiper blade on a specific model of car.)
  • “Symptoms indicating influenza illness.” (User seeks to understand the symptoms of the flu.)

Keywords indicating informational intent typically include question words like “how,” “what,” “why,” and “best,” or specific topics and subjects, which signals the visitor’s desire to find detailed information or answers about a particular topic.

Website Navigation Intent

Website navigation intent, or navigational motive indicates that the user aspires to visit a particular website or online destination directly. These visitors typically know where they want to go and are using search to navigate there quickly.

• Example Searches:
  • “YouTube website.” (User wants to go to YouTube.)
  • “Amazon’s homepage.” (User wants to visit Amazon’s main website.)
  • “Harvard University’s official site.” (User wants to access Harvard University’s website.)

Search purpose keywords indicating navigational intent typically include the exact name of the website or brand, along with terms like “homepage,” “official site,” or “login,” clearly signalling the user’s desire to directly access a specific online destination.

Transactional Intent

Transactional intent is a type of search intent that shows the potential customer intends to perform a commercial activity such as purchasing a product, downloading digital goods, or making a reservation.

• Example Searches:
  • “Purchase running shoes online.” (User aspires to buy running shoes from an online store.)
  • “Download Photoshop editing software.” (User seeks to download Photoshop.)
  • “Book hotel accommodation in Bath.” (User plans to reserve a hotel room in Bath.)

Common keywords indicating transactional intention typically include terms like “buy,” “purchase,” “discount,” “deal,” and specific product names or categories. The use of these words indicate the user is ready to make a purchase.

Pre-Purchase Research Intent

Pre-purchase research intent (also known as commercial intent) indicates that the user is investigating products or services before making a buying decision. This search intent is in the evaluation stage seeking comparisons and reviews.

• Example Searches:
  • “Best laptop computers for students.” (User is looking to find top-rated laptops suitable for students.)
  • “Top-rated vacuum cleaners for homes.” (User seeks highly rated vacuum cleaners for home use.)
  • “Comparison of mortgage interest rates.” (User is evaluating different mortgage rates.)

Pre-purchase research involves people searching for detailed information, comparing products, reading reviews, and seeking recommendations to make informed buying decisions, often using queries that highlight their need for comprehensive product knowledge and value comparisons.

Search Intent Variations

While the main four types of search motive—navigational, informational, transactional, and commercial investigation—are widely recognized, there are additional specific intentions that browsers may have when conducting searches. All of which have an impact on more deeply understanding the behaviour of the target audience and strong clues on what content to provide.

Local Intent

Local intent is when people search for results relevant to their current geographic location, such as nearby businesses, services, or events.

• Example Searches:
  • “Pizza delivery providers near my location.” (User wants to find local pizza delivery options.)
  • “Plumbing service professionals in Southampton.” (User seeks plumbers in Southampton.)

Video Content Intent

Video content intent indicates that someone is specifically looking for video media.

• Example Searches:
  • “Tutorial videos demonstrating how to tie a necktie knot.” (User searching for video instructions for tying a necktie.)
  • “Free workout videos for beginners.” (User seeks beginner-friendly exercise videos.)

Image/Visual Intent

Image/visual intent shows that the user is looking for image-based visual content.

• Example Searches:
  • “Sunset pictures over ocean.” (User seeks images of sunsets over the ocean.)
  • “Examples of company logo designs.” (User needs to see visual samples of company logos.)

News/Current Events Intent

News/current events intent is when the user wants the latest news and information about ongoing events. Also known as current affairs.

• Example Searches:
  • “Breaking news updates on this evening.” (User seeks the latest news updates for the evening.)
  • “Most important news stories of today.” (User wants to know the key news events of the day.)

Career Intent

Career intent indicates that the user is looking for employment opportunities, job searching advice, or career-related information.

• Example Searches:
  • “Software engineering job listings.” (User searches for job openings in software engineering.)
  • “Professional resume writing guidance.” (User needs advice on writing a professional resume.)

Academic Research Intent

Academic research intent is when people search for scholarly information or data for research or educational purposes.

• Example Searches:
  • “Climate change research study publications.” (User investigates academic publications on climate change research.)
  • “Literature review about machine learning.” (User needs a comprehensive review of machine learning literature.)

Educational Intent

Educational intent indicates that the user wants instructional resources or training to develop new knowledge or skills.

• Example Searches:
  • “Online courses teaching Spanish language.” (User goal is to find online Spanish language courses.)
  • “Programming tutorial videos for coding beginners.” (User seeks beginner-friendly coding tutorials.)

Entertainment/Hobby Intent

Entertainment/hobby intent shows that the user is looking for content related to leisure activities, hobbies, or popular culture.

• Example Searches:
  • “New movie trailer releases.” (User is interested in the latest movie trailers.)
  • “Crossword puzzle games.” (User enjoys playing crossword puzzles.)
  • “Fantasy football team rankings.” (User participates in fantasy football and wants team rankings.)

Technical Support Intent

Technical support intent indicates that the user needs help or troubleshooting for resolving an issue.

• Example Searches:
  • “Steps for battery replacement on iPhone model.” (User needs instructions for replacing an iPhone battery.)
  • “Microsoft Windows 11 technical support contact.” (User needs to contact support for Windows 11 issues.)

By understanding these distinct classifications of user motive and their precise meanings, businesses can optimise their website content and SEO approaches to better align with the specific needs and goals of their target audiences. Providing relevant information and positive user experiences tailored to each purpose classification can lead to higher search rankings, which will lead to more qualified website traffic.