Searches happen online every day, and marketers strive to rank high. However, sometimes all these efforts can prove futile if they don’t bring the desired results. So, you may need to consider the search intent of your page to rank higher in search results.
If you’re new to SEO, you might be wondering: what is search intent? Or, if you’ve been around for a while, you might be wondering if search intent really makes a difference.
This blog answers all those questions, so keep reading until the end.
What is search intent?
Search intent, also known as user intent, is the understanding of the purpose behind a search term. It clearly explains why the search was performed and what the user is looking for.
For example, if someone searches for “benefits of green tea,” they are looking for information about its properties and health effects, rather than wanting to buy a box of green tea.
Google has adapted its algorithm to understand user intent and provide the most relevant and high-quality content in the top results. It’s similar to asking a question in person: the main goal is to get the answer you need. Similarly, when you ask questions on a search engine, you expect accurate answers.
Why is search intent important?
Search engines like Google invest a lot of effort into understanding search intent and ranking pages that best fit what the user is searching for.
One of Google’s main goals is to satisfy search intent. If a user searches for a specific term and gets irrelevant information, this can indicate to Google that the content is not satisfactory and does not match the search intent.
Google has a section dedicated to user intent and how to identify different intents in its Search Quality Evaluator Guidelines. Prioritizing search intent in your SEO strategy can play a key role in maximizing your efforts.
Here are our top three reasons why search intent is important:
- Create relevant content: Allows you to develop content marketing strategies aligned with what the user is really looking for, instead of making unfounded assumptions.
- Rank higher on search engines: If your content offers a complete solution to what the user needs, it will undoubtedly rank better.
- Build brand authority and trust: Publishing timely and relevant content improves your brand authority with search engines.
Let’s take a look at the four types of search intent and how they influence user behavior, as well as determine what type of content you should create.
1. Informative intention
Informational intent occurs when someone seeks to learn about a topic, whether it be a definition or an explanation of a concept. It is the audience’s way of saying, “I want to learn something.”
This type of intent indicates that the user is looking for detailed, accurate, and reliable information to educate themselves, rather than to make a purchase or take immediate action. These searches often begin with questions like “what,” “how,” “when,” or “who,” or include words like “guide” or “tips.”
For example, someone searching for “how an electric car works” on Google may be interested in learning about the technology and benefits of electric cars, but may not necessarily want to buy one right now.
Often, those doing these searches aren’t even part of a sales funnel. If they are, they’re at the top of the funnel, exploring options and gathering information without having committed to a specific brand or product.
In this case, the person searching for “how does an electric car work” might end up buying one in the future, but right now they are just trying to understand the technology behind these vehicles.
Navigational intent refers to a user’s intention to find a specific website or page, usually by entering its name or a related keyword into a search engine. This type of search indicates that the user already knows what they are looking for and is just using the search to quickly get to their destination.
These searches are usually very specific and targeted, with a page or website in mind that the user easily recognizes. They use product or brand names and avoid vague terms or unnecessary modifiers.
For example, someone searching for “Nike official store” on Google is probably trying to find Nike’s official website rather than general information about the brand.
Because navigational searches are so specific, brands’ official websites and social media profiles often rank well for these terms, taking up the majority of search results. As a result, these terms also tend to receive the most clicks.
3. Transactional intention
Transactional intent describes a user’s intent to complete an action, such as making a purchase, subscribing to a service, or downloading a resource.
This type of intent indicates that the user is ready to make a transaction and often uses actionable terms like “buy,” “subscribe,” or “acquire.”
They’re not just browsing; they’re looking for the best deal, the closest location, or the perfect product. These searches include transactional terms like “buy,” “on sale,” “discount,” or even “near me.”
For example, someone searching for “buy Dell XPS 15 laptop” already has the intention to purchase that specific model and is looking for purchasing options.
When a transactional intent user is interested in purchasing something, they are typically in an advanced stage of the sales funnel and are focused on price and purchasing options.
It is worth noting that not all transactional intent is related to purchases. Actions such as “send,” “download,” or “register” are also associated with this type of intent.
4. Commercial intention
When curiosity about brands, products or services is combined with a possible purchase intention, commercial intent arises.
Many business-intent users are looking for information to make an informed purchasing decision. They aren’t ready to buy yet, but they are definitely evaluating options.
Think of it as the “tell me more” phase. Searches with commercial intent include:
- Comparisons between products or services.
- Reading reviews.
- Search for recommendations to make a better decision.
For example, a search with commercial intent might be “best smartphone 2025 comparison.” A search with transactional intent would be “buy iPhone 15 Pro,” while a search with informational intent would be “how to improve smartphone battery life.”
Understanding search intent is key to delivering the best possible user experience. Search is constantly evolving, becoming more and more sophisticated, and consumer expectations change over time. Now, users expect content that answers their questions, addresses their pain points, and makes their purchasing decision easier. By aligning your content with user search intent, you can provide the answers they’re looking for, improving both user satisfaction and SEO performance. By offering content that meets their needs, you’ll have a better chance of ranking higher on Google and gaining customer trust. Over time, this will increase your chances of attracting leads and converting them into buyers.
