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Understanding Search Intent: What is it exactly?

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is Search Intent?
Search intent, also known as user intent, is the primary goal a user has when typing a query into a search engine. Popularized by Google, understanding the search intent of your audience improves the relevancy of the results presented. It essentially attempts to gauge the user’s intention based on their entered query.
There are typically four types of search intent: informational (seeking knowledge), navigational (seeking a specific website), transactional (seeking to purchase), and commercial (seeking to research a product/service for future purchase). By understanding these types, a marketer can more effectively tailor content to meet the needs of the searcher.
Understanding search intent is crucial for search engine optimization (SEO). Optimizing content to match user’s search intent improves the quality of traffic to your website and reduces the likelihood of users clicking away because they didn’t find what they were seeking.
Search Intent's Role in Digital Marketing
Comprehending search intent is to navigate the path that leads potential customers to your products or services. It strongly guides your content strategy in digital marketing, allowing you to create content that directly answers users' queries or meets their needs.
Moreover, search intent is vital in improving SEO ranking factors. Search engines like Google have evolved from simply matching keywords on a page to providing results that satisfy a searcher’s intent. Thus, if your content fulfills the user's search intent effectively, search engines are more likely to prioritize your page in SERPs(Search Engine Results Pages).
Last but not least, understanding search intent aids in conversion rate optimization. By offering content that perfectly matches a user's intent, a business not only attracts quality traffic but increases chances of converting them into leads or customers.
Search Intent Examples
For instance, someone typing 'how to make a coffee' clearly has informational intent – they want information on making coffee. Here, a step-by-step instructional blog post would meet the user's search intent.
Contrarily, if someone searches 'buy cold brew coffee', they display transactional intent, suggesting they want to make a purchase. In this situation, a product page for cold brew would fulfill this search intent.
Navigate to SpaceX’s Official Site,' is an example of navigational intent. Here, the user is likely already aware of SpaceX and seeks to find a specific page or resource within the SpaceX website. As for commercial intent, a searcher might type 'best espresso machines 2022'. Here, the person may be looking for comparisons, reviews, features, prices, etc., making product comparison or review pages the best choice for such an intent.