What is Search Intent?

Search intent refers to the reason a user enters a query into a search engine. It is what the user wants to achieve with their search query. In other words, it is the end goal of the user who enters a search query into a search engine.

Understanding search intent plays a significant role in keyword research, as Google only wants to show visitors content that satisfies their search intent. So when a searcher enters a query into Google, Google analyzes it to determine its intent and then displays the results it considers the most appropriate for that intent.

For example, when a visitor enters a query like best laptops under $200, Google understands that they want information on what laptop to purchase in the future. So, Google returns a search results page containing multiple reviews and suggestions.

Similarly, when a visitor enters a query like Is yoga good for me, Google understands that they want information on the benefits of yoga.

Importance of Search Intent

The search intent allows Google to match searchers with content that best satisfies their search query. This knowledge is crucial for bloggers as it indicates a change in how search engine optimization works.

In years past, bloggers optimized their content for keywords. However, Google now uses systems like BERT to understand the search intent. So, bloggers should aim to optimize their content for the search intent rather than just keywords.

The focus on the search intent rather than keywords means content can rank for multiple keywords other than the one the blogger intended it to rank for. It is usual for content to rank for 100s of keywords, including many that the blogger did not optimize for.

In all, bloggers who understand how the search intent works can create and optimize their content around the search intent rather than just keywords.

Types of Search Queries

There are four types of search queries, namely:

1 Informational Queries

Informational queries refer to queries used by searchers looking to learn more about something or to obtain specific information or answers. They typically begin with:

Who
What
When
Where
Why
How

Informational queries may also contain modifiers like:

Best
Tips
Guide
Advise
How-to
Tutorial
Reviews

2 Navigational Queries

Navigational queries are used by searchers heading to a particular webpage or site. They usually contain the name of the brand, product, or business. Examples of navigational queries include:

Wikipedia
YouTube
Gmail sign in
Facebook login
Amazon homepage

3 Transactional queries

Transactional queries are used by searchers who are ready to complete a transaction or make a purchase. They usually contain keywords like:

Buy
Get
Order
Cheap
Purchase

4 Commercial Queries

Commercial queries are used by searchers looking to buy an item in the future. The searcher is still researching the product and is not yet ready to complete the purchase. Commercial queries typically include keywords like:

Top
Best
Guide
Reviews
Benefits
Features
Comparison
Alternatives
Recommendations

How to Uncover a Query’s Search Intent

Google has systems for determining the most relevant result that satisfies the search intent. So, you review the results Google returns for a query and check the intent of the results returned on the page.

For example, if we want to create content for the keyword vanilla cake recipe, we enter the query into Google. Once done, we will review the results on the first page.

The results usually have a central theme indicating the search intent. If you want to rank for such keywords, you should create content that matches the intent of those content. In this case, we have to make a recipe-style article.