What Is Search Intent?
Definition of Search Intent?
The reason a
user types a specific query into a search engine is known as search intent
(also known as searcher intent or keyword intent).
someone types "best dog food" into Google.
They are not
attempting to access a specific page. They also do not wish to purchase a
specific product. (At the very least, not yet.)
indicates that the keyword has commercial intent. And we can use this information
to improve the targeting of this keyword in our content.
What is the
value of search intent in SEO?
goal of search engines (such as Google) is to provide users with relevant
results. Understanding search intent can therefore influence your ability to
rank in search results.
made significant efforts to interpret the intent behind search queries.
at Google's Search Quality Evaluator Guidelines—there's an entire section on
user intent and how to identify different types of
To rank in
Google, your pages must satisfy the search intent behind the keywords they are
understanding of search intent can assist you in the following ways:
- Improve your content strategy by targeting keywords that correspond to the needs of
your target audience.
- Create relevant content by
understanding your users' needs and producing content that meets those
higher ranking in search results by demonstrating to search engines that your
content is useful and relevant to their users.
Different Types of Search Intent
distinguish four types of search intent:
- Users want to find a specific
page (for example, "reddit login").
- Users with informational intent
want to learn more about something (for example, "what is SEO").
- Users want to do research
before making a purchase decision (for example, "best coffee
for Navigational Search
The user has navigational intent when they want to find a specific
page. In contrast to other intent types, searchers already know what they're
When a user
wants to learn something, they have informational search intent.These queries are frequently
phrased as questions and include words such as who, what, where, why, and how.
Conduct a Commercial Search
Commercial search intent includes
that your target audience searches for before making a purchase.
The user is
seeking information, but the information is inextricably linked to the action.
for Transactional Search
Users with transactional search intent want to do something specific,
often an action you want them to take as a business owner.
what the name implies, this is not limited to purchases. A user conducting a
transactional search, for example, may want to sign up for a newsletter or
Identify Search Intent
Search intent frequently corresponds to where users are in
the marketing funnel.
it works as follows:
- The user searches for
informational keywords such as "how to do keyword research."
- Consider the following
scenario: A user searches for commercial keywords such as "best
keyword research tools."
- The user searches for
transactional or navigational keywords such as "Semrush plans"
As a result,
determining search intent is an essential step in any content
cases, the keyword itself can be used to determine the intent of a keyword
(e.g., question words like what, why, or how usually signify informational
intent is not always obvious at first glance.
is, you don't have to shape it out yourself—several tools in Semrush
automatically work out search intent for each keyword.
calculation is based on the words in the keyword phrase as well as the SERP
features found in the search results for the analysed keyword.
There is a dedicated data column in the Keyword Magic Tool that displays the keyword's intent type. That means you can work with search intent while conducting keyword research without leaving the tool or guessing the intent.