With recent changes and advancement in how search engines are analyzing user search behavior comes the introduction of Search Intent.
Search Intent is the purpose of a user’s search. Search engines are able to interpret why a user is searching for a set of keywords and then show users results that align best with that search query.
Why is Search Intent relevant?
Search Intent – why a user is searching for something in the first place – gives you as a marketer a snapshot of where a user is in the conversion funnel. Understanding this can help you create effective content that targets potential customers and meets their needs best.
And by creating content that best answers user’s questions, search engines will view your content as valuable and relevant to their users – thus giving your content a higher SEO ranking.
4 Types Of Search Intent
While there may be some gray area, you can generally break search intent down into four basic categories:
- Navigational Intent: Trying to find something (e.g., “city mom collective”)
- Informational Intent: Trying to learn more about something (e.g., “best strollers for toddlers”)
- Transactional Intent: Trying to complete a specific action (e.g., “where to buy a Britax stroller”)
- Commercial Intent: Trying to learn more before making a purchase decision (e.g. “Britax versus Bugaboo”)
Now let’s dig a little deeper into each one:
Navigational Search Intent
Navigational Search Intent means that the user wants to find a specific page, domain, or physical address.
The key to understanding navigational intent is that users already know what they’re trying to find. Navigational keywords are all about ensuring your current or future readers can find you when they need you most. Often, they’re branded. They can also give you insight into how users interact with or think about your brand. Example: city moms blog versus city mom collective, etc.
Informational Search Intent
Informational Search Intent means that the user wants to learn something. Often, users phrase these searches as questions and use words like who, what, where, why, and how.
Questions asked can range from extremely specific (“when kids start preschool”) to broad or complex (“what are Montessori schools”).
For more specific queries with concrete answers, Google will often use SERP features to answer the question so users won’t have to leave the page:
Informational queries make up the vast majority of searches performed on Google and are a cornerstone of they type of content our sites publish. Providing your audience with informational or educational content is a great way to build trust in your expertise. In addition to increasing your visibility, you can use this content to target new leads you can convert later.
In example, provide resources on when to start your kids in preschool or the difference between Montessori versus traditional preschool programs and THEN once you’ve delivered educational content on the topics, push a preschool guide where you are looking for conversions for your partners.
The best way to optimize for this type of search query is to provide structured lists (i.e. bulleted lists or numbered lists) as well as questions and answers. Make it as user friendly and readable as possible.
Transactional Search Intent
Transactional Search Intent means users want to do something specific, either in person or using their device. Despite what the name implies, this isn’t restricted just to purchases. A user doing a transactional search might also want to complete email signup, form submission, store visit, or a phone call.
Some transactional queries are direct, making what the user is trying to do obvious. For example, a user who wants to go buy a new stroller might search “where to buy a stroller near me”.
Google provides ads based upon that search query, but also a map with stores which sell strollers, because the search intent identified a desire to buy or shop.
In other instances however, it’s not as clear whether the user’s intent was transactional, commercial or information. This is most common when the search terms contains the name of a specific product. The search results in this case often include various SERP features on order to help a user research more about that product so they can hopefully complete their purchase.
In this case of the search term “uppababy stroller” you will the search panel contains transactional content (comparing prices), commercial content (product information and questions about the product, as well as navigational content (the direct website of the brand).
Transactional keywords are your money makers. These are the keywords your future customers use when they’re ready to convert, whatever conversion means for you.
Commercial Search Intent
Commercial Search Intent is like a hybrid of informational and transactional. In other words, these are the keywords your audience uses when they’re doing their research before making a purchase decision.
Let’s take this search terms as an example, “UPPAbaby Vista V2 vs Bugaboo Bee 6”.
For a search like this, the SERP feature compares both products so that users can easily make their purchase decision.
Commercial keywords are all about showing your audience what you have to offer and giving them the information they need to convert. The more efficiently your audience can find and use this information, the more likely they will take some type of action.
How Can You Apply Search Intent Into Your Content Strategy…
In a nutshell, an effective content strategy provides users with the information they need when they need it most.
Informational content helps users learn and educate themselves on a topic that is important to them.
Commercial content helps users make a more informed purchase decision.
Transactional and even Navigational keywords help users find your content quickly and convert faster.
Look at the topics you have planned for the quarter. How can you build on those topics. Start with the Informational intent first, then build to the commercial intent, then once you’ve provided value consider partnering with a local business that relates to that topic and develop more transactional content. In this content flow, you are building a level of trust and expertise on a topic, BEFORE trying to sell to them.
Questions?
Wondering how to find your search intent? Using your Premium Membership hours, our tech team can run a Search Intent report for you! Simply fill out our Advanced Tech Support Form.