What is Search Intent?

Search Intent is about why people conduct a specific search. Why are they searching? Are they searching to get answer to the question? or Searching for the specific website? Or they are searching to buy a product or service?

Search Intent

Google not just want to rank a page to the search term they rank for search intent too which fit the search intent the most. The search intent is mainly classified into four categories:

  • Informational
  • Navigational
  • Commercial
  • Transcational

 

Informational:

Most of the searches in the search engine is informational intent. People perform search to get some information. It about anything like information about the weather, SEO, Census, etc., In informational intent people are looking for information about certain topics.

 

Navigational:

People perform search to the pre-determined destination like Facebook or their favorite websites. Ranking for navigational term is advantage only for the site what they are looking for. Even though Other Analytic tools rank better for the Search Term “Google Analytics”, it will not drive traffic to the other websites. People will get to google analytics website only and only in very rare case they will show interest in other terms.

 

Commercial:

Around three out of five people are searching for the product information what they are about to buy in the future. Not just only for the product is applicable for the services too. Example: “What is the best English Training Institute in Chennai?”, “Best Air Conditioner” etc.,

 

Transactional:

If people buy the product in internet then it comes under transactional intent. People use searches to find the best purchase. Not just only buying, downloading something or registering, singing up are transactional intent.

Almost 50 to 80% of the search quires falls under the informational intent. Google introduced a new category called “Know Simple” under the informational query. Questions which could be answered in less than 2 sentences will fall under this category.

Example: Release Date of Movies, Age of personality etc.,

search intent

Another most common informational category would be “Plane to Netherland on [Time] or [Date]”. For these types of queries different people need different type of information. Example: “Weather on city”, “population in city” etc.,

Optimize Your Content for Search Intent

Optimizing for the Search Intent:

Search Engines are getting smarter – article which match for the search intents are getting ranked. Optimizing the content for the search term will greatly help you in ranking.

Since you already have your content, investigate your content to find the missed opportunities and area for improvement. Use trust-building words like “As a result”, “Since”, “Accordingly” to give a strong message to the reader. Have case studies, focus on reader experiences and use keywords in the natural ways.

User Experience is Search Engine now a day. The primary goal of any search engine is to give better user experience not in the right keyword or content. So, focus mainly in the type of experience what people are expecting when landing in your page and give the feeling of worthiness and build trust to the visitor and rest will fall in your way.