When it comes to creating content for your website, have you ever stopped to think about why people are searching for the things they are? I mean, sure, you know what they’re searching for, but do you know why? That’s where the concept of “search intent” comes in. It’s the reason behind a user’s search query, and understanding it can make a huge difference in how you create content for your website.

You see, people aren’t just randomly typing words into a search engine. They have a purpose or goal in mind. Maybe they’re looking for information on a specific topic, maybe they’re trying to find a specific website or page, or maybe they’re looking to make a purchase. These different purposes or goals are what we refer to as “search intent.”

Different Types of Search Intent

Informational intent

Informational intent refers to when a user is searching for information about a particular topic. This type of search intent is characterized by users looking for answers to specific questions, or looking to learn more about a certain subject.

Examples of informational intent search queries include:

• “How to train a dog”
• “What is the capital of France”
• “Symptoms of the flu”
• “Best hiking trails in Yosemite National Park”

When it comes to creating content for users with informational intent, it’s important to provide in-depth and accurate information. This can include things like detailed how-to guides, informative articles and blog posts, and FAQ pages. It’s also important to ensure that your content is easy to read and understand, as users with informational intent are often looking for quick and simple answers to their questions.

Additionally, providing users with informational intent the option to dive deeper into a subject through internal links or external links can be helpful. This can include links to other pages on your website, as well as links to relevant external sources such as government websites or scientific journals.

Navigational intent

Navigational intent refers to when a user is searching for a specific website or webpage. This type of search intent is characterized by users looking to access a specific page or website that they are already familiar with.

Examples of navigational intent search queries include:

• “Facebook login”
• “Amazon homepage”
• “CNN news”
• “Weather forecast for New York”

When it comes to creating content for users with navigational intent, it’s important to make it easy for them to access the specific page or website they are looking for. This can include things like having a clear and easy-to-use navigation menu on your website, and including links to popular pages or sections of your website prominently on the homepage.

Having a well-structured website, with a clear and easy-to-use navigation menu, will make it easier for users to find the specific page they are looking for. Also, having a search bar on your website can be helpful as it allows users to quickly find what they are looking for by searching for specific keywords or phrases.

Transactional intent

Transactional intent refers to when a user is searching for a specific action or transaction, such as making a purchase or booking a service. This type of search intent is characterized by users looking to complete a specific task or take a specific action, such as buy a product, book a hotel room, or download a software.

Examples of transactional intent search queries include:

• “Buy running shoes”
• “Book a hotel room in Las Vegas”
• “Download Photoshop”
• “Purchase concert tickets”

When it comes to creating content for users with transactional intent, it’s important to make it easy for them to complete the specific task or action they are looking for. This can include things like having clear calls-to-action on your website, such as “buy now” or “book now” buttons, and providing detailed product or service pages that make it easy for users to make a purchase or book a service.

Another important aspect is to ensure that your website is secure and that it has a secure checkout process. This is crucial as users will be entering sensitive information such as credit card details, and you want to make sure that their information is protected.

Commercial investigation intent

Commercial investigation intent refers to when a user is conducting research on a product or service before making a purchase. This type of search intent is characterized by users looking to gather information and compare options before committing to a specific product or service.

Examples of commercial investigation intent search queries include:

• “Best laptops under $1000”
• “Reviews for XYZ hotel”
• “Compare camera models”
• “Cheapest flight to London”

When it comes to creating content for users with commercial investigation intent, it’s important to provide them with detailed and accurate information about the products or services they are considering. This can include things like product comparisons, reviews, pricing information, and detailed specifications.

Another important aspect is to provide users with a variety of options so they can compare different products or services. This will help them to make an informed decision and choose the best option for their needs.

Improve your website’s content and user experience through search intent

Here are few examples:

• If you run a hotel website, you might create a separate page for each type of room you offer, with detailed information about the amenities and services included. This will help users with commercial investigation intent find the information they need to make an informed decision about booking a room.
• If you run an e-commerce website, you might create a “frequently asked questions” page that addresses common concerns and questions that users with transactional intent might have. This can help reduce the number of customer service inquiries you receive and improve the user’s experience.
• If you run a blog or news website, you might create a “resources” page that provides users with informational intent with additional resources and links to related articles.

 Conclusion

Understanding search intent is crucial for creating relevant and effective content for your website. Search intent refers to the purpose or goal behind a user’s search query, and it helps to identify the different types of intent, such as informational, navigational, transactional, and commercial investigation. By identifying the type of intent, you can create a better user experience and improve the chances of your website ranking well in search engines.