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Why Is It Important to Understand Search Intent for SEO?

The Internet is taking over the marketing world at a fast pace. Most people search online when they need a product or service but are not sure where to get it. Because of this, businesses rely on the internet to reach more customers. They use different tactics to improve online visibility.

One of the things that can greatly help if you want to build an online visibility is to know the search intent of your audience. This will convince your potential customers that you can provide what they are looking for. Also, understanding search intent will drive traffic and leads through organic searches. 

Obviously, intent optimization boils down to creating pages that answer the user’s questions or allow the intended transaction. Also, one great thing about search intent is that it represents an opportunity for your business, regardless of what your business actually does.

What Is Search Intent?

Businesses must be equipped with a user-friendly website if they want to turn potential customers into consumers. People search online before they purchase a product or service. Also, to ensure that what they purchase has the highest quality item, they browse multiple pages. To provide them with what they need, a business must know every customer’s search intent.

Search intent, sometimes also called as keyword intent, is the goal of a person using search engines. There are four types of search intent. With the Google Hummingbird and Google RankBrain algorithms, the search engine can interpret search intent and display appropriate results. Keyword intent can also describe keywords used by prospective customers and leads to various stages of the conversion funnel. Since people look for, process, and use search results differently based on their intent, understanding and optimizing for search intent is significant in search engine optimization.  

Informational Intent

A lot of searches on the Internet are because people are looking for information. Informational intent is defined as search queries that cover a broad topic and can result in thousands of relevant results on the search engine. When a person searches for something on Google or other search engines, they are not looking for a specific website, rather, they are looking to make a commercial transaction. 

You can target informational intent or informational search queries several ways. First, you can create a blog post that is full of tips. A blog that instructs people how to do a particular thing will certainly drive traffic and leads to your site through organic search. Also, you can create a detailed, step-by-step guide which elucidates a process that is relevant to your business. 

Navigational Intent

Navigational intent is entered into the search engines by a prospective consumer with the aim to find a particular website. For instance, a user may type the word “youtube” or “facebook” on Google’s search bar to find its website instead of entering the URL into a browser’s navigation bar. However, the truth is it’s not easy to target search queries with navigational intent unless you own a site a most people are looking for. People with navigational intent have an exact site in mind, and if you are not that site, then you are irrelevant to them. However, not all search queries that appear navigational in nature are actually navigational. For instance, a person who searches for the word “youtube” might actually be looking for news about the company. 

Transactional Intent

Transactional search queries are made by people who have an intent to complete a transaction, such as making a purchase. Search queries with transactional intent may include an exact brand or product name. However, it can also be generic or may include the words “buy”, “purchase”, or “order”. You can infer that people who do transactional search queries are considering making a purchase in the future. In other words, they are at the business end of the conversion funnel. 

Transactional search queries have subsets. Vertical searches are search queries that represent people who are looking to make transactions within a specific industry. Vertical searches include local searches, restaurant searches, hotel searches, and many more. 

MojoSEO is committed to bringing out the best in your company. With our expertise in search engine optimization, we can turn your goals and vision into success. Get to the top of search rankings by visiting You can also call us at (720) 439-6715 for more information


Kellen Tallada

Entrepreneur Kellen Tallada is the Co-Founder of MojoSEO with 18 years of digital marketing experience including web design, SEO, social media and PPC/SEM advertising.

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