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What Is Search Intent?

Search intent is one of the most important concepts in SEO. It’s all about connecting your content with the searches being made by users.

In this article, we’re going to take a look at what search intent is, how it works, and some simple ways that you can use it to improve your SEO strategy. Let’s get started!

So what is search intent?

When you’re just starting your blog there can seem like an infinite amount of things you want to learn. Search intent, however, is something you need to learn to really succeed at blogging in the UK.

Search intent is the reason behind a search. It helps you understand what people want to find, which makes it easier for you to create content that’s relevant to their needs.

For example, if someone searches for “how to get free stuff on Amazon” in Google, they’re probably looking for some sort of coupon or promo code and not information about how Amazon works or why they have warehouses.

On top of this, search intent is also important for SEO because it helps you create content that will appeal directly to your audience and get more traffic from search engines like Google.

Google has been very vocal about its efforts to match a user’s search intent to the correct content online and this drive will continue to be a pillar of its algorithm improvements moving forward.

Informational intent

Informational search intent is a type of search that’s looking for answers to questions. What kind of questions? Well, pretty much anything.

Have you ever looked something up online and thought, “I wonder if anyone has asked this before?” If the answer is yes, you’ve got informational search intent. You’re seeking new information or facts that can help you make a decision or answer a question.

Informational searches are all about answering questions, and they’re probably one of the most common reasons people use Google today. Whether we’re wondering how to get rid of dandruff or what time the movie starts on Friday night, informational searches help us learn more about the world around us, and ourselves.

Informational searches will be met with guides, how-tos and any form of content that help the user solve their problem and gather the information they require.

Navigational intent

Navigational search intent is an extremely common type of search that is all about getting you right where you want to go on search engines.

When you’re searching for a local business or service, like a dry cleaner or an auto repair shop, you’re searching with navigational intent. You know exactly what business you’re looking for and what it does, and what you want from that business.

Navigational searches are typically more valuable than informational ones because the user has already completed an informational search to find out how they solve their problem, the navigational search takes them to the website or business that offers the solution.

Transactional intent

Transactional intent is when a user has a specific product or service in mind, and they’re looking for a place where they can buy it.

The user may be searching for the product or service by typing the brand name, such as “Google” or “Amazon.” They may also type in the type of product: “camera,” for example.

Transactional search intent is without a doubt the most valuable. This is normally indicated by the CPC (cost-per-click) that you would need to pay to bid on this keyword on Google Ad Networks.

This search intent doesn’t always mean that the user wants to purchase from your site immediately; sometimes, it’s just research before making a purchase elsewhere.

Search intent is all about making connections between your users’ searches and your content.

Search intent is all about making connections between your users’ searches and your content.

Search intent should dictate exactly what kind of content you should be creating for each keyword.

Let’s take this a step further and use some examples:

Search QueryIntentContent
how to wash my carinformationalhow-to guide on how to wash a car
local car repairnavigationalhome/landing page detailing your services as a mechanic
buy nike shoestransactionalproduct category page offering Nike shoes

If you want your site to drive more traffic and conversions, start by understanding the search intent behind each keyword phrase in your keyword list.


All of this goes to show that search intent is a powerful tool for understanding how people interact with your site.

It’s important to know what kind of searches are most likely to lead to conversions and sales because that’s how you can tailor your content for each type of intent.

If there’s one takeaway from this blog post, it should be that you need to understand the intent behind each visitor’s search in order to create the best possible experience.

Blogs that truly understand search intent will have better performance metrics in terms of time on page and bounce rate just because they served the exact content the search required.

Looking for other ways to level up your online business? Don’t miss more of our detailed guides below that can guide you through all of the tips and tricks you can use to up your traffic and your revenue.