search intent

What Is Keywords Search Intent? Importance of understanding Search Intent In SEO


Introduction To search Intent.

Keywords play an important role in Search Engine Optimization (SEO). Without them, we could not optimize websites for search engines. However, keywords aren’t just words that represent topics you want to rank highly in search engine results. They are also used to identify your users’ intent and help with keyword research by understanding what people are looking for and how they’re searching.

What is Keyword Search Intent?

Keyword search intent is the reason why a user is searching for a keyword.

For example, if a user searches “how to bake bread” they may be looking for recipes or instructions on how to bake bread.

Understanding keywords and their corresponding search intents allow you to optimize your content so that it aligns with what users are looking for, which can lead to higher click-through rates and better conversion rates.

The 4 Keyword Intent Types.

There are 4 google search intent types that you need to understand before launching your SEO Keywords research, it does not matter what niche are you in, it is extremely important to understand the keyword intent. This way you will be able to find and select the right and most profitable keywords for your SEO campaigns

1. Informational Search Intent:

When a user is searching for specific information, such as explanations and definitions. this is considered to as informational search intent. These search intentions often yield How-To, What, and Why forms of evergreen material (e.g., Wikipedia pages, blog posts, and instructional videos).

Examples include “How to make money online,” “What is SEO? ” and “history of Digital marketing.”

2. Navigational Search Intent:

Users that have this search intent want to travel to a specific location, such as a website or a physical location, or even a certain area on a webpage.

“Facebook,” and “youtube,” are some examples.

3. Transactional Search Intent:

This search intent indicates that the user wants to complete some sort of transaction. More than any other sort of search intent, the user usually already has a precise notion in mind (brands, products, pricing, etc.) and is ready to convert or make a purchase today.

Examples: “But t-shit online” And “ Buy sunglasses near me”

4. Commercial Search Intent:

This form of search intent is to examine or research something to eventually complete some kind of transaction in the near future.

 Customer readiness distinguishes transactional search intent from commercial search intent. The consumer is ready to transact today with transactional search intent, whereas the customer plans to transact in the near future with commercial search intent.

 This is also separate from informative search intent, which often seeks evergreen material with no time restriction or seasonality. Commercial search intent keywords typically include qualifiers such as “discount,” “offers,” “best, “Deals”, or a date.

Example: “Deal on tires,” “Sales, etc,”

Search intent examples

Now let’s take a look at one example of search intent in the SERPs. We have the keyword “ But t-shirt online” right?

First, let’s see what is my intent behind this keyword, am looking for tips.  am I looking to learn something?

Not, rather I intend to “ buy t-shirt online”.

Now let’s see what google comes up with I search for this keyword

example of search intent in the SERPs
What Is Keywords Search Intent? Importance of understanding Search Intent In SEO 4

So as you can see, google also returned with some eCommerce stores, because Google understood my intent, and thus is showing me results from online stores so I can buy a t-shirt online easily.

Not only this, but it also proves that all eCommerce stores should pay special attention to eCommerce SEO to stay ahead of the competition and secure more business than competitors.

Why Search Intent Is Important for SEO?

Search Intent is essential for identifying what kind of content you need to create, whether it’s informational (e.g., “how to make a sandwich”) or transactional (e.g., “buy a sandwich”).

Knowing your target audience and understanding their goals will help you decide on the best keywords and phrases to focus on when creating quality content that will attract visitors interested in what your business has to offer.

For example, if your business makes sandwiches, then customers searching for “How do I make a sandwich” are probably looking for recipes or tips on how they can put together their favorite lunchtime meal themselves instead of buying one at the store.

On the other hand, someone who searches “Where can I buy sandwiches near me?” may be ready to purchase food from you instead of making it themselves—and this could be an indication that this person would be more likely interested in an online order form than an article about how easy it is their own hands.”

How to Determine Search Intent for a Keyword?


After understanding the keyword intent, it is now to learn how to identify the search intent for specific queries. I will show you exactly how to do it.

There 2 ways to uncover the search intent for any given keyword or search term.

Use paid SEO Tools.

One way of finding the keyword intent is to make use of paid SEO tools, big name, in this case, would be SEMrush.

Simply your SEMrush account, under KEYWORD RESEARCH, click on KEYWORD OVERVIEW, put your target keyword in it, and hit search.

Apart from your other keyword metrics, you will also see a column called INTENT. As shown in this screenshot from semrush.

identify keyword intent in semrush
What Is Keywords Search Intent? Importance of understanding Search Intent In SEO 5

Do SERPs Analysis.

This means searching for your target keywords in google and analyzing the content that currently ranks against your target keyword. By understanding the content that currently ranks for your target will help you create better content with more specific or improved information.

Just like we analyzed in the SEARCH INTENT EXAMPLE above, you have to pick your target keyword, search for it, and analyze what has come up. This will give a clear clue about what should you create.

By doing this analysis, you will be able to understand.

Should it be informational content?

Should it subcategorytent? Or should it be a product page or sub category page?

The search intent analysis

Navigational Queries

Navigational queries are used to find a specific page or page section.

These types of queries can include words like “contact us” and “contact info” that indicate someone is looking for a specific piece of information.

Navigational queries are also used to find specific content on a certain website, such as a product review or even an entire category of products (e.g., “women’s watches”). In this case, your website must have listings for all of these pages so users can get what they’re looking for when they search online.

Informational Queries

Informational queries are the most common type of search query. They are used to find information on a particular topic or answer questions. You can use informational queries to help identify what people are looking for, and then create content that answers their questions to help them achieve their goals as quickly and easily as possible.

Transactional Queries

Transactional queries are the most valuable because they’re the most specific. People are actively looking for a product or service.

 They know what they want and need to find it quickly – these users are in a hurry!

Transactional queries also tend to convert at a higher rate than informational queries, so businesses can expect a higher ROI from their marketing efforts targeting these search intents.

Transactional Queries are found in the search results more often than any other type of query intent. You might have heard that Google is trying to cut down on ads and limit click-through rates (CTRs), but this doesn’t apply to transactional searches – if someone is searching for hotel rooms on Expedia or flights with Orbitz, you will be able to compete for those clicks by ranking highly in organic listings for those terms where relevant.

Commercial Keywords:

Commercial keywords are also very important when it comes to securing more business. In commercial intent, the customer is not yet ready to make the purchase is in the decision-making process, and is very close to the bottom of the funnel.

In the commercial intent, customers search for keywords likes “ best”, “deals”, discounts”, and “free shipping”

Conclusion ( Increase your website organic traffic with our SEO agency)


We hope the answer to the question “what is search intent?” was helpful, and that you now have a better understanding of how it can help you with your SEO strategy. If you want to boost your website SEO organic traffic with our EXPERT SEO team, then make sure to reach out to us today.

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