By: Thanushka
August 25, 2021

What is Search Intent and How It Affects SEO?

We know that search engines rank pages on the basis of relevancy. But how does it work, and what is search intent?


Search intent is the intention of the searcher. A searcher with a low-intent goal may be looking for a quick answer to a question like What is the price of a new car? while those with high-intent goals may be looking for long-form articles, like How to buy a car.


Search intent basically tells you what stage of the conversion funnel your visitor is at and what they want to achieve from your website or article. They use a number of factors to determine this like keywords within the content, phrases on your site that match the query terms, or even how long people stay on your site after clicking on the result. It affects SEO because it helps you understand what kind of content you need to produce in order to rank higher on Googles SERP and get more organic traffic.


Here are a few topics Im going to focus in this article on search intent and SEO.


Lets get started…!!!


What is Search Intent?


Search intent which is also called as user or audience intent is simply the search term a user has in their mind when they are typing into the search bar on a website. Search terms can be found by analyzing user behavior, conversions, and the content of pages on a site. We should avoid trying to guess what the search intent might be from the content of a page because theres no way to reliably know what people are looking for until theyve typed it in.


It can be used to formulate the best content strategy for an organization. Search intent is an important concept in search engine optimization and online marketing. It is a way of understanding what people are looking for and how they are looking for it.


The intent of someone searching on a search engine will help marketers understand if they want the information quickly or have time to read through articles, how much information they want about the topic, etc.


With Google Hummingbird, Google RankBrain, and BERT algorithm adjustments, the search engine can interpret search intent and display results that meet that search intent, often through rich snippet results like the Answer Box and Knowledge Panel.


The intent behind keywords can also be used to describe what people are searching for when theyre at different stages of the conversion funnel.


The Search Intent can be categorized into four categories. Lets discover the categories for a better understanding.


What are the Types of Search Intent?


What are the Types of Search Intent

What are the Types of Search Intent


When people search for information on the web, they have a specific intent for what they are looking for. Google Analytics can help you categorize these intents into four types:

The most important fact is that the type of search intent is linked to the content that will be generated for the search results page.


Hope you now have the knowledge of what your search intent category is. Lets move forward to get more intensified

• Informational - the user wants specific information on a single topic. These intents include interrogatives like how to, what is, why do, where is, etc.


• Navigational - the user wants a specific website or location to go (it is like your grandmother searching Google for Facebook instead of going to They are dominated by branded keywords.


• Commercial - the user is looking for a product or service. They have determined what they want and made their decision on which one they want before google has even loaded up for them in order for them to buy it.


• Transactional - The user wants to complete a transaction (conversion). This isnt restricted just to purchasing a product or a service. It could be an email signup, lead generation form submission, store visit, or a phone call.


The most important fact is that the type of search intent is linked to the content that will be generated for the search results page.


Hope you now have the knowledge of what your search intent category is. Lets move forward to get more intensified


How to Identify and Satisfy the Needs of Specific Search Intents?


Search engine users will often type in phrases that are very specific to their current needs. You may be able to find these needs by analyzing how users interact with your website and the pages on it.


Whats the point of creating content if you are not reaching the right people? The best way to identify and satisfy the needs of specific search intents is by performing keyword research first so that you can be sure that your content will match what users want from Google.


Googles Hummingbird algorithm was designed to understand complex queries and more effectively answer them in natural language.


It is more difficult to satisfy the needs of specific search intents than it used to be. For example, if you want to generate a content piece for someone looking for mobile pet grooming near me, then you need to be aware of the different possible meanings behind that search intent. Is the person looking for groomers who travel remotely or do they want groomers located near their current location? This concept has also been applied in SEO, where it is important to match the selected keywords with what the searcher is actually looking for.


Why Search Intent Matters for SEO?


Search intent is a powerful marketing tool. It can provide clearer insight into what people are looking for and how they want to find it. This understanding of the customer journey can help you shape your content strategy to meet their needs.


The goal of Search Engine Optimization (SEO) is to rank #1 in Google, Bing or Yahoo search engine result pages for specific keywords. But its not just about ranking high in the SERPS.


Intent Matters for SEO

Intent Matters for SEO

Its about getting organic traffic from search engines. That is, free customers who are looking for a product or service online and who find your website by searching on Google, Yahoo, or Bing without clicking on an ad or sponsored link.


The relevance of the content to those keywords will determine how many people visit your site and click through to other pages on your site. So in a way, you can measure Search Intent by analyzing how many visitors click through to the next page after they finish reading your article. This is why we say search intent is very important for SEO.


Its about the relationship between search intent and SEO here, but now lets focus on the relationship between the search intent and a marketer.


Why Marketers Should Invest in User Intent Research?


The art of marketing has changed dramatically in the last few years. Marketers are now required to have a strong understanding of the customers needs and provide them with the value they expect. This is an extremely time-consuming process.The best way for marketers to save their time and energy is by implementing user intent research, because it gives them a deep understanding of what people are looking for. User intent research can be done on many different levels and through many channels. It helps marketers make more informed decisions and spend less time on unsuccessful campaigns.


User intent research is used by advertisers, marketers, and other professionals to make their brands more persuasive or personalize their offerings.


Investing in user intent research can help marketers understand what their customers want, which will help them tailor their marketing strategies for better results. For example, if they find out that their target audience is looking for luxury goods, they might focus on that specific segment of the population. Utilizing this method can result in increased profits and satisfied customers.


The increasing reliance on technology has made people more demanding than ever before. Lately, people have been looking for the next way to make life easier or more entertaining and marketers need to be present on this new digital battlefield if they want to keep up with their competition. Though many individuals are using various social media sites to find new content, marketers should also be present in various online communities where they can interact with potential customers.


User intent data has been proven to have a direct correlation with conversion rates, as well as with increasing engagement rates on social media platforms like Facebook and Instagram. A study by the University of Pennsylvania found that companies who use user intent research invest four times as much time and resources on new product development as those that do not. They also report 60% greater return on investment than non-user-intent-research companies.


Now lets focus on understanding keyword search intent as we know the relationship between the search intents and a marketer. To get a better understanding about keyword search intent, lets move to the next section.



How to Understand Keyword Search Intent?


Keyword search intent is an essential part of SEO because it influences how you craft your content. It can help you identify what your audience is looking for and where they are in the purchase funnel.


A keyword search intent is a record of the intent behind a search. This helps in predicting the kind of content that would be most relevant and useful for a search.


The first step to understanding keyword search intent is to understand what keywords mean, and how they can be classified into different categories. There are two main types of keywords: the head term or headline keywords, and the long tail. Head terms are used by people who know what theyre looking for, while long tail keywords are used by people who are browsing or exploring.


The second step is to understand how keywords work with each other when theyre clustered together. Often, there will be one parent term within a keyword cluster that dominates in popularity over all the other head terms in that cluster.


Using the knowledge that is shared here, it is a good idea to make sure that the keyword or keyphrase you want to rank for is one of these dominant terms and will have a better chance at being found by customers who are specifically looking for your products or services.


So, now you have a sound knowledge about what search intent is and the effect of it on SEO. No matter whether you are a beginner or a pro to this content, but our ultimate goal is to give you the best after performing broad research on the relevant topics that we talk.

Dont forget to share this piece of content around your circle and we are very keen to know about your thoughts about this. Feel free to contact us and forward your queries.

Share this article:

Leave a Reply

Your email address will not be published.