What is Search Intent

Search intent (also known as searcher intent or keyword intent) is the reason why a user types a particular query into a search engine

The Four Types of Search Intent

We usually distinguish between four types of search intent:

Navigational intent: Users want to find a specific page (e.g., “reddit login”)

Informational intent: Users want to learn more about something (e.g., “what is seo”)

Commercial intent: Users want to do research before making a purchase decision (e.g., “best coffee maker”)

Transactional intent: Users want to complete a specific action, usually a purchase (e.g., “buy subaru forester”)

1. Navigational Search Intent

Navigational intent means that the user wants to find a specific page. Unlike with other intent types, searchers already know what they’re trying to find.

2. Informational Search Intent

Informational search intent means that the user wants to learn something. These searches are often phrased as questions and use words like who, what, where, why, and how.

Here are the top benefits of targeting informational keywords:

Visibility: Informational queries make up a significant number of searches in Google. If you want visibility, you can’t ignore them. 

Building trust: Providing useful information andeducating your audience is a great way to build trust in your expertise

Targeting new leads: Content that targets informational keywords can bring in new leads you can convert later

3. Commercial Search Intent-Commercial search intent includes keywords your audience uses when they’re doing their research before a purchase.

The commercial intent lies somewhere between informational and transactional intent. The user is looking for information, but the information is closely connected to the action.

4. Transactional Search Intent

Transactional search intent means users want to do something specific, often an action you might want them to do as a business owner.

How to Determine Search Intent

In general, it works like this: 

Awareness: User searches for informational keywords like “how to do keyword research”

Consideration: User searches for commercial keywords like “best keyword research tools”

Conversion: User searches for transactional or navigational keywords like “Semrush plans”

Google uses a slightly different categorization. In their Search Quality Evaluator Guidelines, they distinguish between:

“Know” queries: Users want to get information about something (corresponds to the informational intent)

“Do” queries: Users want to do something (corresponds to the transactional intent)

“Website” queries: Users want to visit a specific website (corresponds to the navigational intent)

“Visit-in-person” queries: Users want to visit a specific physical place