What is search intent? A complete guide for beginners’ marketers
Searching things online has become second nature to us. From looking for meanings of new words and phrases, finding locations of near and far-off places to buying things—we search everything online nowadays. Search intent, or user intent, is basically the reason or why behind the search of a person on search engines like Google, Bing and so on.
These are the intent-rich moments that SEO service companies and content producers should make use of and optimize the most. People are always looking for quick answers, but it is very important to provide the right answer that satisfies their search intent or the very reason behind that search.
Nowadays, to be able to rank in Google search, we have to provide the most pertinent result for a person’s query. So, the most important aspect is creating content that will match the search intent of our audiences. Search engines were not so complicated before. Earlier, posting content with keywords was enough to put you on top of a Search Engine Results Page (SERP). But as Google updated its algorithms, SEOs and their best practices have changed too.
The concept of search intent has been gaining importance in the SEO scenario for quite some time and today marketers are noticing it with further importance.
Search intents became important when Google released Hummingbird, RankBrain and BERT updates, where the search engine gave more refined understanding of the intent of searchers’ queries to match and come up with relevant results even without words that were searched for to provide the closest possible answer for a query. And also when search intent was given more emphasis in terms of SERP rankings. This made it important for SEOs and content marketers to create better content that would satisfy the user’s intent instead of Google algorithms.
Types of search Intents
There are Four Types of Search Intent — Informational, Navigational, Transactional and Commercial Investigation.
Our searches mostly represent different stages of our online journey. Google is continuously working to improve its algorithms to be able to decide a person’s search intent and wants to rank pages that best fit a person’s search term along with the search intent behind it. That is why we should make sure our posts and/or pages fit the search intent of our target audience.