Defining User Intent
User intent, or search intent, refers to the objective behind a user’s search engine query. It’s about figuring out what users are really looking for and being able to help them find the answer on your website (if applicable). User intent is a big part of any comprehensive SEO and content strategy.
Types of User Intent
Understanding the specific user intent behind search queries can help guide things like writing content, planning page layouts, and designing site navigation elements. Overall, user intent is broken down into four major types: navigational, informational, commercial, and transactional.
Navigational Intent
Navigational intent means the user is searching for something specific. Searches with navigational intent usually include brands. For instance, a search with navigational intent may look like “What are Green Ivy Creative’s hours?” Another example would simply be a business name entered into the search because the user knows it will lead to that company’s website. If you’ve ever searched for a refund policy or concert information, you were searching with navigational intent.
Why Writing for Navigational Intent is Important
This is why Google Business, social media platforms, reputation management, and general facts about your business on your website matter. Think about the basic information about your business, like where you operate, your business hours, how people can contact you, etc. This information should be readily found on your website, business listings, and social media page(s).
Informational Intent
Informational intent means the user is gathering information on a subject. Ready to hop down a rabbit hole of facts online? You may be searching with informational intent. Searches usually include the words “who,” “what,” “where,” “when,” “how,” and “why.” Mike and I have been gardening a lot this summer (as per usual) and I’m learning a ton about squash and zucchini, so I’ve been searching with informational intent. Looking at my Google search history from the other day, I see “How to cut zucchini from the vine.” I wanted to know how to properly do something. Nothing more, nothing less. Give me that information and I’ll be on my way! However, the site I visited was so helpful that I bookmarked it and did a deep dive later that night.
Why Writing for Informational Intent is Important
Even when someone is searching for an immediate answer, by thinking ahead and writing some content for these queries, you can help drive traffic to your site. If your content speaks to users who are trying to learn more about something your business provides, it has a better chance of keeping them interested. Writing content with intentional intent in mind can help build trust and increase visibility.
Commercial Intent
Commercial intent means the user is researching something before moving toward making a purchase. They’re not quite ready to buy, but they want to know their options. Let’s say you’re looking for a new phone. You’re probably going to take a look at the phones you have in mind, do some comparisons, take a look at memory capabilities, check out pricing, etc. You’ll also likely check out reviews.
Why Writing for Commercial Intent is Important
This one can be tricky because many users searching with commercial intent are looking at third-party sites (websites that aren’t at all related to yours). However, there are a lot of ways to write content with these users in mind. Think keywords like “affordable,” “review,” “top,” and “effective,” can be nifty here.
Transactional Intent
Transactional intent means the user is ready to make a purchase. They’re looking for something specific and the good news is, that could be making a purchase from your business. Of course, transactional intent isn’t only related to buying things—it could also mean the user is ready to download something, visit your location, partner with you, etc.
Why Writing for Transactional Intent is Important
When a user searches with transactional intent, they’re ready to do business. Local SEO is super-necessary here because if you only do business within a certain geographical area, you want to make sure your website’s content helps bring those folks to your site. Once they’re there, they want to see clear, obvious calls-to-action to help them complete their transaction. Keyword examples when talking transactional intent may include “buy,” “contact,” “book an appointment,” and “download.”
Connect with Your Customer
Anticipating the needs of your customer is nothing new. By breaking down user or search intent into four areas, we can better anticipate those needs by providing some organization. Also, if you’re a business owner who is not interested in figuring all of this out for yourself, that makes the most sense. That’s why we’re here. We can help you identify your real customers and put together a strategy that makes sense. Contact us to get that ball rolling.