Search Intent: How to Use It For Your Business

We’ve been keeping an eye on the changes in search since Google released its SERP preview back in September. In fact, we’re tracking changes from the top US SERPs (Search Engine Results Pages) to give you a fresh perspective on the market.

The search terms you enter into Google or Bing are an integral part of a growing business. So is the money you make from it. When you sit down at your computer to do some research, whether it’s planning your next trip or analyzing your competitors, you’re going to put your thoughts into words. You’ll type out the words you want to find in your results, and you’ll click on them once they’ve popped up on the page.

Search intent is a term coined by Google to describe the actions people take before they start typing a search query. This process helps Google understand your search intent and can help you target your next marketing campaign.

Satisfying search intent is Google’s primary goal. But the search engine is becoming more sophisticated. Algorithms are adjusted to more accurately measure the match between websites and user intent. That’s why it’s important to understand the impact of search intent in order to create content that your audience is completely satisfied with. By discovering the user intent behind your targeted keywords, you can improve your rankings and increase traffic. So let’s understand what search intent is, how it works, and how you can make the most of it.

Research intent: Types and operation.

Search intent (also known as user intent) is the primary goal a user sets when entering a search query. For example, when a user types in a search engine SEO agency London, they may have different end goals:

  • User wants to compare agencies in London
  • He wants to find an agency that will hire him.
  • Or maybe he wants to apply for a job.

These are just my suggestions, as there are many possibilities. Some requests can be very ambiguous. The classical classification of user intent distinguishes 4 variants of search:

  • Informative
  • Navigation
  • Transaction
  • Commercial

Let’s take a closer look at these guys.

Types of search intentions that affect results

Information intent corresponds to the case where a user wishes to find more information about a particular topic. These searches are the most frequent and have the highest search volume. Studies have shown that almost 80% of all searches have an informational purpose. Examples of intentions when gathering information:

  • How to become an SEO pro in 3 months
  • Why are cats selfish?
  • What is RankBrain?

Bill Slawski has identified the common characteristics of information retrieval: Question words (e.g. how, why, what is it, etc.) Use of informative terms (e.g. list, playlist) For example, here are the results Google gives when I type in what Rankbrain is. word-image-2161 So you can see that Google identifies my question as informative and provides the answers to my question. Browsing search intent is to search for a specific web page or site. Researchers who plan to do this usually already know the company or brand they are looking for. So they just need help navigating to the desired page. Queries with a user’s browsing intent often include a specific product, company or brand name. Examples:

  • Nike
  • Tracking down Wincher’s rank
  • Brian Dean Backlinko.

Requests with the intent transaction search usually come from users who want to perform an action – for example, make a purchase. Common search terms used by researchers with transactional intent: how much, discount, purchase, subscription, price, etc. Examples:

  • Subscribe to Rank Tracker
  • How much does youtube premium cost?

These requests are very popular with business owners because users want to buy or order something. Therefore, there is a lot of advertising and super competition for such requests. Everyone wants to be on the first page, and if your site is poorly optimized and has a low DA, it will unfortunately be very difficult to reach the top. Also, here is the SERP subscribed to the query rank tracker. word-image-2162 Commercial intentions often look like transactional intentions, but there is an important difference. This intent describes users who are interested in a particular product or service, but are not yet ready to make a purchase. Before buying, buyers usually do research and look for reviews and additional information about the product. Commercial intentions are thus a kind of mixture of informational and transactional intentions of the user. For example, you are looking for a powerful SEO tool that can help you develop your website. You were a SEMrush customer but are now considering switching to Ahrefs. Enter semrush vs ahrefs and find many detailed comparisons that will help you choose the best product. As you can see, people have different goals when they do a search. Some are pretty easy to understand. Others, however, seem ambiguous. Google needs to interpret the search query, understand its intent, and then provide the most relevant search results. It should be noted that Google processes more than 4 billion searches per day. It seems impossible to determine the purpose of each user’s request? Satisfying user intent is a constant primary objective of Google. That’s why he gets help from RankBrain.

Google RankBrain

Google RankBrain is a machine learning system that was launched in October 2015. Its main purpose is to refine the searches that Google processes to produce the most relevant search results. Previously, the search engine produced search results based primarily on examining web pages and finding matching keywords. However, it does not provide the most accurate results, especially with regard to the user’s intentions. Google has introduced many complex algorithms over time with one goal in mind: to provide as many relevant search results as possible, says London-based speaker, SEO consultant and author Lukasz Iron. RankBrain is an excellent assistant for determining search intent. It examines searches based on context. For example, location, word combination, previous search terms. So there are many factors at play. So how do you get the most out of identifying user intent? Optimizing your website will allow you to get a better ranking and increase traffic.

How to optimize your website for search

We now know why search intent is so important to ranking and how it works. Check out this list of tips on how to leverage personalized intent.

Rating pages with the highest rating

Just look at Google’s search results to see the search intent behind a particular query. If you z. For example, if you want to be ranked for travel to Istanbul, you will see the search results below when you type that term into Google. word-image-2163 As you can see, most of the results are of a commercial nature, and some also have informational purposes. This indicates that people who type these keywords into a search engine are looking for information to choose the best Istanbul tour operator, and also to compare different options. So they prepare content that highlights all the benefits of traveling to Istanbul and share information about tours, such as. B. why people go to Istanbul, how affordable it is, etc.

Pay attention to content types

Let’s take a look at the wix search tutorial. word-image-2164 This example is interesting because, as you can see, there are a lot of videos at the top of the search results page. This means that: People who search for Wix tutorials are mainly looking for video tutorials – beginner tutorials are the most popular. So it’s not a bad idea to make a video tutorial for beginners.

Reference to questions

The Questions section is also known as People Also Ask. I’m sure you’ve noticed this more than once. This is very useful if you are looking for a quick answer. This section can also help you better understand users’ search intentions. Let’s take the example of Wix. word-image-2165 This is a great source of content ideas! So, if you want to create content that will appeal to your audience, you can answer AAP questions in your blog posts, web texts, etc.

Keyword extraction and sorting by search intent

When creating text for your website and blog posts, it’s important to remember that it needs to respond to different types of user intent. This will increase conversions as you meet the needs of your target audience at different stages of the buyer’s journey. First, identify your target keywords. For example, if you own a furniture store, it might be :

  • Cheap furniture near me
  • Online furniture store
  • Buy cheap furniture
  • How to repair wooden furniture
  • Affordable furniture
  • Magnificent examples of furniture
  • Wooden furniture
  • Cleaning wooden furniture
  • Ikea Furniture
  • Ordering furniture online

Now it’s time to sort the items by user intent. Information

  • How to repair wooden furniture
  • Magnificent examples of furniture


  • Cheap furniture near me
  • Online furniture store
  • Affordable furniture


  • Ordering furniture online
  • Buy cheap furniture


Use keywords in the right places

Once you have this list, it’s time to create content or update your existing website text. It is important to use keywords in places that match your search intent. Here’s the best way to do it: Informative – use these types of keywords in your blog, ebooks, guides and other informative content. Commercial – You can use keywords with a commercial search intent on product/service pages. Transaction – Create or update landing pages and sales pages with these keywords. If you want to know exactly where to place your keywords, check out this page-by-page guide to SEO.


When creating new content for your audience, pay attention to what they want and try to meet their search intent. This will help improve your ranking and attract more visitors and potential customers. In addition to SEO, keyword research and proper optimization, matching user intent can dramatically increase your traffic. This content was created in collaboration with Julia Burova of Wincher. Read more:


Google (676) Research intent (3) SEO (450)Search intent is very important for your business. What is search intent? It is a combination of several factors, like what you’re trying to accomplish, how users will search, and what they are searching for. This is a guest post by Manish Semwal. Semwal is the founder of Yhat.com, a tech blog network. He is a regular contributor to TechCrunch, BGR, Huffington Post and all other tech blogs. Contact him at: manish.semal@yhat.com. Read more about how to determine search intent and let us know what you think.

Frequently Asked Questions

What are the 3 common types of search intent?

Search intent is an important concept in SEO and SEM. You see, search intent is a way to say what your users are searching for, and it can be an important way to improve your search traffic. To help you understand how it works, let’s take a look at some common searches and see how the various search intent types can help make sense of your search traffic. Search intent is something that you may have heard mentioned in passing, but have you ever taken the time to think about it? SEOs and content marketers spend a lot of time thinking about the keywords people type into search engines like Google, but what about the intent of those searches?

How do you optimize search intent?

Search intent is a fancy term for the different ways that people use search engines. In this article, we’ll cover the three primary ways that people search for products or information, and how to optimize your business to use them to your advantage. Search intent is all about what you are searching for, when you are searching for it, and what you are searching for that you also found. What is your business? What is your product offering? What are your keywords? And what is your business goal?

What is the search intent?

Search intent is the notion that Google’s search engine is capable of understanding more than its users are consciously aware of. Search intent is an element of search that measures how users of a website use that website. Search intent is used to help search engine ranking algorithms work out how users are using a website. Search intent is based on the style of the query, the words used in the query and the position of the query in the web page. The search intent analysis, which is often based on the following formula, takes into consideration the following:  The type of query: whether it is a simple search or one that has a specific intent.

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