Estimated reading time: 11 minutes

What is Search Intent? A Definitive Guide

In this article, we explain the overall thought process behind search intent (also known as user intent), then go into detail about the specifics of each, providing use case examples, benefits, and ways you can target search intent on your website.

Keep reading or click one of the links below to jump to the section you need.

What exactly is Search Intent?

Think of search intent as the “why” behind a person’s search query. If someone’s searching “best brunch spots in Edinburgh”, what are they trying to do? They want to find a great place to eat brunch this weekend! But what if someone types “Thai restaurants near me”? This implies they need something close and convenient, maybe even open right now!

Why is Search Intent Important?

Understanding search intent is super important if you want people to find your website or content, and want those people to have a satisfying experience.
Here’s why:

Search Engines Prominence

Google and other search engines want to serve people the most relevant, helpful content possible. Your site’s way more likely to show up if you create pages perfectly aligned with what people are searching for.

Better User Experience

People get frustrated if they click on a link expecting one thing and get something irrelevant. Tailoring your content to what people want is key to happy visitors. You can learn more about improving User Experience here.

Types of Search Intent

Search intent typically falls into one of or a combination of these categories:

Informational

Someone wants to learn something (“What is the capital of France?”)

Someone wants to find a specific website (“YouTube”)

Commercial

Someone is researching a purchase (“Best noise-canceling headphones reviews”)

Transactional

Someone is ready to buy (“Buy dog food online”)

Local

Someone is searching for a business, service, or event in their area (“Indian restaurants near me”, “Edinburgh summer festivals”)

With that in mind, let’s dig deeper and explore each of the user intents.

Informational Intent: The Learner

Someone with informational intent wants to learn something new, find answers to a question, or get a better understanding of a topic.

They might be super specific (“How many calories in a banana”) or exploring broader subjects (“What is artificial intelligence?”)

Examples

  • “How to fix a leaky faucet”
  • “History of Scotland”
  • “Best vegan restaurants Edinburgh”
  • “Types of cloud formations”
  • “What is SEO?”

Structuring Websites for Informational Intent

There are a bunch of ways you can create content catering to informational intent:

In-Depth Guides and Blog Posts

Create comprehensive resources that go deep into a subject, offer step-by-step instructions, explain complex concepts, or give expert insights. HubSpot’s slightly ironic guide on “How to Create a How-To Guide” is a superb starting point.

FAQs

A well-made FAQ page can tackle common questions in your niche. This is a great, scannable way to provide quick answers for users.

Glossaries and Knowledge Bases

If your field uses a lot of jargon, a glossary can be really valuable, especially for new customers or visitors.

Why This Matters

By addressing informational queries, you:

Establish Authority

Demonstrate your expertise and position your website or business as a knowledgeable resource.

Attract Potential Customers

People still early in their research process might discover your brand through your informative content.

Improve SEO

Search engines favour content that answers questions thoroughly, and it contributes to the overall authority of your website.

Extra Tips

Think Like a Beginner

What basic questions might someone have about your product, industry, or niche?

Use Question-Based Keywords

Create content which tailors to phrases like “how to”, “tutorial”, and “what is”.

Now that we’ve covered Informational Intent, let’s move on to Navigational Intent.

Someone with navigational intent knows where they want to go. They just need a little help getting there, like typing “Netflix” into the search bar instead of the full website address.

Examples

  • “Facebook”
  • “brandSalt SEO”
  • “Ahrefs blog”
  • “YouTube login”

What to Do About Navigational Intent

While you don’t always optimise for this directly, it still has some hidden benefits. Here are some things you can do to improve your website on the whole:

Build a Strong Brand

If lots of people search for you by name, it means you’re memorable! Keep that branding consistent and clear.

Great Website Experience

Make sure your website has a logical structure and clear navigation menus. If folks do end up on a random page, they should still easily find their way around.

Keep SEO in Mind

Overall good SEO practices will make sure your site shows up prominently for those branded searches.

Why Navigational Intent Matters

Brand Awareness Boost

The more those searches happen, the stronger your brand recognition becomes.

Spotting Potential Issues

If people have trouble finding you through navigational searches, maybe your website needs some adjusting and improvements.


Note: Navigational searches can sometimes indicate other intents. If someone’s typing “Apple iPhone reviews”, they’re probably not heading straight to Apple, but researching before a purchase (commercial intent!).

Speaking of…

Commercial Intent: Researching with Purpose

Someone with commercial intent is getting closer to buying. They’re comparing options, checking features, and scoping out prices. Think of them as serious window shoppers!

Examples

  • “Best web hosting providers 2024”
  • “Laptop reviews”
  • “iPhone 14 features”
  • “Small business SEO services”

Structuring Websites for Commercial Intent

When creating pages on your website, there are some key things to include which help users at this stage in their journey find what they are looking for:

Specification on Display

List all the exact specification, features, benefits, common FAQs… someone might be looking for one distinct parameter for their purchase. Don’t hide the details!

Comparison is Key

Charts or tables make it easy for people to compare your different offerings… or see how you stack up to competitors.

Don’t Forget Testimonials

A potential customer wants to know they’re not the only ones considering you! Let those positive reviews shine.

Clear Calls to Action:

No time to be shy! “Learn More”, “Get a Quote”, or “Compare Plans” buttons should be easy to find.

Why Commercial Intent is Crucial

Think of these folks as warm leads, ready to be convinced. The right approach can seal the deal:

Capture High-Potential Leads

These people are already interested in what you offer; they’re significantly more likely to convert than someone casually browsing.

Increase Brand Awareness

Even if they don’t buy immediately, by providing helpful comparisons and product info, you’ll stick in their minds for when they are ready.

Competitive Edge

Helpful, digestible, yet detailed content makes you the go-to for info, and therefore, more likely to get the sale!


So, you’ve won them over with your approach, or you want them to find you by searching. Pages catered to transactional intent do just that.

Transactional Intent: Ready to Buy

Someone with transactional intent is done researching. They want to make a purchase, pronto! Their searches are all about finding the place to do that.

Examples

  • “Buy iPhone 14 online”
  • “Plumber near me 24/7”
  • “Yoga retreats Scotland August availability”
  • “Order pizza delivery”

Structuring Websites for Transactional Intent

Here’s where we cut to the chase and make the buying process smooth as silk:

Pricing Front and Center

Don’t make people hunt for prices or to select options. Make that info super easy to find and understand. Don’t get bogged down with too many details up front. Apple do this outstandingly well.

An image showing Apple's transactional intent page to  "Buy iPhone 15 Pro". The process is highly tailored to the user's journey.

“Buy Now” or “Book Now” Buttons

They shouldn’t have to work hard to give you their money! Make those purchase buttons visually stand out.

Streamlined Checkout

Every extra click is a chance they’ll drop off. Include security badges and multiple payment options for peace of mind. Lightspeed has an excellent blog on the importance of a customer-focused return policy.

Mobile-Friendly is a Must

Make sure your checkout works flawlessly on phones and tablets. Unless you don’t want those people to buy from you…?

Got Questions? We’ve Got Answers

A live chat or easily visible helpline reassures people right as they’re ready to buy.

Why Transactional Intent is the Holy Grail

Well, this is where you turn interest into actual revenue! By getting this right, you can:

Boost Conversions

Don’t just attract people, turn them into paying customers!

Get a Competitive Edge

If buying from you is easier, guess who gets the sale?

Extra Tips

Use Transactional Keywords

Phrases like “buy” and “order” signal strong intent.

Address Cart Abandonment

Sometimes people get distracted. Retargeting ads or abandoned cart emails can remind them to come finish their purchase.

Lastly, we have Local Intent, which is more suited to brick and mortar shops or if you service particular areas.

Local Intent: In the Area

Someone with local intent wants to find a business, service, or event in their area. They often need something quickly or want to visit a place in person.

Examples

  • “Indian restaurants near me”
  • “Plumber open now”
  • “Summer festivals Edinburgh”
  • “Marketing Consultant Glasgow”

Structuring Websites for Local Intent

Here’s how to make sure those “near me” searches lead to you:

Google Business Profile

It’s a must! Claim your profile, fill it out completely, and encourage those reviews. This helps you pop up on maps and local search results. Get started with your Google Business Profile here.

Location

Your business address and phone number should be easy to find on your website (think footer or “Contact Us” page). You should also naturally include the general areas you service throughout your site content.

Location Specific Pages

You can create pages which target specific areas in search, for example “SEO Services Edinburgh”.

Local Content is King

Blog posts about neighbourhood events, guides to your area, or partnerships with other local businesses show you’re part of the community.

Why Local Intent is Especially Important

You may be missing out on opportunities for increased foot traffic or providing your services to your local area

Mobile Searches

Lots of “near me” searches happen on phones, meaning people might be on the go and are often about to take action. Make sure your site’s mobile-friendly!

As people ask Siri or Alexa to find things, optimising for the local area becomes even more important.

An image depicting a Siri voice search intent, with an Indian restaurant listed locally

Competition Can be Fierce

If you don’t show up, someone else in your neighbourhood will!

Extra Tips

Schema Markup

Using structured data on your website helps Google understand you’re a local business.

Local Citations

Getting your business listed on relevant directories and review sites (think Yelp) also boosts visibility.

The Power of Search Intent

Remember, each type of search intent – whether it’s looking for info, finding a website, comparing options, or ready to buy – represents a different point on a person’s journey. By creating content and pages that perfectly match what people are searching for, you:

Make Their Life Easier

Users get the information or find the service they need quickly, without frustration. That builds trust and a positive impression of your brand.

Help Google Help You

Search engines love it when your pages match the intent behind a search. This can boost your search engine rankings, bringing in more potential customers.

Turn Interest into Action

Understanding whether someone’s mostly researching or ready to buy lets you tailor your calls to action to guide them to the next step.

Tools You Can Use

Services like Ahrefs, Semrush, or even the free Google Keyword Planner are your best friends here. They help you:

Find the Right Keywords

See what phrases people in your niche actually use, and sometimes even estimate the intent behind those searches.

Spot Gaps

Maybe everyone’s searching for a comparison guide on your products, but you don’t have one! That’s your cue to create it.

Understand Your Competitors

Peek at what keywords your competitors rank well for and figure out how to beat them at their own game.

Let’s Take Action

Understanding search intent is the key to a website that attracts the right people and converts them into happy customers. If you’d like help strategising content around different intent types, analysing your current website, or implementing a long-term SEO strategy, get in touch for a free consultation. We work with businesses of all shapes and sizes, whether you’re a charity, small business or a large ecommerce site.