Search Intent Explained: What It Is, 4 Types, & Why It Matters

What Is Search Intent?

Search intent, or user intent, is the underlying reason behind a user’s online search. It represents their goal or purpose for performing the search.

Search intent goes beyond the literal interpretation of keywords and focuses on the why behind a query.

For example, if a user searches “best hiking boots” in Google, they’re likely wanting to purchase a pair of high-quality hiking boots.

If they search for “how to win at chess,” their intent is to improve a skill.

Understanding search intent allows you to create content that truly resonates with your audience. It provides insights into what the user is actually searching for, allowing you to tailor your content to their needs and expectations.

4 Types of Search Intent

There are 4 types of search intent.

We’ll explain each type, provide example queries, and share which type of content performs well for each.

1. Informational Intent

Keywords with informational intent represent users who are seeking knowledge or answers. They’re looking to learn something new, understand a concept, or solve a problem.

Some examples of informational queries include:

• “how to change a tire”
• “what is climate change?”
• “best restaurants in new york city”

Informational keywords tend to perform well in Google featured snippets, which appear at the top of search results.

That’s because they can often be addressed with quick, straightforward answers.

For example, in the screenshot below, a series of steps teaches the user how to change the language in Netflix.

Search engines are also sophisticated enough to recognize when a query is better served by a different type of content, such as videos.

In the example below, mounting a horse is easier to learn by watching someone do it rather than reading the steps. Because of this, Google shows a YouTube video of the mounting process.

Content Types for Commercial Keywords

• Blog posts: Provide in-depth explanations, tips, and advice.
• How-to guides: Offer step-by-step instructions for completing tasks.
• FAQs: Address common questions and concerns.
• Infographics: Use visuals to summarize key points.
• Videos: Create tutorials or explainer videos to visually demonstrate concepts.

2. Navigational Intent

Keywords with navigational intent represent users who have a specific destination in mind. They’re looking for a particular website, brand, or product.

Some examples of navigational queries include:

• “amazon”
• “nike website”
• “twitter login”

Navigational queries are often branded. They help users find your brand or product easily.

In the example below, we see how Instagram users can quickly reach the login page by searching “instagram login” in Google.

Content Types for Navigational Keywords

• Homepage: Clearly state your website’s purpose and what users can expect to find.
• Landing pages: Create dedicated landing pages for specific campaigns or promotions to capture leads and drive conversions.
• Product listing pages (PLPs): Display a list of products, including relevant information such as images, prices, and descriptions.
• Product detail pages (PDPs): Provide detailed information about individual products, including features, benefits, customer reviews, and specifications.

3. Commercial Intent

Keywords with commercial intent represent users who are exploring products or services but may not be ready to buy immediately. They’re gathering information and comparing options.

Some examples of commercial queries include:

• “best laptops for students”
• “compare car insurance rates”
• “find a local gym”

Commercial keywords often contain modifiers like “best,” “versus,” or “compare.” Users are looking to learn more about their options before making a purchase, so comparisons lend themselves well to this type of user intent.

For example, in the query below, a user is trying to decide between a Samsung Galaxy and Apple iPhone 15. Google serves a comparison guide and features relevant results in the People Also Ask (PAA) section.

And in this example, users can compare multiple rank trackers to find the best fit for their needs.

Content Types for Commercial Keywords

• Comparison guides: Help users compare different options side-by-side.
• Reviews and testimonials: Showcase positive feedback from satisfied customers.
• Free trials or demos: Allow users to experience your product or service before making a purchase.
• Targeted ads: Reach potential customers who are actively searching for your products or services.
• Limited-time offers or discounts: Create a sense of urgency and encourage purchases.

4. Transactional Intent

Keywords with transactional intent represent users who are ready to make a purchase or take a specific action. They have a clear goal and are looking for the best way to achieve it.

Some examples of transactional queries include:

• “buy iphone 15”
• “book a hotel room”
• “order pizza delivery”

Transactional keywords often perform well in local search results, especially when users include the phrase “near me” or specify a location.

That’s because they represent users who are looking for businesses or services near their location.

For example, the user behind the search below is searching for a coffee shop in San Diego. Google presents Map Pack results, listing local coffee shops in their specified area.

Transactional keywords are also prime opportunities for maximizing online conversions. They’re considered buyer intent keywords, which means users are ready to purchase.

In the example below, Google presents a mix of sponsored ads and organic results for “chai powder” products. Users can convert on the landing pages for any of these results.

Content Types for Transactional Keywords

• Product detail pages (PDPs): Provide detailed information about individual products, including features, benefits, customer reviews, and specifications.
• Product listing pages (PLPs): Display a list of products, including relevant information such as images, prices, and descriptions.

Now that you know the ins and outs of search intent, let’s see why it matters.

Why Is Search Intent Important for SEO?

Understanding search intent is crucial for SEO because it helps you:

1. Create relevant content. By aligning your content with user intent, you can tailor your content according to the needs of the user. This strategy helps you create better content that can rank higher in search results.
2. Improve the user experience. When your content meets the user’s needs, they are more likely to stay on your website longer and return for more. This can lead to higher engagement metrics and send positive signals to search engines about the quality of your content.
3. Boost keyword rankings. Search engines prioritize websites that provide valuable and relevant content. By understanding search intent, you can optimize your content to meet the needs of your target audience and improve your search engine rankings.
4. Drive conversions. If your content aligns with the user’s intent, they are more likely to take the desired action, such as making a purchase or signing up for a newsletter. This can lead to increased conversions and revenue.
5. Reduce bounce rate. When users find what they’re looking for, they are less likely to bounce back to the search results page. A lower bounce rate can signal to search engines that your content is relevant and valuable.

How to Determine Search Intent for Free (No Tools)

Search intent is hidden in plain sight. You just need to know where to look.

The answer lies in search engine results pages (SERPs).

1. Perform a Google Keyword Search

Enter the keyword you’d like to investigate in Google Search.

2. Analyze the SERP

Now, you’re going to do a SERP analysis.

A SERP analysis is a study of the search engine results pages for a specific keyword or keyphrase. It involves examining the ranking content to understand what makes them successful.

These insights inform your own content strategy, allowing you to compete and potentially outrank other search results.

It also gives you clues about the search intent.

When analyzing the SERP, look out for the following indications of search intent:

• Keyword modifiers: Certain words can indicate specific user intent. For example, “best,” “vs,” and “review” signal commercial intent. Words like “buy,” “discount,” and “order” show transactional intent. For navigational queries, remember to look for branded keywords. Informational intent will have words like “how to,” “tutorial,” and “guide.”
• Headlines and meta descriptions: What information is highlighted in these elements? SEO titles can provide several clues about search intent and the type of content Google serves for your keyword.
• Content format: What type of content is currently ranking? Are the results primarily blog posts, product pages, or videos? Investigate these pages thoroughly to match them to the different types of content we discussed earlier.
• SERP features: Are there any SERP features for your keyword search? Some examples include featured snippets, videos, and product reviews. The type of SERP feature shown can tell you more about the user intent behind a keyword.

3. Assess Competitor Content

At this stage, you should analyze your competitors’ content more extensively. Visit the ranking pages and see how they’re addressing search intent.

Some questions to ask yourself include:

• What type of content are they creating? Are they producing blog posts, videos, infographics, or other formats?
• How in-depth is their content? Do they provide comprehensive information or just a brief overview?
• How is their content structured? Is it well-organized and easy to navigate?
• What keywords are they targeting? Are they using similar or different keywords than you?
• How are they using images and other visuals? Are they using high-quality images and graphics to enhance their content?
• What is their call to action? Are they encouraging users to take a specific action, such as making a purchase or signing up for a newsletter?

By analyzing your competitors’ content, you can identify areas where you can improve your own content and gain a competitive edge.

How to Find Search Intent With LowFruits

If you want to find search intent using a tool, LowFruits makes it easy to perform the above steps.

LowFruits is a keyword research and SERP analysis tool that helps small business owners find low-competition keywords.

To get started, enter your keyword in the KWFinder tool.

For our example, I searched “best surfboard for *.” (The asterisk acts like a wildcard, meaning LowFruits will generate results that fill in the blank after “for.”)

You’ll reach a screen that looks like this:

The first option doesn’t perform the SERP analysis we’re interested in, so we’ll select the second option (Access all keyword ideas + analyze all high-intent keywords.)

Click Analyze.

(If you’re low on credits, you can select the first option and then choose keywords to analyze manually.)

LowFruits will generate a report that looks like the example below.

Now, to perform our SERP analysis, we’ll click View the SERP.

This action opens a pop-out window of the top 10 organic results for that keyword.

At this stage, you can apply the earlier steps for analyzing the SEO titles and visiting the competitor’s content. (To open a web page, just click the blue hyperlink.)

LowFruits also gives additional clues regarding the ranking domain under the Info column. The shop tag tells us the website is an eCommerce while the forum tag designates user-generated content (UGC.)

These results suggest that the keyword “best surfboard for kids to learn on” has commercial intent.

We also know this keyword would be easy to rank for because it has 4 weak domains ranking for it.

LowFruits uses green icons to represent ranking domains with an authority score (AS) below 20. These low-authority domains are easy to outrank — even for new websites.

This means that we not only know the search intent of our keyword (commercial), but we also know it would be very easy to rank for it.

If I were interested in creating content for surfing, this is a keyword I would pursue.

Search Intent FAQs: Your Questions Answered

Final Thoughts

Understanding search intent is essential for creating content that performs well with users and search engines. By aligning your content with the user’s intent, you can:

• Improve search engine rankings.
• Drive more traffic to your site.
• Increase conversions for your business.
• Enhance the user experience.

Plus, it’s not hard to decipher once you understand the different types of search intent.

We hope this article equipped you with the knowledge to determine search intent and leverage it for better SEO.