What is Search Intent?

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In this blog, we will talk about search intent. This is a very important topic from a keyword research point of view and from the search engine optimization point of view. So it is critical that when we are looking to map our selected keywords or map the keywords with respect to our content. When we try to make a balance or when we try to establish a relationship between keywords and content, like for example what kind of content should we produce for a specific keyword, or if we want to rank on this specific keyword then what kind of content should we create. When we try to map these things. When we try to map keywords and content together then searcher's intent comes into play. 

What is searcher’s intent?

Search intent is the why behind any search query. For example if someone is searching for digital marketing, we need to understand and identify and answer, why they are searching for digital marketing, what is their intent, what are they actually looking for, and why are they on Google.

So the answer to all these questions is search intent. If you can identify the search intent of any query then you will be able to create content related to that query. For example, if the user is  looking for digital marketing, it is very difficult to identify the intent because when the user searches for

digital marketing, it is difficult to understand whether the user is looking for the definition of digital marketing, jobs related to digital marketing, courses related to digital marketing, or research work on digital marketing. 

Yet it is very important that as a marketer you should be able to identify what kind of search intent is there behind any query. Because if you cannot identify the search intent behind any query you cannot create the content accordingly. To understand this it is important to understand the different types of searches. This will help us identify search intent.

Types of searches


For example if the searches are of informational nature so informational, queries you can expect are “what is digital marketing,” or “what is seo”. All these queries show that the person is looking for information around digital marketing or search engine optimization. 


The navigational intent is for example, when someone is searching “facebook login,” so they know about facebook they know that there is a login feature in facebook and they want to go there, so they are searching for the actual path they want. That is basically navigational search intent. 


Transactional is if someone is using a search query like “buy iphone 10,” this is transactional. They are close to making a purchase, these kinds of queries indicate that the intent of the user or the search is that they want to purchase. So they are transactional in nature.


Commercial queries are for example, if someone is searching “iphone versus mi phone” the intent of these kinds of queries or the keywords is around commercial intent.


Local searches like “pizza near me,” “gas station near me,” etc all these keywords are local searches. So if you want to optimize your business for the local, create a Google My Business Listing. 

You must have noticed that in all the different types of search intents we discussed, the keywords are not single words. They are phrases of 2 or more words. So when you decide on the keywords you want to create content around, it becomes easier to understand and target more specific search intents, when you use long tail keywords. The key to understanding search intent and creating content to answer that search intent is creating content targeting long tail keywords.

So you have to identify what kind of intent is there behind each and every query. If you can understand what kind of intent comes with what kind of keywords, it will become easy for you to prepare content accordingly.