Ranking high in search results can seem difficult – especially with Google’s complex algorithm and the hundreds of potential factors it looks at to rank content.
At its core, however, Google aims to deliver the most relevant and useful results to a user based on their queries. This means that understanding what users are truly looking for (i.e. search intent), is one of the most effective ways to optimise your content and improve your rankings.
This guide will explore the different types of search intent, why they matter, and actionable strategies to help you optimise for search intent and maximise your performance.
Search Intent
Search intent, also known as user intent or keyword intent, is the purpose behind a search query.
It’s the “why” that drives a user to type something into a search engine. Are they looking for information? Do they want to make a purchase? Or are they comparing options before making a decision?
Understanding these motivations is essential to creating content that meets the needs of searchers, and improves your chances of ranking higher for the search query.
4 Types of Search Intent
There are 4 different types of search intent.
1. Informational: The user wants to find out more about something.
2. Navigational: The user is looking for a specific website or page.
3. Commercial: The user is comparing options before deciding what to buy.
4. Transactional: The user is ready to take action, like make a purchase or sign up.
How To Analyse Search Intent
Now that we’ve uncovered the different intents, how do we actually determine which one a search query has?
The answer is simple – Google tells you!
By looking at the search engine results page (SERP) after you’ve searched any query, you’d be able to tell the search intent behind it.
For example, the first page of results for the query “iphone 16” shows only product category or product pages.
As such, the search intent is transactional – users searching for this likely want to buy an iphone 16, so Google serves pages where users can do exactly that.
What If A Query Has Multiple Types of Search Intent?
Some queries can serve more than one type of search intent, especially one-word or shorter-tail keywords, as they tend to be more generic.
For example, the first page of results for the query “windows” shows:
- Windows 11 product pages where users can install Windows 11 (Transactional)
- A Wikipedia page on Microsoft Windows where users can learn more about Microsoft Windows (Informational)
- A Google Places snippet showing 3 local window suppliers/installers (Transactional)
When there are multiple intents for a query, Google tailors search results to cover the most likely one, offering a mix of content types to satisfy diverse user needs.
Also, while the Windows 11 product pages and local window suppliers listings are both transactional, they still have very different search intents which should be considered.
How To Optimise For Search Intent
1. Understand the Dominant Intent
Analyse the SERPs to identify the most common type of content for the query. Think about what a user is trying to achieve when searching for this. If the intent is transactional, focus on optimising product or service pages. For informational queries, create high-quality blog content or guides.
2. Match Content Type to Intent
Ensure your content aligns with the intent. A blog post may be ideal for informational queries, while a product page would suit commercial/transactional intent. If your current content type doesn’t align with the SERP for a query, consider whether there are other keywords you should be targeting instead.
For example, an electrical cable supplier targeting the keyword “electrical cables” might find it more relevant than “power cables,” as the latter is often searched by regular consumers looking for PC or appliance cables instead.
3. Cover Multiple Intents When Needed
For queries with layered intents, create content for each type of intent where it makes sense.
4. Leverage SERP Features
Target featured snippets, local packs, and other SERP elements to improve visibility for different types of intent.
Conclusion
Optimising for search intent is a fundamental step for improving your rankings and driving relevant traffic to your site. By understanding the “why” behind a user’s query and aligning your content to meet their expectations, you create a user-focused strategy that resonates with both searchers and search engines.
While there are other factors involved when it comes to SEO, optimising for search intent is the cornerstone for SEO success. At Arcadian Digital, we specialise in crafting tailored SEO strategies that deliver measurable results. Whether you need an in-depth SEO audit or expert guidance to refine your strategy, we’re here to help you achieve your goals. Contact us today.
