What is search intent?
Search intent refers to why someone enters a particular query into a search engine such as Google. It involves understanding exactly what the user is trying to accomplish with their search. For example, someone searching for "best smartphone 2024" may be looking for advice to make a purchase, while someone typing in "iPhone battery replacement" is likely looking for a practical solution to a specific problem. Understanding search intent helps search engines offer the most relevant results.
There are several types of search intent that can be distinguished. The first is informational search intent, where the user is looking for information, such as "how to make an apple pie." Second is navigational search intent, where someone wants to go directly to a specific Web site, such as "Facebook login." The third type is transactional search intent, where the user is ready to take an action, such as making a purchase or signing up for something, for example, "buy Nike shoes." Finally, there is commercial search intent, which is similar to transactional, but where the user first compares options or reads reviews, such as "best laptop for students."
Understanding and applying search intent is crucial to improving your website's performance. When your content matches users' search intent, you increase the likelihood that people will click on your link (higher CTR) and stay on your website (low bounce rate). When a user finds a page that matches exactly what they are looking for, they are more likely to read on, buy or take another desired action. Conversely, if the content does not match what the user expected, he is likely to leave quickly, leading to a higher bounce rate. By taking into account the different types of search intentions when creating content, you can ensure that your website better meets the needs of your target audience, ultimately leading to more satisfied visitors and better search engine performance.
