Also called as user intent, search intent is the main goal of a user while looking for a search query. Users are always looking for a specific type of resource or answer while searching. For example, looking for a pizza recipe has different intent as compared to pizza delivery or takeaway and also from looking for the history and evolution of pizza.

Importance of Search Intent for SEO

Important for Google

Search intent is very vital for Google and it is the main goal for SEOs. When a user looks for specific terms and irrelevant information, it signals back to the search engine about the mismatch of search intent. For example, when a user enters “how to create a website” and he finds hosting sites and CMS platforms, they will enter any other search query without checking out anything at all. It signals Google that search intent doesn’t reflect the searcher’s intent.

Increase your reach through funnel stages

In order to build a proven content marketing strategy and run a business successfully, it can be great behind the content pieces you create and the way you create them.  Your content should be more specific to several search intents so you can reach more users.

Improve rankings

Authority, relevance, and user experience are the main ranking factors for Google. You can easily connect the dots and figure out how you can improve the rankings by improving keyword targeting to copy search intent.

Search Intent Types

There are plenty of search terms and there are only four main search intents –

  • Preferential/Commercial Investigation
  • Informational
  • Navigational
  • Transactional

Preferential/Commercial Investigation

Users do commercial investigation before making any decision to buy anything. They investigate brands, services, and products using search engines. This way, they narrow their choices down to a few options. Users often compare brands and products to look for the best solution. Some of the common examples are –

  • Best web host in 2020
  • WordPress vs. PHP
  • SEMRush vs. Ubersuggest
  • SEMRush Review


As the name suggests, searchers look for information. It could be a recipe, how-to-guide, or a definition. It is one of the most popular search intents as users can find answers to a lot of questions. It doesn’t mean a user has to search in questions to get information. Sometimes, they simply search for a word or name like “Mark Zuckerberg”. It means they want to know about Mark Zuckerberg. Some of the common examples are –

  • What is SEO?
  • How to cook pasta?
  • Directions to ISBT, New Delhi
  • Tom Cruise


These types of searches are mostly related to purchase. It could be a subscription, service, or product. They can either find out what they want. Usually, these terms have a brand name as the user is already looking to buy something. Some of the common examples are –

  • Flipkart coupon
  • Louis Vuitton handbags
  • Buy computer table OLX


These types of search intents are mostly related to navigating to a particular website and are usually easier to run instant search than typing a URL. Users may not know the exact URL or search for a particular login page. These searches usually have a website or brand names and can have other specifications to go to the right page.

Some of the common examples are –

  • Yelp
  • Spotify login
  • Justdial

The takeaway

When curating SEO content as per the search intent, be sure to know the search intent before you try and optimize it. Use specific modifiers to discover new terms for keyword research. It is very important to create SEO-friendly content for particular search intents.