Search intent in SEO: what is it and how can it be exploited?

Google needs to provide the best possible answers to the queries that people type into its search bar, with nearly 80,000 searches every second and 6.9 billion searches per day. To ensure that you are responding to your target audience’s queries correctly, you must understand their needs in the content you provide. Learn about “search intent” and its significance in SEO.


Search intent : what is it?

The search intent corresponds to the goal of the internet user when he enters a search query into a search engine. They are critical because it is what drives an internaute to use a search engine to find information. The intention to search satisfies a desire or a need.

When an internaute types a query (composed of one or more keywords), he expects to find search results that are related to that query. As a result, search engines are constantly evolving in order to better understand these search intentions and, as a result, to provide content that best responds to a user’s query.

It is therefore necessary to stay informed about the various trends and changes in research intentions, as well as to identify them.

But what is the distinction between a request and a search intention? The query corresponds to the key words typed into the search engine, whereas the intention of search corresponds to the motivation of the user: why are they typing these words and what do they want to find?

Search intent : what are the different types?

There are several types of search intentions that meet Internet users’ needs. These intentions can include searching for information, comparing products, or a desire to purchase, among other things.

Informational request

This query is used when an Internet user needs to find information: they are looking for a solution to a problem.

The majority of informational queries begin with the words “why” or “how.” The user is hoping for a clear and precise answer, but additional information may be useful as well.

The navigational query

In Google Analytics, the surfing query accounts for half of all web user queries and is the “Direct” acquisition channel.

In this case, the Internet user directly enters the name of a company or brand because he or she wants to go to a specific website but does not know the URL.

Because it answers “I want to go to such and such a site,” this search intention is clear and precise.

Decisional query

When an Internet user enters this type of query, he or she is looking for information on a specific service or product to find out more or compare offers on that service or product, before making a purchasing decision.

The Internet user is in an advanced stage of the purchasing process since he already has a more or less precise idea of what he wants to buy. This comparison and information phase will enable them to move on to the transactional phase.

By typing a decisional query, the Internet user is therefore looking for opinions and comparisons to make his decision.

Transactional request

The Internet user clearly intends to purchase a product or service with this request. The transactional request, also known as commercial intent, corresponds to the following conversion actions:

Making an appointment; downloading a file; generating leads…
The Internet user enters a precise request containing several keywords indicating his level of knowledge about the product he wishes to purchase: the Internet user has already obtained information about the product at this stage of the purchasing process.

Search intent importance for SEO

The relevance of a query to the result page is a critical ranking criterion. Understanding search intent will enable you to create relevant content and, as a result, aim to rank in Google’s top results.

As a result, when creating content, it is critical to consider this intent analysis. In addition to focusing on a specific keyword, the article should also address the search intent associated with that keyword.

You can improve your ranking and click-through rates by optimising your content for search intent.

The relevance between the query and the proposed result is the key to SEO; understanding and proposing content based on these will provide you with the following benefits:

Improving your brand’s visibility; Precise targeting; Lowering your site’s bounce rate; Identifying new opportunities

To understand and analyse the needs of Internet users behind their search intentions and therefore discover the questions they ask, there are various keyword or query research tools such as the Answer the Public website , but also the “Google People Also Ask” or the “Associated Searches” in Google.

You can also identify the different keywords most used in your sector to determine content ideas.

Which search intent for which type of content?

The content proposed may differ depending on the search intentions in order to be as relevant as possible. There are numerous content formats that can be customised. Digitrone Group can advise you on the content to be created for the aforementioned search intentions:

  • Explanatory blog articles with advice, guides, and tutorials are examples of informational research. Nota bene: visuals are appealing content, but they must be clear and provide accurate answers.
  • Create presentation pages, downloadable case studies, product and service lists, product demonstration videos, and so on.
  • Product sheets, live demos, appointment pages, free consultations, and registration pages can all be created using transactional search.
  • Commercial search: compare products and services, create detailed pricing and description pages, and don’t forget to display customer reviews.

As Google’s algorithms improve, search intent is becoming increasingly important and must be considered.

The more you understand and analyse these intents in order to create appropriate content, the more Google will favour your content and place it at the top of its SERP.

Including these search intents in your digital strategy ensures that your SEO will improve!

Do you need assistance with improving your natural referencing or creating SEO-friendly content? Digitrone Group is here to assist and support you, so do not hesitate to contact our SEO team !