Understanding Search Intent

Search intent refers to the "why" behind a user's search—what they hope to achieve by typing a query into a search engine. Aligning your content with search intent improves rankings, builds trust, and increases engagement.

There are four main types of search intent:

1. Navigational intent: users know where they want to go but need a direct route. Examples include "YouTube homepage" or "Nike website." For businesses, ranking high for these searches ensures accessibility for returning users.

2. Informational intent: users seek answers, explanations, or guidance, often with "how-to" or "what is" queries like "how to start a vegetable garden." High-quality, educational content such as blog posts, tutorials, or FAQs is essential to meet this need.

3. Transactional intent: users are ready to act, such as making a purchase or subscribing. Examples include "buy electric scooters" or "subscribe to Netflix." Effective content includes compelling product pages, clear calls to action, and trust signals like secure payment badges.

4. Commercial intent: users compare options before deciding, such as "best smartphones under $500." Content like product comparisons, reviews, and buyer's guides helps guide users toward a decision.

By understanding and addressing each type of search intent, you can create more effective and user-focused content strategies.