In the previous lesson, we touched on how search engines use algorithms to attempt to display the most relevant results of what people are searching for. Search engines don’t just match keywords – they try to understand why people are searching in the first place. This is called searcher intent. Understanding different types of intent helps you create content that meets your visitors’ needs.
Search engines generally recognize several distinct categories of intent behind searches, helping them deliver results that best match what users are looking for. Understanding these common intent patterns can help you create content that better serves your audience’s needs.
These searches happen when people want to learn something. They typically:
- Look for answers to specific questions.
- Use words like “how to,” “what is,” or “guide.”
- Seek explanations, tutorials, or general knowledge.
Example: A search for “best vegan tacos” likely indicates someone wants information about highly rated vegan taco options, possibly restaurants nearby.
These searches occur when people want to visit a specific website or page. They often:
- Include brand or website names.
- Look for a direct path to a particular destination.
- Use terms like “login,” “sign in,” or a company name.
Example: When someone searches “Facebook,” they probably want to go directly to the Facebook website rather than find information about the company.
These searches happen when people are ready to make a purchase or complete an action. Searches typically:
- Include words like “buy,” “order,” “purchase,” or “discount.”
- Focus on specific products or services.
- Show readiness to complete a transaction.
Example: A search for “pest control” likely shows someone looking for local pest control services to hire.
These searches occur during the research phase before making a purchase. People:
- Compare options before deciding.
- Use terms like “best,” “review,” “comparison,” or “top-rated.”
- Need additional information before committing to buy.
Example: Someone searching for “best air fryer” is probably researching options before making a purchase decision.
Search engines look for key words that signal intent:
- Question words (who, what, where, when, why, how) suggest informational intent.
- Words like “buy” or “on sale” signal transactional intent.
- Terms like “best” or “review” indicate commercial investigation.
- Brand names often suggest navigational intent.
Consider the purpose of your chosen page or post and follow these steps:
- Identify which type of intent your content serves (informational, navigational, transactional, or commercial investigation).
- Include language that aligns with that intent.
- Add phrases that echo what people might be searching for.
Example: If your blog post describes a whale watching trip, include a sentence like: “Like many travelers, we wanted to know where to find the best whale watching experience in Norway.”
Tip: This alignment helps search engines match your content with people who have the same intent, increasing the relevance of your page in search results.
