Search intent can be broken down into four main categories: navigational, informational, transactional, and commercial investigation.
Navigational intent refers to searches where the user is looking for a specific website, such as "Facebook login."
Informational intent refers to searches where the user is looking for information, such as "how to bake a cake."
Transactional intent refers to searches where the user is looking to make a purchase, such as "buy iPhone 12."
Commercial investigation intent refers to searches where the user is researching a product or service before making a purchase, such as "best laptops for students."
When conducting keyword research, it is important to understand the intent behind each search query. This can help businesses and marketers create content that is more targeted and relevant to the user's needs. For example, if a business is selling laptops, it would be more beneficial for them to focus on keywords with transactional intent, such as "buy laptop online," rather than keywords with informational intent, such as "how to choose a laptop."
In addition, understanding search intent can also help businesses and marketers optimize their content for different stages of the customer journey. For example, content that is optimized for commercial investigation intent may be more informative and provide detailed product comparisons, while content that is optimized for transactional intent may include clear calls-to-action and easy purchase options.
Another important aspect of search intent is understanding the user's level of intent. Some search queries may have a higher level of intent than others. For example, a search query like "buy iPhone 12" has a higher level of intent than "iPhone 12 price." Businesses and marketers can use this information to prioritize their keyword targeting and create more effective content.
Furthermore, search intent can also be used to identify new opportunities for content creation. For example, if a business notices that a large number of users are searching for a specific product or service, but the content on their website does not match that intent, it could be an opportunity to create new content that addresses that intent.
In conclusion, understanding search intent is essential for effective keyword research and SEO. It allows businesses and marketers to create more targeted and relevant content that will rank well in search engines and provide value to users. By understanding the intent behind each search query, businesses and marketers can optimize their content for different stages of the customer journey, identify new opportunities for content creation, and prioritize their keyword targeting.