Search intent begins with the reason someone types a query into a search engine.
In simple terms, when it comes to copywriting, search intent (or user intent) is like you asking, ‘why is anyone reading this’? But as with anything involving search engines and SEO, it goes a bit deeper than that.
Search intentions defined
Search engines typically want to perform exceptionally well and provide a user with the most accurate answers. So, to do that content must be written with one of the main types of intent in mind. Search engines can then identify that content as being a good fit for the searchers requirements.
Informational
Your user is looking for explanations, definitions and examples. For example, ‘How do I…’, ‘What is…’
Navigational
Here the searcher is trying to find a specific website but doesn’t know the URL and hasn’t visited it before. Your keywords are vital here…
Transactional
This is where the user is looking to make a purchase or some other kind of commitment such as downloading more information, they're aware that they will either pay money, or leave their contact details.
Commercial
This intent usually comes before a transaction. The user is researching options, so ‘vs’ articles are good to demonstrate this one, as are top tips and ‘best of’ lists.
Local
I’ve used this one frequently… Examples include, ‘What time does the post office close’, menus, directions and so on. Optimising and utilising your Google Business Profile and/or Apple Business Connect profile helps search engines identify ‘local’ as the user intent, as well as boosting your ‘near me’ search results.
Why is demonstrating search intent important?
If you can align your content with one of the types of search intent, your page stands a better chance of ranking higher in the search results. It comes down to the search engine bots picking up on the signals (along with well placed keywords and other meta-data) that your copy demonstrates your understanding of the user’s problem and that you have a solution.
TIP: When strategising your blog content, consider these search intents and how each blog can identify with one, or more. You may even choose one search intent to focus on each month.