Understanding User Intent (or search intent) in classified and general searches means identifying the specific goal a person has when typing a query into a search bar. It explains the "why" behind a search, allowing search engines and marketers to provide relevant results.
The 4 Primary Types of User Intent
Most experts classify search intent into four main categories, which often align with stages of the marketing funnel:
- Informational Intent: The user wants to learn or find facts (e.g., "how to bake bread"). These are often phrased as questions starting with how, what, or why.
- Navigational Intent: The user is trying to reach a specific website or page (e.g., "Facebook login"). They use the search engine as a shortcut instead of typing the full URL.
- Commercial Intent: The user is researching products or services with the plan to buy in the future (e.g., "best laptops 2025"). They are comparing options and looking for reviews or rankings.
- Transactional Intent: The user is ready to complete a specific action, typically a purchase (e.g., "buy iPhone 15 online"). These queries often include words like buy, order, or discount.
How to Identify and Analyze Intent
You can decipher what a user wants by using these practical methods:
- Analyze Search Engine Results Pages (SERPs): Google’s top results are a clear signal of what it considers relevant for that query. If the first page is full of guides, the intent is likely informational; if it shows product carousels, it is transactional.
- Examine SERP Features: Presence of Featured Snippets often indicates informational intent, while "Shopping" ads and local map packs signal transactional or local intent.
- Study Query Language: Keywords like "cheap," "best," and "vs" act as modifiers that reveal whether a user is comparing, buying, or just curious.
Use SEO Tools: Platforms like Semrush, Ahrefs, and Moz have built-in "Intent" indicators for keywords to help speed up analysis.