What is User Intent?
User intent goes beyond keywords to describe what a user is looking for when they turn to a search engine. User intent tells us the reasons behind the user’s keywords and phrases. Search queries fall into three types of user intent:
● Informational: Users are looking for information. These are users who want to know something.
● Navigational: Users are trying to get to a particular website. These are users who want to go somewhere online.
● Transactional: Users are prepared to make a purchase or perform another specific online activity. These are users who want to do something.
User intent, or what the searcher is looking for when conducting a search in Google or another search engine, plays a significant role in your SEO and conversion rate optimization (CRO) efforts.
● A solid understanding of user intent guides appropriate keyword selection and targeting.
● Knowing user intent throughout the buyer’s journey enables you to craft content to focus them at each step.
● Having a grasp on user intent ensures you’re focused on serving your readers well, increasing the chances of conversion.
● When you win user intent, SEO and CRO come much more naturally. Focus on your user, and the rest will follow.
All too often, SEO seems to focus on the numbers and metrics. While these things are essential in helping us gauge our success with a strategy, they are not the only things that matter. For example, focusing on user intent sets both SEO and CRO off for a higher return on investment, just because they both have the end-user in mind.