e are four types of search intent.

Search Intent describes what a user is looking for when they use a search engine.

Google has been using this method to its fullest extent over the years.

• Tune algorithms
• Search engine results pages can be customized to your liking.
• The searcher is the best person to serve your customers.

We also focus on the searchers, i.e. our target audience and their search habits.

SEO is all about understanding what your audience wants , and where they are on the customer journey.

Search intent historically has been divided into several categories.

Recently, SEO thought-leader Lily Ray, who spoke at MozCon in San Francisco, made a great point: there’s actually more intents. Maybe we should call them subintents. I won’t call them “micro” intentions.

Inspire by Ray, I’ll revisit the commonly accepted intentions and my expanded list.

Searching for the 4 most common purposes

Search intent can be categorized into four categories: commercial, transactional (transactional), informational (informational) and navigational.

They are the core search intentions and how most SEOs define search actions.

Commercial Intent

Google classifies commercial intent searches as pre-transactional.

The user is ready to purchase a service or product, but needs just a little more convincing. Searches that compare the features of similar products can be included.

Transactional Intent

Users are more likely to buy a product or service when their search query matches the transactional intent.

Informational Intent

Informational search intentions are search queries that show a user is looking to learn more about a topic.

Navigational Intent

Navigational intent is exactly what it sounds like. It directs the user to a specific page. Users can search for pages on a variety of platforms, from social media to local directories.

All-purpose expansion

These four search intentions may cover a large portion of searches, but they do not fully reflect how users search.

Someone searching for movie times at local theaters isn’t going to behave the same way as someone who wants movie reviews.

Both are searching for information on a film, but are at different stages in the customer journey.

Understanding search intent will help you refine your marketing and engagement strategies, ultimately improving audience segmentation, relevance, engagement, visibility, and conversions.

Search engines are used by many people to find information.

Compare products

People will perform their due diligence before making a purchase. People review the pricing, specs, reviews, and other information about products, brands, and retailers.

Buy a product

Bottom-funnel shoppers will then use specific search terms to locate the exact product that they are looking for, including often the store from which they plan to buy it.

Locate the nearest store

Search engines can be extremely helpful for finding out which of five fast food burger joints are closest to you, have the best reviews, and are open.

Find tips or tutorials

Search engines are used by enthusiasts of hobbies such as gardening and photography. They can also find guides and communities that relate to their interests.

How to fix a technical issue

Users can find troubleshooting resources, forums and support resources when they encounter technical problems with their devices, software or appliances.

Find entertainment

Users searching for entertainment and fun things to do can find activities or attractions near them.

Get directions

Search engines are used by people to plan trips, whether it’s to a friend or across the country. They can find accurate directions, maps and traffic updates in real time.

Current events

If a user wants to be updated on the latest local, national or global news.

Check the weather

Users can check their temperature, decide if an umbrella is needed later, or make plans for a rainy picnic next weekend.

Make something delicious

You can easily find new cooking techniques and recipes from amateur blogs as well as world-renowned chefs using search engines.

Brain-stretching exercises can help you to expand your brain.

Search engines are the primary way to find information on virtually any topic. Users can find articles, websites and resources on a wide range of topics, from historical events to scientific concepts.

Do-it-themselves

Find DIY guides, tutorials and tips to help you with your home improvement projects.

Self-diagnosis is a good way to treat your symptoms

Users can use the search function to determine if they have a serious illness or are allergic to something.

Understanding their neighbor

The language barrier can be reduced thanks to tools that allow users to translate phrases, texts, or entire pages of a website between languages.

Play the Stock Market

Search engines offer real-time quotes on stocks, financial news and investment advice. They also provide resources to manage personal finances and investments.

Find a new Job

Search engines are used by job seekers to locate job listings, research companies and access career advice. They can also be used to prepare for interviews.

Plan your next trip

Search engines allow travelers to do almost everything directly – find out about destinations, flights and rental cars as well as hotels, tourist attractions, and tips.

Find videos and photos

Users can search for videos and images to find visual content that is related to specific ideas, topics, or projects. You can find stock photos, artworks, memes and videos.

They must identify something that they see

Images are now used to search for information. Engines can identify furniture, flowers, wildlife and artwork with just a photo.

Listen to a song

You can listen to your favorite songs or discover new music.

Find the lyrics of a song

Search engines will show users the lyrics even if they only know a single line from the song or the artist and title.

Watch the video

Users can find video results such as movie trailers and music videos. They can also search for tutorials, news clips, reviews, or even tutorials.

What and why a searcher is searching for

SEO is all about search intent. Understanding what someone searches for and how to align your brand and content with that search is key to SEO.

When you have a clearly defined target audience, a solid strategy and plan in place, SEO can be a challenge.

Your optimization efforts will fail if you don’t understand the “what” or “why” behind the user’s search intent.

A nuanced and complete understanding will allow you to guide someone through the journey of your funnel, while giving you an opportunity to tell them your brand’s story and engage them further in the process.

The article Search Engine Land : There are 4 different types of search intent first appeared on Search Engine Land .