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What is User Intent

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What is User Intent

 

What is User Intent

User intent, otherwise known as query intent or search intent, is the identification and categorization of what a user online intended or wanted to find when they typed their search terms into an online web search engine for the purpose of search engine optimization or conversion rate optimization. Examples of user intent are fact-checking, comparison shopping or navigating to other websites. Optimizing for User Intent to increase ranking on search engines, marketers need to create content which best satisfies queries entered by users in their smartphones or desktops. Thus, creating content keeping the intent of the user in mind helps in increasing the value of the information being showcased. Google can show SERP features such as featured snippets, knowledge cards or knowledge panels for queries where the search intent is clear.

What is user intent

SEO practitioners take this into account because Google can often satisfy the user intent without having the user leave Google SERP. The better Google gets in figuring out user intent, the less users are going to click on search results. As of 2019, less than half of Google searches result in clicks. Types though there are various ways of classifying the categories of user intent, overall, they tend to follow the same clusters. Until recently, there were three broad categories: informational, transactional, and navigational. However, after the rise of mobile search, other categories have appeared or have segmented into more specific categorization. For example, as mobile users may want to find directions to or information about a specific physical location, some marketers have proposed categories such as "local intent", as in searches like "XY near me". Many search queries also have mixed search intent. This can easily happen with homonyms and such SERPs tend to be volatile because user signals differ.

See also

  • Keyword research
  • Intent marketing
  • Search engine result page

 

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