Tasting the Different Flavors of Search Intent

We all know that crafting interesting, useful content is one of the most important factors in developing a well-ranked, popular website. The idea that “content is king” has been repeated throughout the world of SEO so many times that it’s starting to sound cliché. Despite the repetition, though, useful, appealing content is absolutely essential to the optimization of websites for search engine rankings. Every search that is performed by each engine comes with the intent to learn, find, buy, solve, fix, or understand. Search engines thereby need to order their results in a way that satisfies user intent in the best possible way. This is why it is important to recognize that search intent comes in many different forms and flavors so that you can target the right one.

Transactional Searching

These are the kind of searches used to identify a local business, complete a task or make a purchase online. Transactional searches don’t necessarily need to include a card or cash transfer. Sometimes, creating an email account, signing up for a free trial with a website, or finding the best cuisine for Thai food in your area, can all count as transactional queries.

Navigational Searching

These are the searches that users make to source a specific URL, or visit a pre-determined destination. Generally, they are performed with the intention to find a specific website. In some instance, an individual may not know the exact details of a specific URL, and the search engine will offer up examples of what they may be looking for.

Informational Searching

These kinds of searches are used to research non-transactional data, getting answers to question, and finding other information. They often involve a relatively enormous range of queries, from people trying to find out the weather in a specific town to getting directions, or just learning more about a question they heard in class. The common thing that connects these searches is that they are not oriented around transactions or commercial needs. The only goal of the search is finding information.

Fulfilling Search Intent

Choosing the flavor that appeals most to your audience will be a task that is left down to you. Usually, high-quality writing, combined with creativity, the inclusion of multi-media and the use of informative examples, can all be useful in crafting content that will match your searcher’s goals perfectly. By exerting extra effort, you’ll receive rewards in the form of satisfied searchers, who express their positive experience through engagement or conversions in your site.