In the earlier days of the internet, search engines were experts at generalisation. If two people ran the same search, they’d get the same results. These days, search is a precision exercise. Google delivers search results that match search terms exactly. The search giant isn’t just looking for the “what” of a search, but also the “why.”
What Is Search Intent?
Search intent describes whether a user is searching in order to learn, discover, buy, or navigate. Even if you’re lucky enough to earn a good rank, getting your search intent wrong can lose readers’ trust. It’s important to remain relevant. When you search for an “SEO agency near me,” make sure the business you choose considers the reason a user is searching for a particular term.
Understanding the Four Primary Search Intents
Search intent is usually:
- Navigational: The user is searching for a specific website.
- Commercial: The user wants to learn about a product or service.
- Informational: The user wants data.
- Transactional: The user is ready to make a specific purchase.
Google categorises search results in a more nuanced way. It expects websites to cater towards multiple coexisting needs simultaneously, but sites such as //www.nettl.com/uk/seo-agency-near-me/ will identify professionals who can manage that level of complexity.
Google awards rank to relevant, high-quality pages that fit search user needs precisely. You can only master the algorithms if you have a profound understanding of user intent. If you’re to climb to the top of a particular search term, you’ll need to meet your audience’s needs.
