Search intent refers to the underlying motivation or purpose that drives a user to perform a specific search. There are generally four types of search intent:

Informational

When a user is looking for information or answers to a question. Usually phrased as a question, the user is seeking to learn more about a topic or specific question.

Example: "How to make a chocolate cake?"
  • A clear and concise headline that accurately reflects the content of the page.
  • An introduction that provides an overview of the topic and sets expectations for what the user can expect to learn.
  • Well-structured content that is easy to read and understand.
  • High-quality images or videos that help to illustrate the content.
  • Links to related resources, such as other pages on the same website or external sources of information.

Navigational

When a user is looking for a specific website. Usually related to a brand, company, or domain the user already knows, and they want to quickly navigate to the desired page.

Example: "Facebook login page"
  • Clear and intuitive navigation menus that help users find the information or resources they are looking for.
  • A search bar that allows users to search for specific content within the website.
  • Links to other important pages on the website, such as the homepage, contact page, or product pages.

Educational

When a user is looking to learn more about a topic. Usually related to an academic or research-based topic, and the user is seeking to gain knowledge or insight.

Example: "History of the Great Wall of China"
  • Engaging and informative content that provides value to the user, such as how-to guides, tutorials, research papers, or definition pages.
  • High-quality images, videos, or other multimedia elements that help to illustrate the content and make it more engaging.
  • Links to related resources, such as other pages on the same website or external sources of information.
  • Interactive elements such as quizzes, polls, or forums that encourage user engagement and foster a sense of community.

Transactional

When a user is looking to make a purchase. Usually related to a specific product or service, and the user is seeking to buy or complete a specific action online.

Example: "Buy Nike shoes online"
  • A clear and concise call-to-action that clearly communicates what the user needs to do next (e.g., “Add to Cart,” “Buy Now,” “Register”).
  • A user-friendly form that allows users to input their personal and payment information easily and securely.
  • Clear and transparent pricing information, including any taxes or shipping costs.
  • A secure and trustworthy payment gateway that instills confidence in the user.