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What is user intent in SEO?


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User intent. As its name implies, user intent tells us what a user is looking for when conducting a search query via a search engine. User intent takes into consideration the keywords used in search queries, but goes beyond them, trying to understand the context and the intention behind those words.

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The user intent, or search intent states which goal or intention an internet user has when entering a search term into a search engine. User intent is now a central factor in content and search engine optimization and is eclipsing individual keywords as a dominant ranking factor. User intent can be informational, transaction or navigational. If a keyword is usually searched for with the intention of finding out more about it, then this search is informational. If the user wants to be lead to a certain site, such as with brand names, their search is navigational. If a user's intent is to buy something behind a search term, then the search is transaction.

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As its name implies, the purpose of the user is to tell us what the user is searching for when they perform a search query through a search engine. The user's intent considers the keywords used in the search queries, but goes beyond them, trying to understand the context and the purpose behind those words.

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User intent goes beyond keywords to describe what a user is looking for when they turn to a search engine. User intent tells us the reasoning behind the keywords and phrases the user chooses. Search queries fall into three types of user intent:

 Informational: Users are looking for information. These are users who want to know something.
 Navigational: Users are trying to get to a particular website. These are users who want to go somewhere online.
 Transactional: Users are prepared to make a purchase, or to perform another type of specific online activity. These are users who want to do something

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