Search intent refers to the reason or purpose behind a user's search query. Understanding the intent behind a search query can help you create more relevant and useful content for your website and improve your search engine rankings.
There are generally four types of search intent:
Navigational: The user is searching for a specific website or webpage. Examples include searching for "Facebook" or "CNN News".
Informational: The user is searching for information on a specific topic. Examples include searching for "how to train a dog" or "best laptops for students".
Transactional: The user is searching for a specific product or service to buy. Examples include searching for "buy iPhone 12" or "book a hotel room in Paris".
Commercial Investigation: The user is searching for information to make a purchase decision. Examples include searching for "Canon EOS R6 review" or "Best VPN service"
It's important to understand the search intent behind a query in order to create the right type of content and optimize it for the right keywords. For example, if someone is searching for "how to train a dog", a page that provides detailed instructions on dog training is more likely to satisfy that search intent than a page that simply lists dog breeds.
Additionally, it's important to note that a user's intent may change over the course of a search session, for example a user may start with a navigational intent and then change to informational, transactional or commercial investigation.