What Does User Intent Mean in Search Marketing?

User Intent with search bar

When you type a query in Google Search bar, what is your intent?


For example, is your intent same for “Pizza Hut” and “Pokemon Go”?

In most cases, with “Pizza Hut” keyword, you would look for pizza place near your office or look up the phone number for delivery. While the intent for “Pokemon Go” is information on the hyped app, including its founder and latest updates.

Do you agree that the intent is different for these two queries? If you wondering what it has to do with keyword research strategy and your brand, keep on reading!


1. Understand Users Intend = Understand Customers

Before diving into any terminologies and best practices, let’s define your ultimate goal as the owner of optimized website. Your main points are related to the target keyword, engaging content and successful conversion.

 User intent in this case indicates the specific information users are looking for on Google.

a. Informational 

Although it has been awhile since Pokemon Go’s hype, there are a handful of people (like my parents), who just unaware of this game. As soon as I tell them to check it out, their search intent is informational. Users in this particular situation just research information. How tall is Eiffel Towel? What is the average number of words a person knows and so on.


Whenever you provide quality information about your expertise, you increase your authority as a source provider, as well as organically acquire new user. Even though informational user intent does not necessary result in conversion, it helps build up relationships.

b. Navigational  

Indeed, computers are getting extremely advanced in recognizing the human text and Google is a perfect example. Try to Google “Pizza Hut” and Google will pull out the map with the nearest stores.

Another example of navigational keywords include a homepage. In case you met one of the team members from Twinword at SMX 2016 conference this September in New York, you would Google “Twinword” to find out information about the business.

c. Transactional 

While informational and navigational intent are related to keywords at the initial stage or awareness, transactional intent focuses on the action. Or in other words, conversions.

Since this intent yields for specific operation, more long-tail keywords are present. Do not be discouraged by low search volume! If the keyword matches the user intent, there is a possibility for conversions!  Make sure you have clear and visible call-to-actions buttons for users to complete their intended goal.

So are you delivering the promise to your users? If your pricing page redirects to company history and team members information, than some essential part is missing. All of us do care about bounce rates and nothing can be worst than a user landing and exiting page without engagement.

Next time you create your list of keywords, keep in mind what your user is searching for. You can utilize insights from Google’s top pages, social listening and online surveys. User online has a chance to get a quick answer and solution to a specific question. While as a business, you would benefit not only from traffic and conversions, but also from accountability and providing value to your users. Thus understanding user perspective is essential for successful blog optimization.

Do you believe user intent is a new SEO keywords? If so, how come there is no tool, that identifies user intent?

Let us know your thoughts in the comments down below!


Team Twinword
Team Twinword
Team Twinword built the first keyword research tool that can automatically detect user intent, topic, and pattern. The tool uses AI technology to automatically create keyword suggestion groups based user intent, detected topic and pattern, or a custom topic and pattern. Keyword research is faster with AI.

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