Do you want more people to find your online store through Google? Then you need to understand search intent. Search intent is the reason someone types a specific word or phrase into Google. It's what they hope to find.

If you don't provide people with what they are looking for, your website may not appear high in search results. This means less traffic and fewer sales.

This guide will help you learn about search intent and how to use it to improve your e-commerce SEO.

What is Search Intent?

When people use Google, they have a goal. They might want to buy something, learn something, or find a specific website. Search intent is all about figuring out what that goal is.

For example, if someone searches for "best running shoes," they probably want to find a list of the best running shoes to buy. They are not looking for a history of running shoes or a guide on how to run faster.

What Affects Search Intent?

Many things can change what someone is looking for when they search. Here are a few:

• Who they are: A younger person might search differently than an older person. Where they live also matters.

• What device do they use? Someone on a phone might want quick information. Someone on a computer may be ready to make a purchase.

• Where are they in the buying process: Are they just starting to learn about a product? Or are they ready to buy right now?

Types of Search Intent

Four main types of search intent matter for e-commerce SEO:

1. Transactional

2. Navigational

3. Commercial

4. Informational

Let's take a closer look at each one.

Transactional Intent

This is when someone is ready to make a purchase. They know what they want, and they are seeking a place to purchase it.

How to spot it:

• The search results page (SERP) is full of product and category pages.

• People are searching for things like "buy [product name]" or "cheap [product name]."

Example:

Someone searches for "cheap flights." The search results show websites where you can book a flight. Google knows that people searching for "cheap flights" want to buy tickets, not read about travel tips.

How to create content for it:

• Use product pages and category pages. These are the pages that Google will show for transactional searches.

• Don't waste time writing blog posts or comparison pages. They won't rank for these keywords.

Navigational Intent

This occurs when someone is attempting to locate a specific website or page. They already know where they want to go.

How to spot it:

• People search for a brand name or a product name.

• They might not know the exact web address.

Example:

Someone searches for "Amazon." They are not looking for information about the Amazon rainforest. They want to go to Amazon.com to shop.

How to create content for it:

• Make sure your page titles and meta descriptions include your brand name and product names.

• You will likely win these searches with minimal effort.

Commercial Intent

This is when someone is thinking about buying something, but they are not quite ready yet. They are doing research and comparing options.

How to spot it:

• The search results page shows lists of "best" products or comparisons.

• People are searching for things like "best [product type]" or "[brand A] vs [brand B]."

Example:

Someone searches for "best men's shorts." They want to find a list of the best shorts for different styles and activities.

How to create content for it:

• Consider what people want to know before they make a purchase.

• Write blog posts that compare different products or brands.

• Provide unbiased information to help people make informed decisions.

Informational Intent

This is when someone is looking for information. They might want to know how something works, what something is, or where to find something.

How to spot it:

• The search results page is full of articles, videos, and quick answers.

• People are searching for things like "how to [do something]" or "what is [something]."

Example:

Someone searches for "weather in Chicago." They want to know the current temperature and forecast.

How to create content for it:

• Provide valuable information and answer the question.

• Use tables of contents to help people find the information they need.

• Ensure your content is clear, concise, and easy to read and understand.

Mixed Search Intent

Sometimes, a search term can have multiple intents. This is called mixed search intent.

How to spot it:

• The search results page displays a variety of content types, including product pages, blog posts, and videos.

Example:

Someone searches for "vanilla protein powder." Some people may be ready to buy, while others may be seeking information about the best brands.

How to create content for it:

• You can create different types of content for the same keyword.

• For example, you could create a product page and a blog post about vanilla protein powder.

• Look at the top 10 results on the search results page to see what type of content is most common. Create that type of content.

Check Search Intent Before You Create Content

Before you spend time and money creating content, always check the search intent. This will help ensure that you make the correct type of content for your target audience.

How to check search intent:

1. Type your keyword into Google.

2. Look at the top 10 results.

3. What kind of content is ranking? Is it product pages, blog posts, or videos?

4. Create content that matches the search intent of your keyword.

Checking search intent manually can save you a lot of time and frustration.

Conclusion

Understanding search intent is key for e-commerce SEO. By creating content that matches what people are looking for, you can improve your search rankings and get more traffic to your online store.

Want to learn more about SEO and how to rank your website on Google? Check out this guide on how to rank first on Google.