In the previous lesson, we touched on how search engines use algorithms to attempt to display the most relevant results of what people are searching for. These algorithms also try to understand, and anticipate, the reasons why people are looking for those things in the first place. It’s those assumptions that relate to searcher intent.
These are searches where people are looking for information on any topic imaginable, such as our example of trying to find the best vegan tacos. The search algorithm likely assumes a searcher’s intent is to find restaurants nearby that offer vegan tacos where the food is rated highly. Additionally, when people use the words “how to” at the beginning of their search phrase, the search engine’s algorithm anticipates that videos of tutorials will be appreciated in the results.
These are searches where people are trying to visit a specific website. For example, if someone goes to Google and searches for “Facebook”, it’s likely that they’re trying to get to their Facebook feed.
These are searches, where people are looking for products or services to purchase. For example, in the search for “pest control” you will likely find results for local companies offering pest control services. Or, for instance, when someone looks for “comfortable shoes” the SERP will typically display shoes available for sale that have good reviews for comfort.
These are searches that are similar in nature to those with transactional intent, but typically the people searching for products or services need more time to make a purchase decision. Searchers are in the research phase of shopping and aren’t necessarily ready to click the “Buy Now!” button. For example, a search phrase with this type of intent may be something like “best air fryer” or “cars with the highest safety rating.”
The words people use when searching can provide clues to the search engines that hint at their intent. People looking for information are more likely to use question words: who, what, where, when, why, and how. Those with transactional or commercial intent may search using words like “buy” or “on sale”.
Learning Action
Think about the intention of your chosen page or post. Are you providing information to help people? Are you trying to sell something? Try to use language that aligns your intent for the content with the intention of what people are searching for. For example, if your blog post talks about the time you went whale watching, you may want to include a sentence that echoes potential searcher intent, such as “Like many travelers, we wanted to know where to find the best whale watching experience in Norway.”
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