Navigational

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The user already knows where he wants to go, but he uses the search engine as a shortcut to get there. This happens, for example, when he types in the name of a brand to visit its website.


Informational
Here the user wants to obtain information, to learn about a topic. In a purchasing journey , this type of research occurs at the beginning, when they are trying to understand their need.


Transactional
Transactional search is aimed at conversion , after the user already has enough information to solve their need.


How does search intent influence SEO?
In the examples above, you can see that Google returns results in different ways for each search.

That's because the search engine works hard to understand users' search intent — not just the keywords they type — and to provide answers in the content and format that are most relevant to them.

Google's effort is evident in its algorithm updates . BERT was the latest update in this regard and represented a significant evolution of the algorithm in natural language processing, in order to understand how humans express themselves.

From now on, you understand the meaning of words, the relationships between them, and the nuances of human language.

With this update, it is clear that what matters to the search engine is not exactly the keywords that users type, but the meaning they construct together. This meaning, then, is what shows the search intent of users.

It is advisable to consider Google's change in your sweden phone number list SEO strategies. After all, professionals in the field have become accustomed to optimizing content with keywords in mind.

The mission was to identify the words that people used to find certain content and to know the ideal volume of repetition of those terms on their pages. Therefore, Google would relate the user's search with the content and prioritize that page in the ranking.

Note how this approach leaves the user aside in favor of robots. It turns out that Google no longer wants that. If the search engine no longer attaches so much importance to the correspondence of keywords but to the meaning they express, the approach to SEO must also change.

From now on, you need to ask yourself: what does this user really want to find when doing this search? People want answers, not keywords. Therefore, you need to meet the needs of the user, not the bots.

This is the topic that should guide your SEO Content Marketing planning, from keyword research and setting guidelines to content production .