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Search/User Intent
Search intent refers to the goal or purpose behind a search query that a user enters into a search engine. It's about understanding why the user is searching for that particular keyword or phrase. Common types of search intent include Informational, Navigational, and Transactional.
User intent, on the other hand, refers more broadly to what the user hopes to do or achieve during their entire online journey or session, not just for a single search. User intent could include things like:
- Researching a topic or product to learn more
- Browsing for entertainment or to compare options
- Completing a transaction like making a purchase
- Downloading or accessing a specific page
- Finding contact details or location information
So search intent is more specific to the keywords used and what the user wants from the search results page, while user intent looks at their overall goals during the full path from search to post-click on-site behavior.
Proper understanding of both search intent and user intent is important for SEO. Keywords need to be optimized for their intended search intent, and on-site content and experience must satisfy the likely user intent as well from the search through to achieving their goals on the site. Tracking both helps improve the overall online journey and satisfaction.