User intent, otherwise known as query intent or search intent, is the identification and categorisation of what a user online intended or wanted to find when they typed their search terms into an online web search engine for the purpose of search engine optimisation or conversion rate optimisation. Examples of user intent are fact-checking, comparison shopping or filling downtime.
Optimizing For User IntentEdit
To increase ranking on search engines, marketers need to create content which best satisfies queries entered by users in their smartphones or desktops. Thus, creating content keeping the intent of the user in mind helps in increasing the value of the information being showcased.
Though there are various ways of classifying the categories of user intent, overall, they tend to follow the same clusters. Until recently, there were three broad categories: informational, transactional, and navigational. However, after the rise of mobile search, other categories have appeared or have segmented into more specific categorisation. For example, as mobile users may want to find directions to or information about a specific physical location, some marketers have proposed categories such as "local intent", as in searches like "XY near me".
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