Search Intent

Search intent

What is search intent?

Search intent (or user intent, audience intent) is the term used to describe the purpose of an online search. It’s the reason why someone conducts a specific search. 

Over the years, Google has worked hard to improve its algorithm to be able to determine people’s search intent. Google wants to rank pages that best fit the search term someone is using, as well as the search intent behind the search query.  It helps to create relevant content and to get most relevant result for the query. That’s why you need to make sure that your post or page fits the search intent of your audience.

To improve your website traffic quantity AND quality, your content and the search intent of the visitor you’re looking for must be congruent. Here are a few metrics in Google Analytics that can help you determine whether your visitors actually intended to land on your page, or if you need to make some adjustments:

• Bounce Rate
• User Flow
• Unique vs. Returning Users

All of them show why the person made the search.