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What does query intent mean

Search query intent, or intent search - this is the intention of the user when entering one or another request into the search engine, that is, its purpose and need. The term is like English. the words "intent", which translates as "intention.

The request itself is only a combination keywords, which call the search object but do not reveal the nature of the need. By the intention is meant just this need. 

Google and Yandex strive to understand the goals of users as accurately as possible and form relevant extradition. The selection of sites is carried out not only by the key phrase contained in the content, but also taking into account the features of the offer. I.e the meaning and purpose of the request is much more important than its form and the words used.

For example, the user entered the “Kiev telephone” into the search string. So, most likely, he is looking for a telephone directory, not a new smartphone. The results of the issue will be appropriate.

пример интентного поиска в гугл

If you remove only one letter, and drive in the “Kiev phone”, in TOP there will be online stores. 

отличия выдачи в зависимости от цели поиска

Therefore, when compiling semantic core you need to rely not just on words, but on their purpose. 

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Main types of quarter

  • Information
    Most of the requests are informational in nature. Users drive them in search engines, to get answers to certain questions. They are used not only for work or study, but also in everyday life, for example, to decide on the necessity and expediency of making a purchase.

    информационный ключевик картинка
     
  • Navigation
    The content of the navigation request, that is, the goal of the user is to find website a specific company or information about it. Such keywords should only be optimized if your brand is mentioned. 

    скриншот навигационного интентного поиска
     
  • Commercial
    Introducing it, a person shows his desire and intention to buy a certain product or order a service. The goal is to select a store (company).

    пример коммерческого интента запроса

When creating content you must consider the request intent in order to be able to get the user at each search stage.

How to determine the search query intent

You can understand the meaning of keywords by manual search. For this:

  1. Open browser in incognito mode (privat viewing);
  2. Go to your priority search engine;
  3. Drive in the request you are interested;
  4. Analyze extradition results: what pages in the TOP and what is displayed in the block with related questions.

For example, consider the results of the issuance of “massage salon” and “massage room” by keyboards. They are pretty similar, but their intent is different. In the first case, in the TOP, the sites of companies that provide massage services. 

как понять намерения пользователя

In the second - rental of premises and real stories of massage therapists about how they managed to open their own salon.  

как определить цель поиска пример