What Are Examples of User Intent?


6 min read

What Are Examples of User Intent?

Table of Contents

What Are Examples of User Intent?

To better understand user intent and its impact on search, we gathered insights from 10 industry experts, including CEOs, SEO specialists, and business owners. From looking into ethical behavior and personal growth to understanding how information is presented, these professionals share their knowledge on various keywords and the intent behind them.

  • Integrity: Ethical Behavior and Personal Growth
  • Ham Steak: Comparing Recipes to General Info
  • Cremation Cost: Informational vs. Commercial
  • Coffee Keywords: Transactional vs. Informational
  • Dialing in Espresso: Expert-Level Content
  • Best Budget Shopping Apps: User Discovery
  • Best Laptop for Gaming: Dual Intent
  • Nike Running Shoes: Transactional Intent
  • Gaming Laptops Under $1000: Informational Intent
  • How to Create a Cake: Knowledge Seeking

Integrity: Ethical Behavior and Personal Growth

An example of user intent is using the keyword “integrity.” This could be a searcher looking for information on ethical behavior, or definitions and examples of integrity. It could also be someone searching for tips on how to develop their own personal integrity.

Regardless of why the user is searching, they are expressing an intent to find out more about the concept of integrity.

Scott OrnScott Orn
Chief Operating Officer, Kruze Consulting

Ham Steak: Comparing Recipes to General Info

This is such an interesting question. I’m a food blogger and I monitor lots of food-related keywords. It’s fascinating how Google handles a general keyword.

So, for example, if I type “ham steak” on my phone (as opposed to “ham steak recipes”), Google assumes I’m looking for a recipe and gives me a list of recipes.

But if I type “New York Strip Steak,” it serves a knowledge panel with general info about what this steak is, how much it might cost, and only then it offers recipes, followed by “things to know” and nutrition facts.

So in the case of “New York Strip Steak,” the assumption is that the user intent was not necessarily to find a recipe but perhaps to learn more about this cut. If you wanted a list of recipes, you would search for “New York strip steak recipes.”

Vered DeLeeuwVered Deleeuw
President, Healthy Recipes Blog

Cremation Cost: Informational vs. Commercial

User intent means what type of information the searcher is looking for when they search a specific keyword or phrase. Some searches are informational, some are transactional, and so on.

For example, the keyword “low-cost cremation” has a commercial intent. The person searching for this is looking to purchase cremation services that are inexpensive. The seemingly closely related search “How much does cremation cost” is informational in intent, with the searcher trying to find out a specific answer to their question.

Sometimes these distinctions can be slippery, but they’re crucial when bidding on pay-per-click ads or creating content.

Temmo KinoshitaTemmo Kinoshita
Co-founder, Lindenwood Marketing

Coffee Keywords: Transactional vs. Informational

User intent is foundational to any successful SEO campaign. If you do not build the correct type of content and satisfy searcher intent, the users will bounce and you will lose rankings (or never get them, to begin with).

Take, for example, the phrase “coffee shops near me.” That’s a transactional, bottom-of-the-funnel keyword. The searcher is looking for a place to buy coffee now! You would not want to build an informational piece of content describing different coffee shops; it would never rank for that term.

Conversely, the keyword “how to make iced coffee” is an informational query; the searcher is looking for an answer to their question. You would want to create informative content to satisfy that query, not promote a service page.

So how do you know what’s best? Google it! Bing it! Duck Duck Go it! Yelp it! Whatever search engine you use and want to rank in, search your term and see what currently ranks because that indicates what currently satisfies the intent of that query.

Dan AnsaldoDan Ansaldo
Owner and SEO Expert, CopyTrends

Dialing in Espresso: Expert-Level Content

I run a coffee website where espresso is a focus topic. One keyword is “dialing in espresso.” That’s a term used in the coffee world to refer to adjusting your espresso recipe to perfect the taste. Now, if someone’s using this kind of espresso lingo, you can bet they’re not a novice. They’re past Espresso 101, and they’re looking for expert-level content.

So what’s their intent? Well, they’re probably troubleshooting an espresso problem, and they need solutions fast. They’re hunting for specific, knowledgeable advice that speaks their language.

So our content should match that. It needs to be to-the-point, rich in expert terminology, and geared towards helping them solve their espresso dilemma. That’s how we nail user intent.

Marko LazarevicMarko Lazarevic
Owner and Editor, Craft Coffee Spot

Best Budget Shopping Apps: User Discovery

Let me go back to a time when our business was primarily concerned with digital marketing for e-commerce companies. We sought out keywords that were associated with “discount codes” and “promo offers.” But we picked up on a particular keyword: “best budget shopping apps.” This keyword revealed a treasure trove of user intent.

We dug deeper to uncover the meaning of this keyword. We came to the conclusion that users wanted a carefully chosen selection of shopping apps that could help them save money without compromising quality, not just discounts. This altered everything.

As soon as we understood the goal, we put together a thorough blog post titled “Top 10 Budget Shopping Apps for Savvy Shoppers.” Along with a list, we also offered our own stories and data on the financial savings made possible by these apps. The level of participation and the supportive comments we got were remarkable.

Percy GrunwaldPercy Grunwald
Co-founder, Compare Banks

Best Laptop for Gaming: Dual Intent

When a user searches for the keyword “best laptop for gaming,” their intent is likely informational and transactional. The user is seeking information on laptops specifically designed for gaming purposes and intends to make a purchase decision. The user wants to find recommendations, reviews, and comparisons to identify the most suitable laptop that meets their gaming requirements.

Their intent indicates a desire to gather insights and understand the features, performance, and pricing of gaming laptops, ultimately leading to a potential conversion or purchase. Advertisers and content creators can cater to this intent by providing in-depth reviews, top-rated lists, and detailed specifications of gaming laptops to address the user’s needs effectively.

Vikas KaushikVikas Kaushik
CEO, TechAhead

Nike Running Shoes: Transactional Intent

When a searcher uses the keyword “Nike running shoes,” their intent is transactional, indicating their intention to make a purchase. The user is looking to buy running shoes, specifically from the Nike brand. Their search query suggests that they have a clear product preference and are ready to make a purchase decision.

As a digital marketer, understanding user intent is crucial for effective keyword targeting and creating relevant and persuasive content. By recognizing the intent behind specific keywords, marketers can tailor their strategies to align with the user’s needs and guide them through the buyer’s journey.

In this case, optimizing product pages, creating compelling ad campaigns, and providing seamless e-commerce experiences can help capture users’ attention with transactional intent and drive conversions.

When you understand the user intent behind chosen keywords and implement the proper steps, your campaigns should dramatically improve.

Shane McEvoyShane McEvoy
MD, Flycast Media

Gaming Laptops Under $1000: Informational Intent

The intent behind this keyword is likely to find information or recommendations on gaming laptops that are priced below $1000. The searcher is looking for specific suggestions or reviews of gaming laptops within their budget range. They are likely in the consideration or comparison stage of their purchasing journey, seeking guidance to make an informed decision on which gaming laptop to buy.

Understanding user intent helps businesses tailor their content to meet the needs of their target audience. In this case, creating a comprehensive guide or review article titled “Top Gaming Laptops under $1000” could address the user’s intent and provide them with valuable information to make a purchasing decision.

Harsh VermaHarsh Verma
SEO, CodeDesign

How to Create a Cake: Knowledge Seeking

The searcher is looking for instructions on how to create a cake. They are likely searching for recipes, step-by-step tutorials, and/or videos that will help them learn the process of making a cake. It may be a specific type of cake, such as an angel food cake or a traditional birthday cake. The intent is to gain knowledge and skills on how to make a cake.

Darryl StevensDarryl Stevens
CEO, Digitech Web Design

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