Navigation purpose
A searcher is looking for a specific website or a specific place. The searcher already knows where they want to go, but they may not know the exact URL. Maybe they're too lazy to type it in, or if it's a physical place, they're looking for directions.
It’s important to know that ranking for navigational searches will result in a low CTR unless your website is the target of a navigational search, so you generally shouldn’t spend your energy trying to rank for navigational searches.
You’ll typically see multiple or single site links in navigational SERPs . Another common feature is knowledge panels , but keep in mind that these are also often present in informational searches! Local results are also relatively common.
Additionally, you’ll typically see Facebook, LinkedIn germany mobile phone numbers database and/or Twitter in the top ten results, as many businesses will have an account/page to display there. Navigational searches typically (but not always) have low competition in AdWords. Navigational intent is not usually confused with the others, but it can be. For example, the SERP for the keyword Adidas has characteristics of both navigational, informational, and transactional intent.
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Examples of navigational searches:
AccuRanker
AccuRanker organic site crawler
Gmail login
Tivoli Copenhagen
For informational purposes
The searcher is looking for information. This is a broad category of searches and therefore the most common search intent. It could be a keyword like weather or SEO . It could be a question like what is search intent, which as you know by now is not something that has a short and simple answer. Or it could be a simple question like how old is Joe Biden , which Google will show you the answer to right on the SERP in an information card .
What characterizes SERP for informational purpose?
Informational SERPs often have knowledge panels or information cards . Related questions are usually at the top, and you’ll often see videos. For purely informational searches, keywords or titles and descriptions might include how , what , where , who , tutorial , example , guide , news , etc.
In most cases, Wikipedia will be one of the top rankings, while SERPs may have recipes , direct answers , or news . Informational intent is also often mixed with other intents. For example, there is a fine line between looking for information to research a product (commercial) or looking for more general information.
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Examples of informational searches:
Tour de France 2022 route
How to tie a tie
What is the search intent?
Weather
Multiple Intentions
It’s not uncommon for a search to have multiple intents. For example, let’s take a search for Tesla Model X. Below, you can see a SERP that corresponds to a search from Desktop in London, United Kingdom ( Try it yourself with AccuRanker’s free SERP checker ).
tesla-model-x-serp.png
On the right side of the SERP, you see a knowledge panel , we have a people also ask section, and Wikipedia at number 2. All of this suggests that this is an informational search. But as you scroll down, you’ll also see reviews and prices that indicate commercial intent. You could even argue that this could also have navigational intent, which is often associated with sitelinks, since many people will want to visit the Model X page on tesla.com .
Can Search Intent Change Over Time?
It’s important to understand that search intent is not static. Remember, when we talk about search intent, we’re always talking about the intent that Google is addressing. There are a number of reasons why intent can change over time. Some of these can include:
The “underlying” intent behind a keyword can change over time. The intent can be seasonal or tied to specific events. For example, Ed Sheeran’s Copenhagen concert could be transactional before the concert (to buy tickets) and informational after the concert (for reviews or signups). For example, searches related to Ukraine may have also changed intent since the war began. Here, Google is updating the results due to external factors.
Google starts showing different content due to an algorithm update that aims to provide a better user experience.
Google is not sure about the intent and changes the content based on user behavior.
AccuRanker’s machine learning model looks for changes in the SERP, and if the SERP changes enough, search intent can change as well. A change in search intent can be a good clue to start creating new or updated content for a particular keyword.
