Keyword intent reflects the purpose behind a user’s search query, whether it’s informational, navigational, or transactional. Understanding keyword intent helps create content that aligns with user needs, improving search relevance and engagement.

MOZ contributor Jo Cameron has published an article answering the question “What Is Keyword Intent and How Does It Impact Your Conversion Rate?”.

She says, “There are four primary types of keyword intent: informational, commercial, transactional, and navigational.

Informational keyword intent 

Users with informational intent are looking for knowledge or answers. They might search for how-to guides, explanations, or details on specific topics. Tailoring content to this intent helps establish your site as a trusted information source.

Examples of informational keyword intent include:

  • “How does a wind turbine generate electricity?” – The searcher seeks an explanation of wind turbines.
  • “What are the benefits of an air purifier?” – The searcher wants to understand air purifiers’ advantages.
  • “Where can I find the exhaust on a car?” – The searcher needs a guide for locating their car’s exhaust.”

What Is Keyword Intent and How Does It Impact Your Conversion Rate?

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