Understanding the Four Types of Search Intent for Great Content

Darin More 

Published by:
Darin
Head of SEO

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When creating content for your site, understanding search intent is crucial. Whether you’re writing content for theme parks, museums, zoos, or other attractions, understanding what users are looking for when they type a query into a search engine can help you tailor your content effectively.

There are four main types of search intent, so let's take a look into each one and see how they can influence your content output.

Informational: The Searcher Wants to KNOW Something

When users have an informational search intent, they're on a quest for knowledge. They want to learn something new, find answers to their questions, or gain insights on a particular topic. These queries often start with words like "how," "what," "why," or "tips for."

Key Characteristics:

  • Users seek detailed answers or explanations.
  • They are not looking to make a purchase immediately.
  • Examples: "History of the Louvre Museum," "How to get discount tickets for Disneyland," "Tips for visiting the San Diego Zoo."

What to do:

  • Create high-quality, informative content that answers common questions about your attraction. Think about a dedicated mini-FAQ section, for example.
  • Use clear, concise headings and subheadings to make information easy to find.
  • Incorporate relevant keywords naturally within the content.

Navigational: The Searcher Wants to GO to a Specific Destination

Navigational search intent is when users already know where they want to go online. They may be looking for a specific website or page, like a particular theme park's homepage or a museum's ticket booking page.

Key Characteristics:

  • Users have a specific destination in mind.
  • Often includes brand names or specific web pages.
  • Examples: "Disney World official site," "Smithsonian Museum tickets," "San Diego Zoo map."

What to do:

  • Ensure your website is easily navigable and indexed correctly by search engines.
  • Optimise your site’s meta tags with brand-specific keywords.
  • Claim and manage your business profiles on popular platforms like Google My Business.

Commercial: The Searcher Wants to RESEARCH Something Before Buying

Commercial intent indicates that users are in the research phase before making a purchase. They're comparing attractions, reading reviews, and looking for the best options available.

Key Characteristics:

  • Users are looking for information to guide their visit decisions.
  • They might not be ready to buy just yet, but they're getting closer.
  • Examples: "Best theme parks for kids in California," "SeaWorld vs. Busch Gardens reviews," "Top museums to visit in New York."

What to do:

  • Depending on what kind of site you have, you can create comparison articles or buying guides. Perhaps a page dedicated to what a user can do in your local area if it makes sense.
  • Use long-tail keywords that align with the research phase of the visitor journey.
  • Include visitor testimonials and detailed descriptions of attractions.

Transactional: The Searcher is Ready to DO Something, Like Make a Purchase

Transactional search intent means users are ready to take action, usually to make a purchase or book a visit. These queries often include terms like "buy," "order," "purchase," or "tickets."

Key Characteristics:

  • Users are prepared to convert, whether it’s booking tickets, signing up for a tour, or downloading a visitor guide.
  • They’re looking for the best deal or the most convenient option.
  • Examples: "Buy tickets to Universal Studios," "Book a tour at Alcatraz," "Discount codes for Legoland."

What to do:

  • Optimise important conversion pages with clear calls to action and high-quality images.
  • Include keywords that signal purchase intent.
  • Offer special deals, discounts, and easy booking processes.
  • Ensure you have a discount/offers page to help target those transactional searches

Why Understanding Search Intent Matters for SEO

Search intent is vital for crafting content that not only attracts visitors but also meets their needs. Doing so can help:

  • Increase organic traffic by providing relevant content.
  • Improve user engagement
  • Boost conversion rates by guiding users through their journey.

Align your content output with not just your main target keyword or two, but with the different types of search intent in mind to really give audiences what they want.