what is user intent

User intent, also known as query intent or search intent, refers to the identification and categorization of what a user intended or wanted to find when they typed their search terms into an online web search engine for the purpose of search engine optimization or conversion rate optimization. In other words, it is the reason why a user types a particular query into a search engine. User intent is a central factor in content and search engine optimization and is eclipsing individual keywords as a dominant ranking factor. There are broadly four types of user/search intents in SEO: navigational, informational, commercial, and transactional. Understanding user intent is important for marketers who want to create content that best satisfies queries entered by users on their smartphones or desktops. By creating content with user intent in mind, marketers can increase the value of the information being showcased and improve their websites ranking on search engines. To determine user intent, marketers can conduct keyword research, review top-ranking articles that optimized their target keyword, consult Google Analytics to see how their website is performing, and know their audience well.