What is User Intent?
User Intent is based an algorithmic measurement that uses the SERP results and the domains that are ranking to determine the type of query for the search keyword. The possibilities for this are: Informational, Local, Navigational, and Transactional. Informational is indicative of a user seeking out knowledge, Local is indicative of a user looking for something with physical resources in their area, Navigational is indicative of a user trying to locate a particular brand or website and Transactional is indicative of a user looking to purchase a good or service.
This can be seen in features like Topic Explorer, pictured above. This proprietary algorithm looks at the Google search results including each SERP feature found for that keyword. It then leverages machine learning to categorize the information based on how Google has presented the intent of that keyword search. For example, keywords with PPC or PLA results would tend to skew towards being transactional, whereas keywords with news sites ranking would tend to skew towards informational.
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