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Customer Intent - A Beginners Guide

Customer Intent - A Beginners Guide

Understanding customer intent is essential for any business looking to succeed in the online world. When a user searches for something on Google, their intent can fall into three main categories: informational, navigational, and transactional. In this article, we will explore these categories and provide you with statistics to back up our findings.

1. Informational Intent

Informational intent refers to when a user is searching for information on a specific topic, product, or service. These users are looking to educate themselves and are often at the beginning of their buyer's journey. For example, someone searching for "best smartphone for photography" is displaying informational intent.

According to a study conducted by Search Engine Land, approximately 80% of all search queries have informational intent. This means that the majority of users are looking for answers to their questions rather than specific products or services. As a business, you can tap into this intent by creating informative blog posts, guides, and tutorials that provide value to your target audience.

2. Navigational Intent

Navigational intent occurs when a user is looking for a specific website or brand. They already know what they want and are using a search engine to find the quickest way to reach their destination. For example, if someone searches for "Facebook login," they are displaying navigational intent.

A study by Chitika found that approximately 16% of all search queries have navigational intent. While this may seem smaller in comparison to informational intent, it is still a significant portion of users that businesses should consider. To cater to users with navigational intent, ensure your website is optimized for search engines and that your brand appears prominently in search results.

3. Transactional Intent

Transactional intent refers to when a user is ready to make a purchase or engage in a specific transaction. These users have done their research and are looking for the right product, service, or deal that meets their needs. For example, someone searching for "buy iPhone X online" is displaying transactional intent.

A study conducted by WordStream found that approximately 4% of search queries have transactional intent. While the percentage may seem small, these users are highly valuable as they are ready to convert. To capture users with transactional intent, you can optimize your website for specific keywords related to your products or services and create compelling calls-to-action that encourage them to take the next step.


Understanding customer intent is crucial for developing an effective SEO strategy. By identifying whether users have informational, navigational, or transactional intent, you can tailor your content and optimize your website accordingly. Remember, approximately 80% of searches are informational, 16% are navigational, and 4% are transactional. By catering to these intent categories, you can increase your chances of ranking on the first page of Google and attracting more customers to your business.

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