When you’re looking at your search engine results pages (SERP), it’s important to be able to identify the intent behind each result. After all, not all results are created equal! To help you out, we’ve put together a quick guide on how to define SERP intent and ‘source type’ for better analysis. By understanding these concepts, you’ll be able to better understand your SERP results – and make better decisions for your SEO strategy.
What is SERP intent?
SERP intent is the goal that a searcher is trying to accomplish with their query. It can be difficult to determine SERP intent because it varies from person to person and can depend on the context of the search. However, there are some common SERP intents that can be used as guidelines:
– Navigational: The user is looking for a specific website or web page.
– Informational: The user is looking for information about a topic.
– Transactional: The user is looking to buy something or complete a task.
– Commercial: The user is interested in learning more about a product or service before making a purchase.
– Local: The user is looking for businesses or services near them.
What are the different types of SERP intent?
There are four main types of SERP intent:
1. Navigational intent: This is when a user wants to find a specific website or web page. For example, if someone searches for “Facebook” they probably just want to go to the Facebook homepage.
2. Informational intent: This is when a user is looking for information on a particular topic. For example, if someone searches for “weather forecast” they probably want to find out what the weather will be like in the future.
3. Transactional intent: This is when a user wants to buy something or complete a task. For example, if someone searches for “buy shoes” they probably want to purchase shoes from an online store.
4. Commercial investigation intent: This is when a user is considering making a purchase, but hasn’t decided yet. For example, if someone searches for “best nft agency” they might be trying to figure out which NFT marketing agencies are the best before making a decision about which one to buy.
How to define SERP intent for better analysis
To define SERP intent, first consider the user’s search query and what they are hoping to achieve with their search. Then, look at the results on the SERP and determine which ones are most relevant to the user’s needs. Finally, analyze the SERP as a whole to understand what kind of intent it is exhibiting.
There are four main types of SERP intent: informational, navigational, commercial, and transactional. Each one corresponds to a different type of searches that users typically conduct.
Informational: Users are looking for information about a particular topic. They might want to learn more about a certain subject, find out how to do something, or read reviews before making a purchase.
Navigational: Users already have a specific destination in mind and are using their search query to find the best way to get there. They might be looking for directions, an address, or contact information for a business.
Commercial: Users are looking to buy something and are using their search query to find good deals or product options. They might be comparing prices, reading reviews, or looking for coupon codes before making a purchase.
Transactional: Users are ready to buy something and just need help completing their transaction. They might be looking for a specific product page on a website, filling out an online form, or finding customer support contact information.
What is ‘source type’?
“Source type” refers to the different places where your traffic comes from. The main source types are:
-Organic: This is traffic that comes to your site from a search engine, such as Google.
-Paid: This is traffic that you’ve paid for, such as through a PPC campaign.
-Social: This is traffic that comes to your site from social media sites, such as Facebook or Twitter.
-Referral: This is traffic that comes to your site from other websites, such as through links or banners.
-Direct: This is traffic that comes to your site directly, without coming from another website first.
How to define ‘source type’ for better analysis
When trying to understand what a user wants when they search for something on the internet, it’s important to consider the “source type” of their query. This refers to whether the user is looking for information, navigation, or transactional results.
Information queries are those where the user is looking for data or facts. For instance, if someone searches for “What is the capital of France?”, they’re looking for a straightforward answer to their question.
Navigational queries are those where the user is looking for a specific website or web page. For instance, if someone searches for “Facebook login”, they’re looking to go directly to the Facebook login page.
Transactional queries are those where the user is looking to complete a task or transaction online. For instance, if someone searches for “buy shoes online”, they’re looking to purchase shoes from an online store.
Understanding the source type of a query can help you better understand the SERP intent behind it, and tailor your analysis accordingly.