User intent, also known as query intent is the identification and categorization of what an online user intended or wanted when they typed their search terms into an online web search engine for the purpose of conversion rate optimization or search engine optimization. When a user goes online, the goal can be fact-checking, comparing products, education, or other activity.
There are 3 broad categories of user intent:
- Informational – The user is looking for some information on the internet
- Navigational – The user is trying to get to a certain site
- Transactional – The user is prepared to buy something online, or perform any other online activity