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Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

Search intent

Search intent is the purpose behind a user's search in Google. Understanding and matching search intent is crucial for ranking high and converting visitors into customers.

What is search intent?

Search intent is about what the user actually wants to achieve with their search. Google tries to understand the intent behind each keyword and show the most relevant results. If your content doesn't match the search intent, you won't rank - no matter how good your SEO work is.

The four types of search intent

  • Informational: The user is seeking knowledge. Examples: "what is dropshipping", "how to choose running shoes", "what is GDPR". Google typically shows guides, articles and FAQ pages.
  • Navigational: The user searches for a specific page or company. Examples: "Shoporama login", "Zalando shoes", "H&M stores". Google shows the company's website directly.
  • Commercial (exploratory): The user considers a purchase and compares. Examples: "best running shoes 2026", "Nike vs Adidas running shoes", "review of [product]". Google shows comparisons, reviews and lists.
  • Transactional: The user is ready to act. Examples: "buy Nike Air Max 90", "Nike Air Max 90 price", "cheap running shoes online". Google displays product pages and Shopping ads.

Why is search intent important for SEO?

Google is extremely good at understanding search intent. If a user searches "best running shoes" (commercial intent) and you show a pure product page (transactional), Google will prefer a comparison or guide - because it better matches what the user is actually looking for.

This means:

  • Wrong content type = low ranking regardless of number of backlinks or on-page SEO.
  • Right content type = possibility of top-3 even without strong domain authority.

How to find the search intent

  1. Do the search yourself: Google your keyword and see what ranks in the top 10. If the top results are guides, the intent is informational. If it's product pages, it's transactional.
  2. Analyze SERP Features: Featured snippets and "People also ask" indicate informational intent. Shopping results indicate transactional.
  3. Look at modifiers: "What", "how", "guide" → informational. "Best", "review", "vs" → commercial. "Buy", "price", "offer" → transactional.

Search intent and your online store

An online store should have content for all intent types:

  • Informational: Blog posts, guides, FAQ pages (e.g. "How to choose the right mattress").
  • Commercial: Comparisons, 'best of' lists, buying guides (e.g. '5 best mattresses for side sleepers').
  • Transactional: Product pages and category pages optimized for specific product searches.

In Shoporama, you can create articles and guides via the article system for informational and commercial content, while product pages and category pages cover transactional searches.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

See the full dictionary