User searches can be divided into three categories:

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The creation of content for the editorial plan generally job seekers data starts from the analysis and use of keywords, but they are only an abstraction, a way of highlighting the needs and necessities that lie behind them.

Understanding the needs that drive users to type their searches creates substantial opportunities to create useful and comprehensive, original and valuable content , capable of proposing us as authoritative entities in our sector.


Informative: when they are intended to obtain answers to information needs (for example, "what are the effects of aspirin")
Navigational: when they are aimed at delving deeper into topics related to a specific brand (for example, the “guide on the effects and contraindications of aspirin by Dr. Rossi”). In practice, every time you don't remember the URL of a content and you type the domain name from memory, you perform a navigational search
Transactional: when they consist of a strong purchase intent (for example, “where to buy aspirin near me”)
commercial survey: this is data that is analyzed in order to decide whether or not to make a purchase, and from which supplier. Let's think for example about the search for reviews of household appliances, smartphones, films to recover on DVD or places to eat. They are typed by users predisposed to purchase but not in a way as certain as with transactional queries.


Of course, you already know that keyword analysis is a key component of understanding search intent , although the two are not actually the same thing.

In fact, keywords are “the form” with which the need for information or the search for content is expressed, but the real needs can be implied by these terms.