Search terms are the words we type into Google, or the search bar of another search engine.
They’re also known as queries, keywords or keyphrases.
Search engines like Google have developed their algorithms to better understand the intent of the search terms we use.
Their goal is to deliver the most appropriate content towards the top of the first page of the search engine results page (SERP).
SEO practitioners know there are broadly speaking three types of intent most commonly displayed; navigational, informational and transactional.
Navigation search terms, for example [sussex county cricket fixtures] the user intent is to go to a specific website.
Informational search terms – which the vast majority of searches are – are invariably fact-finding searches, where the user is looking to gain some insight to a specific problem or question, for example [when do the sussex shark t20 fixtures start this year].
Finally there are transactional search terms. These are the most valuable of the three, and therefore often the most competitive, since the user is most likely towards the end of the buying process. For example [buy sussex sharks merchandise].