Search engine optimization (SEO) is all about understanding your audience and meeting them where they are. A critical piece of that puzzle is understanding search intent. Knowing what search intent is—and how to align your content with it—can make or break your SEO efforts. In this blog, we’ll dive into search intent, why it matters, and how to choose keywords that deliver the right message to the right people at the right time.
What Is Search Intent?
Search intent refers to the reason behind a user’s query—the “why” that drives their search.
We’ve all gone to Google and typed in a query or question, looking for something specific. Sometimes, the results don’t provide an answer so we attempt to rephrase our search. This means that the results provided didn’t match our “search intent,” or what we intended to get an answer to.
When someone types a specific phrase into a search engine, consider: are they looking for information, trying to make a purchase, or just browsing? Search engines like Google work hard to understand and deliver content that satisfies that intent, and so should you.
For example:
- Searching “how to make sourdough bread” signals a desire to learn something (informational intent).
- Searching “buy a stand mixer” indicates a readiness to make a purchase (transactional intent).
Aligning your content with search intent isn’t just good for SEO—it’s essential for creating a meaningful experience for your audience.
The 4 Main Types of Search Intent
Understanding the different types of search intent is your first step toward choosing the right keywords. Let’s break them down.
Informational
Users are looking for answers, guidance, or how-to content.
- Example Query: “How to boost SEO rankings”
- Best Content Match: Blog posts, guides, or videos that provide detailed, actionable information.
Transactional
These users are ready to take action, oftentimes that’s making a purchase. These are more decision-ready keywords in your client journey/buyer’s journy.
- Example Query: “Buy SEO tools online”
- Best Content Match: Product pages, pricing information, and checkout-ready links.
Commercial
This intent typically falls between informational and transactional. Users are comparing options before deciding so these keywords fall in the “consideration” stage of a buyer’s journey or client journey.
- Example Query: “Best keyword research tools 2024”
- Best Content Match: Comparison articles, reviews, and lists of top tools.
Navigational
Users are searching for a specific website or brand or they are looking for directions to a specific place. Many times these are branded search keywords.
- Example Query: “Well Optimized SEO blog”
- Best Content Match: A direct link to your homepage or the exact page they’re looking for.
Why Understanding Search Intent Matters for Small Businesses
For small businesses, search intent is the key to attracting the right audience and converting them into customers. Content that matches intent keeps users on your site longer, reducing bounce rates and improving rankings and engagement. Additionally, understanding search intent and using the right keywords will improve conversions. Additionally, understanding intent at a specific time in a customer’s journey can save you time & resources. Focusing on intent-aligned keywords ensures your SEO efforts target people who are most likely to engage with your business.
It’s essential to be sure your keywords and customer journey are mapped out within your SEO content strategy This ensures you are spending time on content that matters.
How to Identify the Search Intent Behind Keywords
Now that you know why search intent matters, let’s talk about how to figure it out.
Analyze SERP Features
The Search Engine Results Page (SERP) offers valuable clues into search intent. For instance, informational intent often features snippets, “People Also Ask” boxes, and how-to videos. Transactional queries showcase shopping ads and product pages. These clues into the minds of what people may be considering can help you ensure the keyword you’re choosing is on target.
Use Keyword Research Tools
Tools like Ahrefs or SEMrush can help you uncover search intent by analyzing the types of pages already ranking for a keyword. These tools have a ton of information on customer intent, keyword volume by month, and even difficulty to rank for each query. These tools are frequently used by our SEO experts to build an effective SEO strategy.
Analyze the Keyword
Ask yourself:
- Does this keyword suggest a question or problem? (Informational)
- Does it mention buying, best, or top-rated? (Commercial or transactional)
- Does it include a brand or site name? (Navigational)
- What is the search volume (how many people search it per month)
- This shouldn’t be a deal breaker! At Well Optimized SEO, we take your site authority, the competitive SERP analysis, volume, trends, topical authority, and difficulty into consideration when choosing target keywords. Volume isn’t everything when choosing your keyword! In fact, we rarely choose the highest volume keyword due to other factors such as search intent, brand voice, and difficulty to rank. So many elements go into keyword research, so don’t let lower volume hold you back!
Examples of Good & Bad Search Intent
Seeing search intent in action can help solidify these concepts. Let’s look at examples.
Good Example of Search Intent
- Keyword: “Best running shoes for beginners”
- Intent: Commercial (the user is researching options before making a purchase).
- SERP Results: Comparison blogs, product reviews, and lists of top running shoes.
- Content Match: A detailed article or video reviewing beginner-friendly running shoes, including pros, cons, and buying links.
Bad Example of Search Intent
- Keyword: “How to bake a cake”
- Intent: Informational (the user is looking for a recipe or guide).
- SERP Results: Step-by-step recipes, instructional videos, and FAQs.
- Content Mismatch: A page selling baking equipment without providing the actual recipe or guide.
Mastering Search Intent for Keyword Success
To make search intent work for your business:
- Start with research: Identify the intent behind the keywords you want to target.
- Create tailored content: Match your content type and tone to the audience’s needs.
- Test and optimize: Monitor how well your content performs and adjust to better align with user expectations. Ensure your SEO KPI reporting includes content and keyword specific metrics.
Search intent is the compass that guides your SEO strategy. By mastering it, you’ll not only improve your rankings but also ensure your content genuinely resonates with your audience. Ready to take your SEO game to the next level? Start choosing keywords with intent in mind! And if you need help or this all seems a bit overwhelming, check out our quarterly SEO workshops or book a free consultation call to see how we can help!
