Search intent refers to the purpose behind a user’s search query. When you enter a query into Google, you seek a specific type of result. Since a search engine’s primary function is to answer users’ questions, creating content that aligns with their search intent increases the likelihood of ranking for relevant keywords.
Sometimes, the intent behind a search is straightforward. For example, if someone searches “flights to New York in July,” it’s evident they want to find travel options. However, a query like “pain au chocolat” is less obvious. The user might be searching for a recipe, a nearby bakery, or information about the pastry’s history.
Google continuously refines its algorithm to interpret user intent better. It does this by tracking the links people click on, assuming these results closely match the searcher’s intent. For instance, if more users click on recipes for “pain au chocolat,” the search results will adapt to prioritise that type of content for the query.
Why is search intent important?
The primary goal of SEO is to boost a website’s visibility in search engine results. Creating relevant content is essential to achieve this, as relevance is a key focus for Google. When your content directly addresses people’s questions, your chances of ranking for those queries improve. Content that satisfies user intent is more likely to rank higher in search engine results pages (SERPs), attract better click-through rates, and see higher engagement.
Optimising for search intent also strengthens your website’s authority. Providing valuable, relevant information demonstrates your expertise, helps build trust with your audience, and drives more traffic and leads.
The four different types of search intent
There are four main types of search intent: informational, commercial, transactional, and navigational. Here’s what each one means:
Informational intent – This type of search is when someone is looking to learn more about something. It might be framed as a question, like “why do trees have rings,” or be less direct, such as “dog refusing to go for a walk.”
Commercial intent – A search with commercial intent indicates that the user is thinking about making a purchase but needs more information before deciding. Queries like “shark vs dyson airwrap” or “best food processor 2024” are examples of commercial intent.
Transactional intent – Transactional intent means the user is ready to make a purchase or take action, such as signing up for a service. Searches might include “buy Levi’s ribcage jeans” or “subscribe to Netflix.”
Navigational intent – A query with navigational intent shows that the user knows where they want to go but uses a search engine instead of entering the URL. Examples include “Semrush login” or “john travolta imdb.”
How to determine keyword search intent
Sometimes, a user’s keyword intent is clear, but other times, it’s harder to decipher. So, how can you determine search intent?
Examine the SERPs
Since search engine results pages (SERPs) are designed to reflect search intent, reviewing the results for your keywords during keyword research can provide valuable insights. The way the search engine ranks and formats content for a specific term will help you understand which results it considers the most relevant.
- Informational search intent – The SERPs may feature snippets, knowledge panels, or suggestions for related questions.
- Commercial search intent – You might see reviews, shopping ads, or featured snippets when the intent is commercial.
- Transactional search intent – If the user is ready to buy, the SERPs often show product carousels, reviews, and paid ads.
- Navigational search intent – When users are searching for a specific site, the SERPs typically display direct links to the site they’re seeking.
Keywords and Modifiers
While a keyword like “mascara” might be too broad to pinpoint intent, combining keywords with modifiers, such as “best mascara,” gives clearer clues about the user’s intent.
Here are some common keyword modifiers to look for:
- Informational keywords – Words like “who,” “what,” “where,” “when,” “why,” and “how” signal informational intent, as the user is looking for more details. Other resource-related keywords like “tips,” “advice,” and “guide” also suggest informational queries.
- Commercial keywords – Keywords that ask for opinions or comparisons indicate commercial intent. Look for terms like “review,” “best,” or comparison phrases like “vs.”
- Transactional keywords – If the search includes terms like “buy,” “register,” or “order,” it points to transactional intent.
- Navigational keywords – Keywords that involve specific brands, websites, or terms like “login” or “homepage” suggest navigational intent.
How to incorporate search intent into your content strategy
Now that we understand search intent and how to identify it, how can we use it to improve your website’s performance and reach your target audience?
Analyse Your Competitors
Start by reviewing the top-ranking pages for your target keyword to see what’s working for them. What topics are they covering? How is the content structured? What other keywords are they targeting? While it may seem like a sneaky approach, studying what makes their content rank well and applying similar strategies to your own site is a common practice. If you can’t beat them, join them—then outdo them by creating even better content.
Choose the Right Content Types
As you review your competitors, notice the type of content that ranks highest for your search term. For example, a user searching for “best wireless headphones” is likely looking for comparison articles or reviews, not a product page for AirPods. Tailor your content accordingly to ensure it aligns with the user’s intent.
From how-to guides to blogs and videos, the types of content featured in the SERPs can guide you in creating material that best serves your audience’s needs.
Refine Your Keyword Research
When compiling potential keywords for your website, identifying the search intent behind them ensures you target keywords that are a good fit for your site. There’s no value in chasing keywords that don’t align with user intent, as you’ll struggle to rank for them.
Long-tail keywords, though they may have lower search volumes than broader terms, typically reflect more specific search intent and face less competition. For example, “tiramisu” might have more searches than “easy tiramisu recipe,” but if you run a cooking blog, the long-tail term will be more relevant to your content and easier to rank for.
Don’t Overlook Metadata
Meta descriptions are often neglected but play a key role in improving click-through rates by telling users what your webpage is about. If the description doesn’t match what users are searching for, they’re less likely to click on your site.
Ensure all your metadata is properly optimised to signal to searchers that your content is worth their attention.
Need help?
We’re experts in SEO, so if you’re finding it difficult to boost your site’s visibility and need a fresh content strategy, reach out to us! The SEO Consultant Agency is an award-winning firm specialising in on-page and technical SEO. Let us help your business stand out and succeed online.
