What is Search Intent?
You’ll have heard of this term before (also known as user intent or query intent) if you’ve watched any keyword research video in your life or if you’ve read some of the articles on this website.
To put it simply, search intent is the reason why a user types a particular query into a search engine.
Understanding this fully allows a webmaster to know and create content that will best suit this need, amplifying their changes to get ranked on Google whilst providing a great user experience.
I’ll cover this in-depth in this article, as well as:
- Why Search Intent is Important for SEO
- The Four Types of Search Intent
- How to Determine Search Intent
- How To Satisfy Search Intent
Ready to learn?
Let’s jump in:
What is Search Intent?
Search intent, or, as it’s mostly known, user intent, is like figuring out why a customer walks into your plumbing shop.
Do they need a quick fix, are they shopping for new fixtures, or just browsing for future projects?
Every search query tossed into Google or Bing is like a customer walking in with a specific goal.
Take, for instance, someone typing in “best plumbers” on Google. They’re not just wandering through the internet without a purpose or ready to pull out their wallet immediately.
Instead, they’re weighing the pros and cons of various options before they commit to picking up the phone and (hopefully) calling your plumbing business.
This is a prime example of commercial intent.
Recognising this, we can tailor our SEO content to align better with what the searcher is looking for, making our site the go-to place for answers they trust.
This isn’t a selfish approach, though: doing this boosts your chances of turning a searcher into a customer.
Why Is Search Intent Important for SEO?
Have you ever wondered how Google decides what shows up when you search for something?
Well, Google’s business model is pretty straightforward: users first, money second.
They are committed to delivering the best possible service by only showing the most relevant and high-quality content matching users’ searches.
This emphasis on quality is why understanding search intent is critical for SEO (Search Engine Optimisation).
If you grasp what users are actually searching for, you can craft content that not only answers their questions but also climbs to the top of Google’s search results.
Google makes this possible by refining its algorithm to understand the intent behind each search better. Its system is designed to select content that addresses the searcher’s underlying needs, not just content that matches the keywords.
If your goal is to rank well on Google, aligning your content with the user’s intent isn’t just helpful—it’s essential.
Here’s how a deep understanding of search intent can benefit you:
- Sharpen Your Content Strategy: Think of it like knowing exactly what tool to grab from your belt. You’re always prepared by targeting keywords that resonate with your audience’s current needs.
- Craft Spot-On Content: It’s like being the neighbourhood go-to plumber who knows the problem and which parts to use. When you understand what your users are searching for, you can create content that directly addresses their issues.
- Boost Your Search Engine Rankings: Search engines aim to provide the most relevant answers. So, when your content directly solves users’ queries, search engines take notice, potentially elevating your site higher up the search results.
- Enhance User Engagement: Just like a reliable plumber who not only fixes the leak but also explains the problem and maintenance tips, content tailored to search intent keeps visitors engaged.
- Increase Conversion Rates: When your content aligns perfectly with what searchers want, you’re more likely to turn visitors into customers.
- Optimise the Buyer’s Journey: Recognising search intent allows you to craft content for every phase, from initial research to decision-making.
- Reduce Bounce Rate: By satisfying searchers’ needs more effectively, you reduce the chances they’ll leave your site to find answers elsewhere.
I’m going to illustrate this now to deepen your understanding.
Using the initial example of “plumbers near me”, which has 60,500 searches per month
Now, let’s say you’re a UK-wide plumbing tool distributor for a second.
Do you think “plumbers near me” will be a good keyword to rank for?
Definitely not.
Despite your affiliation with plumbing and plumbers, your services do not match the intent, as clearly the intent here is that people are looking for a plumber near their home or business address.
So, your typical product pages will not satisfy the intent, nor will a blog post about your business.
However, this does not mean all hope is lost.
If you’re as stubborn as me, you’ll want to rank for this keyword one way or another, but how do you do this?
First, let’s talk about the four types of search intent; so you know what sort of content you should be creating:
The Four Types of Search Intent
Let’s dive into the four main types of search intent with fresh examples tailored for a high school audience, especially those interested in the trades:
- Navigational Intent: Users are looking for a specific online destination, such as “Home Depot official site.”
- Informational Intent: Users are looking for information, such as “how do solar panels generate electricity.”
- Commercial Intent: This is like window-shopping but online. If you’re thinking about investing in high-quality tools for carpentry, you might search “best professional woodworking tools” to see reviews and what’s available.
- Transactional Intent: Here, you’re ready to take action, similar to walking up to the cashier with your purchase. For instance, if you’ve decided on a new Makita cordless drill, you might search “buy Makita cordless drill online” to find the best deal and make a purchase.
Struggling?
Let’s take a closer look with some search intent examples:
1. Navigational Search Intent
Navigational intent is when users are digital homing pigeons—they know exactly where they want to go.
They type in specific brands or services because they have a destination in mind already.
Examples of navigational keywords:
- Netflix homepage
- PayPal account login
- Target store locator
- Twitter support
These keywords are typically branded and crucial for making sure that your target audience lands exactly where you want them on your website.
2. Informational Search Intent:
This is the “curiosity” intent.
Users with informational intent are on a quest for knowledge.
Their searches are often framed as questions and seek to answer the “who,” “what,” “where,” “why,” and “how.”
Examples of informational keywords:
- life on Mars
- tips for baking bread
- history of the internet
- how to reduce carbon footprint
Google more often than not answers specific questions right on the search results page:
For most of these search queries, blogging is the number one content type.
You won’t get much hot traffic, but targeting these keywords with blog posts is a great way to promote your business name and expertise.
Top benefits of targeting informational keywords:
- Visibility: These make up a huge chunk of Google searches.
- Building trust: Share knowledge and become a go-to resource.
- Engaging new leads: Draw in leads that could turn into future sales.
3. Commercial Search Intent
Think of commercial intent as the internet’s window-shopping.
Users gather information but clearly intend to eventually make a purchase.
Examples of commercial keywords:
- comparison of yoga mats
- best smartphones 2024
- Keurig vs. Nespresso
- fastest electric cars
Search results often include reviews and comparisons, so you will want to pull out your best listicles and compare articles if you want to rank for these keywords.
4. Transactional Search Intent
Transactional searches are where intent meets action.
Users are ready to do something specific, like buying a product, signing up for a service, or downloading an app.
Examples of transactional keywords:
- buy vintage vinyl records
- schedule an oil change
- download meditation app
- sign up for coding lessons
These are the terms that directly drive your business’s revenue, catching customers right when they’re ready to take action (enter their credit card details in and make a big fat purchase).
How To Determine Search Intent?
Understanding what people are looking for when they search online is like figuring out what stage of their shopping journey. Here’s a simple way to look at it:
- Awareness Stage: Imagine someone is just starting to get curious. They might type something like “how to do keyword research” because they’re gathering information.
- Consideration Stage: Now they’re getting serious about finding the right tools. They might search “best keyword research tools” to compare their options.
- Conversion Stage: This is where they’re ready to buy. Searches like “Semrush plans” show they’re looking to make a decision.
Why is this important?
Knowing what people want when they type a query into Google helps you create the right kind of content to meet them where they are. It’s a key part of any smart content strategy.
Often, you can guess the intent of a search just by the words used. For instance, questions like “what,” “why,” or “how” usually mean someone is looking for information.
However, it’s not always this straightforward. Sometimes, you must dig a little deeper to understand what someone hopes to find.
This is why I would recommend looking at the ranking landscape to see what is going on;
The best way to really understand what your searchers are looking for and what type of asset Google wants you to create to satisfy this need is to scout what is already ranking on the SERPs.
That’s right; Google already tells you what content you should make based on your rivals’ actions, as they are already ranking them.
For example: Google and users are satisfied with the listicles for the user query below (“best plumbers Manchester”).
If you want to beat your competitors and take the #1 spot, aim to create an even better and more detailed listicle than the ones on the SERPs.
Don’t just stop at a quick look at the search results.
Really dive into at least the top three articles.
Read them carefully, jot down what they do well, see where they might be lacking, and think about any unique perspectives you could add based on what you know.
Here are some simple content tips that can help you create better assets than your competition, no matter the topic or intent:
- Organise Your Content Well: Make sure your article is structured clearly (just like this blog post).
- Keep Your Writing Light and Engaging: Write in a way that’s easy to read and enjoyable (just like this blog post).
- Use Original Images: Include unique photos or screenshots (just like this blog post).
- Be Helpful: Aim to be as helpful as possible with your information (just like this blog post).
- Offer Something New: Give your readers interesting data that they won’t find elsewhere (just like this blog pos)t.
- Do More Than Expected: Provide extra information or create a video to really stand out from your competition (just like this blog post).
Not to blow my own trumpet but you get the idea.
Expert in your field and just want a quick idea of search intent before you crack on?
Keyword research tools, such as Semrush, will also suggest the type of search intent.
Here is what they suggested when I searched the keyword example:
These efforts sometimes aren’t enough, as they are based on SERP data, and if there is little to none of it, it can be hard to figure out the sort of search intent you should be satisfying;
Here’s what to do if there is no intent data to follow:
What if There is No Intent Data?
Sometimes, the quality of content you see may not be up to par, especially if you’re going after a low-hanging fruit (a keyword that is easy to rank for but not many people cover).
The results may not fit the user intent, or it has really thin content.
So you won’t have much to go off of.
Here is an excellent example of really low-quality content on SERPs that isn’t quite matching the intent as well as it can be:
What should you do in this scenario?
Based on the new knowledge you have, thanks to the Four Types of Search Intent section, you’ll have to put your best Sherlock Homes outfit on to figure out the searches intent and the content they are looking for.
This is where expertise in the industry can come in handy; consult your own or, like on Who Wants to Be A Millionaire;
Phone a (professional) friend.
Although it can be hard work to fill the intent so you can rank for these keywords, this is good for you as a webmaster as it presents an opportunity to get a quick win on the SERPs due to lack of any real competiton.
How Do You Satisfy Search Intent?
Now you have all the knowledge on search intent, how do you structure your content so you can satisfy a user’s needs and make the Google overlords happy?
Here are a 4 key things to remember:
Monitor Search Engine Results Page (SERP) Dynamics
Always keep an eye on SERP changes to understand search intent.
If the top-ranking pages for a query change often over six months, it might mean two things: either Google is unsure about the search’s intent, or the user’s intent is evolving.
In such cases, these fluctuating pages may not be reliable indicators of what users are really seeking.
Meaning that, when it comes to the research phase of figuring out what sort of content you should be writing, it might be best to consult your knowledge base on the search query in question rather than the shoddy work of your competitors.
Analyse Your Competitors
Before you jump into crafting new content or tweaking what you already have, spend some quality time analysing your competitors.
They’re high up in the rankings for a reason, and understanding their secrets can be invaluable.
Look at how their content is structured, the key points they highlight, their style, and—crucially—what they’re missing.
This could be your golden ticket to surpass them in the rankings.
Especially if you can bring new insight, data, or even prettier graphs that can set you apart from the people who’ve just scraped content and churned & burned It through AI.
Leverage the '3 C’s of Search Intent'
What are the 3 C’s of Search Content? They are, Content Type, Content Format, and Content Angle.
Here is a bit more about them:
- Content-Type: Identify the primary forms of content in the SERPs, like blog posts, landing pages, or product listings.
- Content Format: Observe whether the leading content uses formats such as tutorials, reviews, comparisons, or lists.
- Content Angle: Determine the unique selling points that make the top pages stand out. This insight reveals what users value most when searching with specific queries.
Utilise SERP Feature Opportunities
Identify if there are specific SERP features like featured snippets, knowledge panels, or local packs that are prevalent for your target keywords.
Tailor your content to these features.
For example, structuring content in a Q&A format can help it appear in featured snippets, while ensuring your business’s strong local SEO can help it show up in local pack listings.
Summary
Understanding the search intent BEFORE you begin writing will make your life (or the lives of your copywriters) much easier.
To put it bluntly, if you don’t put time into doing the research
You might as well not write anything at all.
You’ll just be wasting your time.
If you ever struggle with figuring out the user intent, I would suggest this;
Ask yourself:
What is my audience trying to find on this page?
What would I, LITTLE OL’ ME, be looking for if I were to search such a query in my favourite search engine?
Then, build a well-structured page with this in mind, and you’ll find it hard to fail.