Keyword research is probably already a major part of your content strategy, but consider this: two people searching for the same keyword might have completely different goals.
This is where search intent comes into play.
Search intent refers to why a user looks for something online.
We know Google’s goal is to answer a user’s question clearly and quickly, so mastering search intent is the key to driving more traffic, better rankings, and higher conversions. How is this accomplished? Let’s dive in!
- Why Does Search Intent Matter?
- The 4 Types of Search Intent
- The 3 C’s of Search Intent
- How To Determine Search Intent
- Understanding Local Search Intent
- How To Track Search Intent
- Search Intent Best Practices
Why Does Search Intent Matter?
Search intent is the foundation of SEO and content marketing best practices because Google’s algorithm aims to match users with the most relevant results. You could have a brilliantly written piece of content full of all the right keywords, but it won’t rank well if it doesn’t align with search intent.
By thoughtfully matching content to customer search intent, businesses can:
- Reduce bounce rates and pogo-sticking
- Improve rankings by signaling relevance to Google
- Increase click-through rate (CTR) and user engagement
- Drive qualified organic traffic that converts into leads and sales
- Enhance overall user experience, leading to higher retention and brand trust
The 4 Types of Search Intent
Approximately 8.5 billion Google searches are made every day, according to Semrush. Each of these searches can be placed into one of four categories: informational, navigational, commercial, or transactional. These categories correspond to stages of the buyer journey.
Informational
Informational searches, also called investigational searches, occur when users are looking for knowledge. According to research, the majority of all web searches are informational. These queries often start with words like “how to,” “what,” “why,” or “guide to.” Examples:
- “What is project management?” – Seeking a basic definition
- “How to create a project timeline” – Learning a skill
- “Benefits of using project management software” – Understanding value
- “Project management methodologies explained” – Seeking knowledge
Navigational
Navigational searches occur when users look for a specific website, portal, or page. Examples:
- “Asana login” – Accessing a specific tool
- “Monday.com website” – Finding a company’s site
- “Project Management Institute certification” – Locating a specific resource
Commercial
Commercial searches signal that a user is considering a purchase but wants to compare options first. Examples:
- “Best project management software for small business” – Comparing solutions
- “Asana vs. Trello review” – Evaluating options
- “Project management software with time tracking” – Seeking specific features
Transactional
Transactional searches indicate that the user is ready to take action, such as purchasing a product or creating an account. Examples:
- “Buy project management software” – Ready to purchase
- “Download free project management templates” – Acquiring a resource
- “Sign up for project management course” – Enrolling in a program
You can remember the four types of search intent with the catchy phrase “do, know, or go.” The word “do” is connected to commercial or transactional searches, “know” refers to informational searches, and “go” refers to navigational searches.
The 3 C’s of Search Intent
A useful framework for breaking down search intent is the “3 C’s”: content, context, and customer. By carefully considering these three elements, websites can deliver content that better aligns with their readers’ needs.
Content: What Type of Information Is the User Seeking?
Different searches require different content formats, so the first step in addressing search intent is determining the type of content users expect to find. Here are a few examples:
- “How to fix a leaky faucet” indicates informational intent, so a how-to guide or short video would be a good result.
- “Best smartphones under $500” indicates commercial intent, so customer reviews and product comparisons would be useful.
- “Buy running shoes online” indicates transactional intent, so product pages would be the right content to display.
To align your content with search intent, start by analyzing the top-ranking pages for a certain keyword and noting what kind of content you see.
Context: When and Why Is the User Searching?
Search queries aren’t random. The context in which they happen matters, and the same keyword can have different meanings depending on the user’s unique situation. Here are a few contextual factors to consider when it comes to search intent:
- Device: A user searching for “best pizza near me” on their mobile phone likely wants a local restaurant they can order from or physically go to ASAP, while a different person typing the same search from a desktop computer could be researching reservations for a later date.
- Time of day: Searching “how to fix a leaking pipe” at 2 AM might indicate a major plumbing emergency, while the same search on a Sunday afternoon could be from a DIY enthusiast.
- Time of year: A search for “best gifts for dad” in June is likely about Father’s Day presents, while the same search in December would be connected to Christmas shopping.
- Location: A search query for “football schedule” in the United States refers to the NFL, while in the UK, it’s probably about soccer.
You can check out all of these factors in Google Analytics and see exactly where your site’s traffic is coming from. By understanding these contexts, you can better optimize your content for local search, mobile devices, and seasonal trends.
Customer: Who Are They?
Demographics such as age, income, profession, location, and interests will influence what users search for and how they phrase their queries. For example, a college student searching for “best budgeting apps” might want free, beginner-friendly options.
On the other hand, a mid-career professional searching for the same term may want advanced features and premium tools.
These nuanced customer profiles can help you adapt your content strategy to match different preferences and pain points.
How To Determine Search Intent
To accurately determine a keyword’s search intent, you’ll need to apply the 3 C’s to analyze search results, predict SERP evolution, and consider user-specific factors like location and device.
Ready to further break down search intent with a strategic approach? Here’s a step-by-step guide:
1. Analyze the SERP
One of the most effective ways to determine search intent is by simply examining the search engine results page (SERP) for a given keyword. Google custom tailors SERPs based on what it believes best satisfies search intent, so reviewing the top-ranking pages can give you instant insight.
Here are some key elements to check:
- Content type: What kind of content is dominating the results? If blog posts appear first, the search intent is likely informational. If product comparisons and reviews stand out, the search intent is probably commercial. If you see a lot of product pages, the search intent is likely transactional.
- SERP features: What additional elements does Google display? These are clues for search intent. Featured snippets mean users want quick, straightforward answers, but product carousels indicate transactional intent. Meanwhile, a local map pack points to local search intent.
- Images/videos: What kinds of images and videos are connected to the search term? Do you see lifestyle photography, infographics, illustrations, how-to videos, product demos, or mood boards and collages? These can help you come up with ideas for what kind of imagery and graphic design to include in your own post.
Remember: SERPs will change over time! Check your keyword quarterly and see if the top-ranking results are different.
2. Consider the Buyer’s Journey Sales Funnel
Throughout the buyer’s journey, they move through different stages of a sales funnel. These stages can be mapped to different types of search intent.
- Aware of a Problem = Top of Funnel (TOFU): The customer is just beginning to discover a topic or become aware of a problem they need to solve. They are looking for broad information. For example, someone searching “what is project management” may be interested in blog posts, guides, or explainer videos.
- Aware of a Solution = Middle of Funnel (MOFU): The customer is comparing solutions and seeking more specific information about them. For example, someone searching for “best project management software” wants to see comparison articles, product demos, and case studies.
- Most Aware = Bottom of Funnel (BOFU): Bottom-funnel content targets a customer who is ready to take action, like making a purchase, creating an account, or reaching out to a service provider. They might search for something like “Asana pricing,” indicating they want to see landing pages and pricing info.
Each piece of content you create should target one of these three stages. Working in tandem, your content strategy should guide users through the sales funnel.
3. Use Google’s “People Also Asked” and “People Also Search For”
One of the easiest ways to determine search intent is by looking at Google’s “People Also Ask” (PAA) and “People Also Search For” (PASF) sections. These useful features provide real-time insight into what people are looking for and other topics connected to your keyword.
The PAA section consists of questions related to a search query. These questions often reveal:
- The depth of information users expect: Are they asking for definitions, comparisons, or step-by-step guides?
- Common follow-up questions: Do users want basic knowledge (informational intent) or specific guidance on making a decision (commercial intent)?
- The type of content Google prioritizes: If the answers are short and factual, the intent might be informational. If they link to in-depth guides or reviews, the intent could be commercial.
For example, if you search “best email marketing tools”, the PAA section includes:
- “What is the #1 email marketing tool?”
- “What is the easiest email marketing platform to use?”
- “What is the best free email marketing software?”
- “Which email platform is best for small business?”
From these questions, it’s clear that the search intent is commercial, as users are evaluating options before making a decision.
Meanwhile, the PASF section features related searches that users typically look for next. These suggestions can be good clues for search intent. For example, searching “email marketing platforms” might trigger PASF suggestions like:
- “Email marketing software pricing”
- “Email marketing platforms for small businesses”
- “Email marketing tools with automation”
From this, you can determine that searchers are in the consideration phase of the buyer’s journey, reinforcing that the intent is commercial rather than purely informational.
By studying PAA and PASF, you can:
- Match search intent: Structure content to answer common questions upfront.
- Fill content gaps: Address related topics that users commonly explore.
- Write for SEO: Naturally incorporate queries and key phrases that align with user expectations.
Before creating content, always take a few minutes to review PAA and PASF suggestions. This will ensure your final product aligns with what searchers actually want, increasing its chances of ranking and driving qualified traffic to your site.
4. Predict SERP Evolution
Google is constantly evolving how it presents information, so predicting how a SERP might change can give you a competitive edge.
- Is a certain holiday or event coming up? Will people associate it with your keyword?
- Is there an AI Overview result for your chosen keyword? If so, what sites does it link to in support of its claims?
- Do you notice more and more results coming from Reddit or TikTok? This could suggest Google is prioritizing real user perspectives over traditional blog content.
Instead of focusing solely on keywords, analyze SERP behavior, user context, and evolving trends to stay ahead of your competitors and maximize your SEO success.
Understanding Local Search Intent
Local search intent refers to users looking for products, services, or information in a specific geographic area. These searches reflect immediate needs, such as finding a nearby restaurant, retail store, or repair service.
Since Google prioritizes results that match the user’s location and intent, optimizing for local search intent is crucial for businesses that rely on regional customers.
Search intent varies geographically, so a keyword’s meaning can change based on the user’s location. For example, searching for “best pizza place” on your phone while you’re in New York will show different results than if you did the same search in Chicago.
Here are a few strategies to optimize content for local search intent:
- Use location-specific keywords: Incorporate the city, neighborhood, or region names in key areas like titles, meta descriptions, and headers. For example, instead of “best espresso martini,” optimize for “best espresso martini in Austin” or “top bars in downtown Austin.”
- Optimize your Google Business Profile: Ensure your business’s profile is complete with updated business hours, contact details, and appealing photos. Google prioritizes businesses with higher ratings and positive reviews.
- Create localized content: Publish blog posts, guides, and location-specific landing pages that cater to local interests. For example, a real estate agent in Miami could write a blog post about the “Top 5 Family-Friendly Neighborhoods in Miami.”
- Leverage local links: Try to get featured on local directories and locally relevant blogs.
Google’s local search algorithm takes proximity, relevance, and prominence into consideration when displaying results. This makes local SEO essential for businesses that want to capture high-intent searchers.
How To Track Search Intent
Understanding search intent and optimizing your content accordingly is an ongoing process. As search behaviors change and evolve, Google continuously reshapes and refines its algorithm to better match users’ needs. Tracking search intent over time ensures your content remains relevant, ranks well, and meets ever-shifting user expectations.
To effectively track search intent, keep an eye on the following key metrics:
Click-through rate (CTR)
A high CTR suggests your content aligns well with search intent, while a low CTR may indicate a mismatch. For example, your title or meta description may not reflect what users expect from the query;
How to analyze: Use Google Search Console to monitor CTR trends for specific queries and pages.
Bounce Rate and Dwell Time
A high bounce rate (users leaving your page immediately) could also signal that your page isn’t answering the needs of the users. Alternatively, longer dwell time suggests users are finding value in your content, as Google sees longer user engagement as a signal of content relevance.
How to analyze: Track these metrics in Google Analytics or GA4 under Engagement > Engagement Time per Session.
Changes in SERP Features
If your page was ranking, but videos, local packs, or product listings have replaced it, the dominant search intent may have changed. For example, a blog post ranking for “best running shoes” may drop if Google shifts toward product pages instead of reviews.
Routinely check whether Google is favoring a different type of content and what is getting featured in knowledge panels. PAA and PASF also come into play here.
How to analyze: Regularly search your target keywords in incognito mode and track SERP features.
Conversion Rate and Goal Completions
If a transactional or commercial-intent page isn’t converting, users might not be getting adequate information to make a decision and close the deal.
How to analyze: Track form submissions, purchases, or lead generation in Google Analytics under Conversions > Goals.
Search Intent Best Practices
Want to know how to write for search intent? Instead of just focusing on keywords relevant to your business, dive deep and think about the “why” behind the search. This will help you create unique content that brings value to your audience. Here are a few more pointers:
Write With the User in Mind
Know your audience. Target customers at the right time and anticipate their needs. It’s beneficial to develop user personas with different levels of awareness and map your content strategy to them. Remember, you’re not just writing for SEO — you’re writing for real people in need.
Optimize Title Tag and Meta Description
These are the first things users see on a search engine result page, so make them count! Always use your keyword in your title tag and meta description, and make sure they’re the right length (50 to 60 characters for titles and 150 to 160 characters for meta descriptions).
Segment Keywords by Intent
Categorize keywords into informational, navigational, commercial, or transactional. Use tools like Ahrefs or SEMrush to analyze search volume and intent shifts during your ongoing keyword research.
Test Different Content Formats
Try videos, guides, FAQs, and more to see what best satisfies search intent. Look for engagement patterns. Do users interact more with certain types of content? Adjust CTAs, content depth, or formatting based on intent signals.
Continue To Refresh Existing Content
Content is not a “set it and forget it” endeavor. Check back and reassess SERPs as you continue to refresh content every quarter. Look at top-ranking pages and conduct a content gap analysis to see what you’re missing. Consider internal linking opportunities if you’ve since added pages that would be relevant to link to.
By consistently monitoring search intent and adjusting your SEO strategy, you can stay ahead of the game and ensure your content remains visible and engaging.
To Deliver Helpful Content, Keep Search Intent in Mind
To craft click-worthy content, understanding search intent is only one piece of the puzzle. Elevate your SEO strategy and reach the audiences that truly matter with Siege Media.
Get in touch to learn more about our content strategy services and how to optimize for search intent today!
