In the world of Search Engine Optimisation (SEO), it can be easy to focus entirely on aspects like rankings, backlinks, and keyword performance. But there’s a more fundamental question every marketer should be asking: ‘what is the user really looking for when they type this into Google?’ This is where search intent becomes essential.
If your content doesn’t match the reason behind someone’s search, no amount of optimisation will help it perform well. Google has made it clear that content must serve the user’s intent to earn visibility, and this just highlights the importance of search intent.
In this blog, we’ll explore search intent in SEO in more detail, including what it is, why it matters, and how to successfully implement it effectively into your SEO strategy.
What is search intent?
Search intent, also known as user intent, refers to the purpose behind a particular search query. In other words, it’s the reason why someone made that search. They may want to buy something, learn something, compare two solutions, or just find a specific page.
Search engines like Google use sophisticated algorithms to interpret the intent and deliver the most relevant content in response. That’s why two searches using similar keywords can return completely different results, based on what Google believes the user wants.
What are the different types of search intent?
Understanding the distinction between similar keywords is key to the success of search intent in SEO. The best way to understand this is to first understand the four primary types of search intent.
Informational intent
This type of intent is where the user is looking to learn something or gather more information on a particular topic. This could include pieces of content such as blog posts, how-to guides, video tutorials, or explainer pages, where you provide informational content around a subject.
Some example searches might include:
- ‘What is search intent?’
- ‘How does digital marketing work?’
- ‘Tips for small business branding’
Navigational intent
With this intent, the user will already know about your site or brand and they’re using Google to get directly to you. The type of content that is relevant to this search intent would include branded landing pages, your homepage, and account login pages for example.
Some example searches might include:
- “Fifteen Design website”
- “Fifteen LinkedIn page”
- “Canva account login”
Transactional intent
A transactional search intent is when a user is ready to act. They may be ready to buy a product or service, book an appointment, subscribe to a newsletter, or download a document for example. The content pieces you would need for this type of search would be product or service pages, high-converting landing pages, and seamless checkout pages.
Some example searches might include:
- “Sign up for SEO audit”
- “Download product brochure”
- “Buy ergonomic office chair”
Commercial intent
This type of search intent is where the user is comparing their options before making a decision. Essentially, they’re not quite ready to buy, but they’re close, so they might be comparing you to your competitors, or comparing your products or services. Content that would appeal to these users include case studies, review content, testimonials, and comparison guides for example.
Some example searches might include:
- “Best email marketing software UK”
- “Shopify vs WooCommerce”
- “Top-rated laptops under £1,000”
Why is search intent important?
When it comes to search intent, you could write the best piece of content in the world, but if it doesn’t match user intent, it’s unlikely to perform well. As previously mentioned, Google wants to serve users with content that isn’t just relevant to the keywords targeted, but also content that is relevant contextually and purposefully.
Here are some other reasons why search intent is important:
- It can improve your rankings – when your content aligns with the intent behind a query, you have a better chance of ranking higher in search engine result pages (SERPs).
- It can boost user engagement – when users find what they’re looking for, they stay on your site for longer, click more, and explore deeper – all of which are positive signals to search engines.
- It can increase conversions – if someone is ready to buy, a product page will convert better than a blog post. If they’re researching, a helpful guide builds trust. If you match the intent, the conversions will follow naturally.
- It future-proofs your content – search algorithms are ever-evolving, but their direction is clear: to provide a better user experience. Building content around search intent means you’re aligned with this long-term trajectory.
How to implement search intent in SEO
Now that you have a better understanding of the different types of search intent, it’s time to implement it into your SEO strategy. Here are some key steps to creating practical, high-performing content for search intent.
- Step 1: Research the intent behind each keyword – before you write anything, Google your target keyword. What kind of content currently ranks? Is it blogs, product pages, videos, or guides? This will give you inspiration.
- Step 2: Match the content type and format to the intent – don’t create a blog post for a transactional query, or a product page for an informational one. You should mirror what the user expects – and what Google is rewarding.
- Step 3: Build content clusters around each intent – one way to do this is to start by addressing informational searches with blog content. Then build out supporting landing pages or product pages for commercial and transactional queries. This will help support the full journey.
- Step 4: Use clear structure and intent-focused language – make it obvious that your content matches the query. This can include using headings, FAQs, and internal links to guide the user through the experience.
- Step 5: Optimise your metadata and UX for intent – your meta title and description should clearly reflect that content’s purpose. And once the user lands, they should be guided smoothly to their goal – whether it’s to learn or to buy.
Need help with search intent in your SEO?
When it comes to search intent, it’s important to ensure your content not only matches user intent, but that it’s also authentic and speaks to people on a personal level to truly appeal to your intended audience – and Google for that matter.
Whether you’re planning a content strategy, refining your user journeys, or looking to boost organic visibility, we can help. At Fifteen, our SEO specialists use search intent at the core of every campaign, helping you attract the right users, at the right time in their journey, with content that genuinely performs.
Don’t hesitate to get in touch with us today and learn how we can make your SEO more intelligent, targeted, and effective.
