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Did you know that over 90% of online experiences begin with a search engine?
When users type queries into search engines, they have specific goals in mind, and deciphering these goals is a huge factor for creating effective content.
Understanding keyword intent and its importance is the difference between creating content people love and content that goes unnoticed.
By identifying what users truly seek, you can tailor your content to meet their needs, increase user satisfaction, and improve your search engine rankings.
Keyword intent is only part of keyword research and strategy – a truly essential process we focus on before we even start creating content.
What is Keyword Intent?
Keyword intent, or search intent, refers to the purpose behind a search query.
Is a searcher looking to buy, learn, or locate a particular site?
The intent behind searches can typically be grouped into four categories:
Informational intent
Users are seeking information or answers to specific questions.
For example, a search query like “how to plant a vegetable garden” shows a user looking for guidance on gardening.
Navigational intent
Users want to find a specific website or page.
An example is searching for “Facebook login” or “New York Times homepage.”
Commercial intent
Users are researching products or services with the intent to make a purchase in the near future. An example would be “best smartphones 2024” or “top-rated running shoes.”
Transactional intent
Users are ready to complete a purchase or specific action. Queries like “buy iPhone 13” or “order pizza online” illustrate this intent.
Recognizing these categories helps tailor your approach to meet potential customers right where they are.
Consider a boutique gardening store that customizes its online content to cater to various search intents.
By focusing on transactional keywords like “order organic seeds online” and informational keywords such as “how to start a vegetable garden,” the store successfully attracts gardeners at different points in their gardening journey, meeting their specific needs and nurturing deeper relationships.
How Can I Identify the Intent Behind a Keyword?
Pinpointing the intent behind a keyword requires both intuition and analytical thinking.
Consider the keyword itself — is it phrased as a question like “how to make a sponge cake,” indicating the need for information?
Or does it direct toward a purchase like “sponge cake near me”?
Step-by-Step Approach
Examine the Language
When users exhibit transactional intent, they are ready to make a purchase or complete a specific action, often indicated by phrases like “buy,” “price,” “sale,” “discount,” “order,” “coupon,” “free trial,” “download,” “purchase,” “book,” and “subscribe.”
In contrast, informational intent is shown by users seeking knowledge or answers to specific questions, with queries starting with “how to,” “why,” “what is,” “best way to,” “guide,” “tips,” “tutorial,” “benefits of,” “reviews,” “examples of,” and “explained.”
Navigational intent is displayed when users aim to find a specific website or webpage, using brand names, website names, or terms like “login,” “sign in,” “homepage,” “official site,” “contact,” and “customer service.”
Lastly, commercial investigation intent is seen in users researching products or services before making a purchase decision, with queries containing words like “best,” “top,” “compare,” “review,” “vs,” “pros and cons,” “affordable,” “recommended,” “cheapest,” and “features.”
Check the SERPs
Look at the types of content that are ranking.
Are they blogs, product pages, or tutorial videos?
Use SEO Tools
Tools like SEMrush and Ahrefs provide insights into keyword trends and volumes, aiding in intent analysis.
Why is Keyword Intent Important for SEO?
Tailoring your content to keyword intent improves the user experience by providing the information people are searching for.
This alignment not only boosts your SEO rankings but also increases the likelihood of attracting genuine interest and conversions.
For example a tech company refined its content to mirror the intent of its target keywords.
By developing in-depth guides for informational queries and detailed product pages for transactional searches, they witnessed a significant rise in both traffic and conversions — a 50% increase in organic visits and a 30% uptick in sales over six months.
To Sum It Up
Grasping keyword intent helps you create content that truly resonates with your audience.
By matching your content with what people are searching for, you can improve your search engine rankings and drive more conversions.
Keyword intent guides you to your audience’s needs, whether they’re looking to learn, find a site, compare products, or make a purchase.
Use the tools and tips we’ve discussed to identify the purpose behind search queries and tailor your content accordingly.
This approach will help you create valuable, relevant content that stands out and builds a loyal audience.