It used to be easy to rank on Google SERPs with keyword stuffing, a few backlinks, and some discreetly placed entities. 

Not anymore! 

Google is smarter, and with recent algorithm updates, they use search intent which refers to why a user searches for something online, to show results that most closely align with the user’s search query. Hence, you must align your content with customers’ search intent to meet their needs at every stage in the buyer journey. 

When writing, ensure that you are providing answers to all the questions readers can come up with on that topic. Optimizing your content for a specific search intent can help you achieve this.

In this article, we’ll examine the meaning of search intent, types, how to detect the search intent behind a keyword, and how to optimize your content for search intent. Let’s get to it. 

What is Search Intent?

Search intent is the purpose or goal a user aims to achieve by searching a term on Google or any other search engine. It is the specific motivation a user has in mind when conducting an online search.  

For example, if you search “What is SEO?” The intent behind this search is to seek information on SEO, which is informational search intent.

Another example is when someone is ready to purchase a laptop and searches “affordable laptops.” The intent behind this search is transactional because they are ready to buy and are seeking information on affordable prices or discount sales to take advantage of.

With these examples, it is clear that understanding search intent can help you to identify where the user is in the buyer’s journey. 

In the first example, the user is at the awareness stage, where they want to get information. For the second example, the user is at the conversion stage, where they are ready to buy!

4 Types of Search Intent 

There are four types of search intent that you can align your content with, in the user’s journey: 

1. Informational search intent
2. Navigational search intent
3. Commercial search intent
4. Transactional search intent

1. Informational Search Intent:

Informational search intent means that your users want to get informed about a topic. It is a fundamental search intent, which has a wide range of searches. 

Content that provides comprehensive information on the topic has a higher chance of ranking for this search intent. Informational searches can either be specific or broad. 

For example, if someone hears about content marketing for the first time, they are likely to search “What is content marketing?” This is a specific search query.

In the image above, Google gives a short definition of content marketing. Hence, the user may not have to click any article to get their answer if this is what they came for. However, in situations, when they want an in-depth answer, they can go further to click on any of the content appearing on the SERPs.

Now, an informational search occurs at the awareness stage in the buyer’s journey, with the use of Top of the Funnel (TOFU) keywords, to seek general information on a topic or industry.

Other examples of keywords targeted at informational search intent include:

• How to create a content strategy
• Who is the richest man in the world?
• E-commerce
• What is SEO Copywriting?

Why informational search intent is important

With informational content, you can provide comprehensive answers to specific search queries as they relate to your business offerings. Thus, positioning yourself as an authority in your field to aid trust and sales. 

How to optimize for information search intent

To optimize for informational search intent, build a topic cluster on informational topics to write on, related to what you want to be known for.

Examples of content that can be optimized for informational search intent include: 

• Guides
• Infographics
• How-to
• Listicles
• Tutorials
• FAQs
• Checklists

2. Navigational Search Intent

Navigational search intent applies when a user searches for a specific subject online. It is targeted at a specific website, product/service, page, address, etc. 

For example, if someone searches “SEMRush”. Here, Google would immediately rank SEMRush’s website and related pages on the SERPs.

Here are other examples of searches that have navigational search intent. 

• Instagram 
• Zenith Copy Topic Cluster Course 
• Ahrefs tools
• Zoom Customer care

Why is navigational search intent important for your business?

First, navigational search queries target you directly which is enough reason to pay attention to them. Also, they show that the user wants to do something specific on your website since the keyphrase searched would contain the name of your brand, as shown in the examples above.

How to optimize for navigational search intent

To satisfy navigational searches, your website must be easy to navigate. Also, use descriptions and tags to make people quickly find the information they need.

For example, if someone wants to find the address to your physical store, they should be able to do so with ease. 

Examples of content that can be optimized for navigational search intent include:

• Home page 
• About Us page (This should include relevant information, such as office address, email address, phone number, map listings, etc.)
• Product landing pages
• Product Listing 

3. Commercial Search Intent:

Commercial search intent is also known as investigative search intent. It is used in comparing and investigating products/services and is a combination of informational and transactional intent. 

When users have commercial intent, they first seek information on the product, and then they decide on the brand to buy from, based on the information obtained.

For example, if you want to choose a Content Management System (CMS) for your blog; and you are not sure whether to use WordPress or Wix. Here, your search intent would be commercial, since you are trying to decide on either of the CMS tools to use.

In this situation, Google would show content that compares both tools, to help you decide. A commercial keyword would be something like “Wix VS WordPress”

In some other situations, the searcher may have adequate information on the products, however, they need information to pick the best based on their specific needs. 

Now, commercial search intent is not only satisfied with comparison posts, as other content formats like reviews, product demos, product descriptions, etc also do the job. Also, since commercial searches are conducted at the consideration stage in the buyer journey, they are Middle Of The Funnel (MOFU) keywords.

Examples of keywords targeted at commercial search intent include:

• Google Meet Review
• Best Keyword Research Tool
• Moz VS Ahrefs
• Cheapest AirPod brand

Now, why should you write content that targets commercial intent?

Commercial search intent is key because it is used when users are about to make a purchasing decision. So, prioritize them by writing comparison content, where you pitch your product with other alternatives and emphasize how your tool solves specific user problems better than others. 

How to optimize for commercial search intent

Start by pitching your product against your competitor’s, then highlight how your product stands out from theirs. 

Examples of content that can be optimized for commercial search intent include:

• Product Comparisons
• Alternative posts
• Product reviews
• Case studies 
• Round-up posts 

4. Transactional Search Intent:

You use transactional search intent when you want to perform an action. This could be to sign up for a mailing list, download an eBook, buy a product, subscribe to a service, etc. This means that transactional search intent is not only limited to when people want to buy.

Transactional keywords indicate that your customers are ready to convert. So, you need to use key terms on your website that make it easy for them to do so. 

For example, if someone wants to purchase a course on Udemy, a transactional keyword would be “discount on Udemy courses”. This shows that they are ready to buy/convert. 

Examples of keywords targeted at transactional search intent include:

• Buy SE Ranking subscription
• Price of Gucci bag
• Discount on Tecno phones
• Netflix Subscription

Why should you care about transactional searches?

First, it impacts the business’ bottom line, in terms of conversion and sales. They are also your Bottom of the Funnel (BOFU) and money keywords, used by users who are ready to make buying decisions. 

How to optimize for transactional search intent

To optimize for transactional keywords, create product pages with your products/services. Then state their prices, alongside a clear CTA, to help users take the desired action.

You should also make the conversion process easy, by having a straightforward conversion process. 

Examples of content that can be optimized for transactional search intent include:

• Service pages
• Plans and Pricing pages
• Testimonials pages

5 ways to Identify the Search Intent Behind Keywords

Knowing how to identify the search intent behind keywords helps you create the right content that suits the right intent. Let’s examine some ways to do this:

1. Study the SERPs

The almighty Google SERPs come to our rescue here. To do this, search for a keyword, then study the top results that pop up on the first page, as they are the ones closely matched to the search intent. 

Let’s get practical and search the keyword “e-commerce.”

The results obtained from this search are content that provides answers to what e-commerce is, its types, purpose, etc. This shows that it is informational, seeking to give us complete information on the topic. 

Let’s check the SERP results for the keyword “Zenith Copy Topic Cluster Course.”

For this, Google takes you directly to the site where the course is hosted showing that the user knows exactly where they want to go. This is a navigational search. 

2. Look out for the People Also Ask Section on the SERPs

This is closely related to analyzing the SERPs to determine the intent behind a keyword. 

When you search for a term on Google, the SERPs will bring up a “People Also Ask” section, which when closely examined, its questions can reveal the intent behind a keyword to you. 

How? The section tells you the exact questions that people are asking about that keyword; thus, pointing to what they want to read about that topic. The People Also Ask section is also great for building out the subheadings to feature in a piece of content or for the FAQs section on questions people want answers to. 

3. Analyze the Related Searches Feature on the SERPs

The Related Searches feature on the SERPs also reveals the search intent behind keywords. For example, if you search “best keyword research tool”, and check the related searches section, this is what you will get:

In that image, various keyword tools, such as Google Keyword Planner and SEMRush are featured. 

This helps you know that the keyword is targeted at comparing and finding out the best keyword research tool there is. Thus, it has a commercial intent.

4. Examine the modifiers in each search result on the SERPs

Analyzing the SERPs is not the only way to detect the intent behind a search term. You can also examine the keyword modifiers to determine their search intent.

For informational search intent, check for words like: what, why, how, who, when, where, etc. 

For navigational search intent, check keywords that contain the name of a specific brand or product, such as Netflix, SEMRush, Zenithcopy, etc.

For commercial search intent, check words like best, cheapest, versus, alternatives, etc.

For transactional search intent, check words like buy, coupon, discount, price, shipping, etc.

5. Use keyword research tools

Another way to identify the search intent behind keywords is to use keyword research tools. With SEMRush Keyword Magic Tool, you can know the search intent behind a keyword, when you search the keyword on the tool. 

Here is an example of such a result from the tool for the keyword “dog food”

Source: SEMRush blog

Also, with the SEMRush Keyword Overview tool, you can view the intent behind a keyword. See the example below. 

Source: SEMRush blog

Check other keyword research tools with this feature, to detect the search intent behind your keywords.

Writing Content that Satisfies Search Intent

Satisfying search intent is like giving water to a thirsty man and food to a hungry man; you’ve satisfied each person’s needs at the right time, and they will be forever grateful. The same applies to your readers. They want something now, and if your content can satisfy that need, they will stay and consume it.

By satisfying user’s intent, you can reduce the bounce rate on your website, and reach a wider audience, since people are more likely to share a post that meets their needs with others, than one that goes off the point. So, while writing quality content is good, ensuring it satisfies search intent makes it much better. 

I hope you found this post helpful. You can leave a comment below and share this with others.