A Beginner’s Guide to Search Intent

Search intent refers to the reason behind a search query. It defines and categorises what people are searching for when using a search engine like Google, and delves into why. This blog explores ways to determine search intent and the importance of creating content that aligns with user expectations and needs.

If you’ve ever wondered why some website pages rank high up on Page One of Google, whilst others struggle to get noticed, the answer often boils down to search intent.

The process of keyword research isn’t confined to finding keywords of a high volume anymore, or finding those that are less competitive. An effective SEO strategy involves understanding what people actually want when they search on Google and ensuring that your website content meets user needs.

As a small business owner, understanding and mastering search intent can be the difference between attracting visitors who bounce straight off your site and those who become paying customers. Let’s break down everything you need to know about SEO search intent in plain English.

What is Search Intent?

Search intent, also known as user intent or keyword intent, is the reason behind someone’s search query. It could be to find out more information about a topic, to find a particular brand, business or address, or to make a purchase.

Some pertinent questions remain regarding understanding the search intent of users. Are they looking to buy something? Do they want to learn something new? Are they trying to find a specific website?

Understanding this intent is crucial because Google’s entire goal is to provide the most relevant results for each search. If your content doesn’t match what users are actively looking for, you’ll struggle to rank well, regardless of how many keywords you stuff into your pages (which we don’t recommend, just to clarify.)

Google’s sophisticated algorithms have evolved significantly to move beyond simply matching keywords searched to pages that contain them verbatim. Search engines now use what’s known as semantic search to interpret complex queries and user context. What’s more, Google’s notorious Helpful Content Update in 2022 saw the search giant begin to prioritise genuinely useful and relevant content versus that which is created primarily to rank (often including AI-generated content.)

Types of Search Intent

Informational

This is when someone wants to learn something, find information or obtain an answer to a specific question. They’re often not looking to buy anything during this ‘research’ phase, with them often using words like ‘how’, ‘why’, and other question indicators.

Examples of informational keywords:

• “How to start a small business”
• “What is SEO”
• “Best marketing strategies for local businesses”
• “How to write a business plan”

For informational queries, users want helpful content that answers their questions thoroughly. This is perfect territory for blog posts, guides, and educational, long-format content.

Navigational

Here, users are looking for a specific location, such as a specific website or physical address. They know where they want to go; they’re just using Google as a shortcut. These are the ‘how do I get there’ keywords, with users looking for direct links to a website, page or address listing.

Examples of navigational keywords:

• “Facebook login”
• “Estate agent near me”
• “Official HMRC website”
• “Amazon UK”

For navigational searches, you want to ensure your website appears when people search for your brand name or specific pages on your site. These keywords are important as the user is either looking to visit or purchase.

Transactional

These queries refer to when someone is ready to make a purchase or take a specific action. Much like commercial queries, users are in buying mode and looking for where to complete their transaction, typically specifying a product name, travel location or model in mind.

Examples of transactional keywords:

• “Buy golf clubs UK”
• “Book free will review”
• “Order business cards online”
• “Sign up for email marketing software”

These searches are gold for businesses because they indicate purchase intent. The user knows what they want to buy, but isn’t sure who to buy it from or where.

Commercial

Commercial keywords are used by users who are ready to make a purchase. They may be researching products or services with the intention of buying soon, or looking for something specific, but they’re still comparing options.

Examples of commercial investigation keywords:

• “Best SEO agency in Sussex”
• “Top web design companies”
• “Local SEO Sussex reviews”
• “Professional web design services”

This intent is particularly valuable for businesses that can explain how their product or service satisfies user intent, as they’re actively considering their options.

How to Identify Search Intent

Analyse the Search Results

The simplest way to understand intent is to Google your target keywords and see what appears. Google’s results are your best guide to deciphering what content ranks well for those keywords.

If, after searching, you see mostly:

• Blog posts and articles = Informational intent
• Product pages and shopping results = Transactional intent
• Comparison pages and reviews = Commercial intent
• Brand websites and social profiles = Navigational intent

Look at the Keywords Themselves

Certain words and phrases are strong indicators of intent:

• Informational: how, what, why, when, guide, tutorial, tips, learn
• Transactional: buy, order, purchase, book, get quote, hire, contact
• Commercial: best, top, compare, review, vs, cheap, affordable
• Navigational: specific brand names, login, official, website

Consider the User’s Journey

Think about where someone might be in their customer journey:

• Awareness stage: They have a problem but don’t know the solution (informational)
• Consideration stage: They know solutions exist and are comparing options (commercial)
• Decision stage: They’re ready to choose and buy (navigational and/or transactional)

Align Your Content with the Correct Search Intent

Informational Content

Create comprehensive, engaging, relevant, and educational content that genuinely helps your audience. Think blog posts, articles, FAQs, and how-to guides. This type of content is designed to build trust and position you as an expert in your field. Your content marketing strategy should focus heavily on informational content to attract users early in their journey.

Commercial Content

Develop comparison pages, service overviews, case studies, and testimonials. Show why you’re the best choice without being overly salesy.

Transactional Content

Create clear, conversion-focused pages with strong calls-to-action (CTAs). Make it easy for users to take the next step, whether that’s requesting a quote, booking a consultation, or making a purchase.

Navigational Content

Ensure your business name, address and phone number (NAP) are consistent across your website (in the footer, ideally), your Google Business Profile (GBP) and in relevant industry directories, to foster stronger trust signals and consistency across your digital footprint.

Common Search Intent Mistakes

Mixing search intent on the same page: Don’t try to serve informational and transactional intent on the same page. A user searching “how to write a guest blog” doesn’t want to be immediately sold content writing services.

Ignoring the user journey: Not all users are ready to buy immediately. Create content that satisfies each stage of the customer journey.

Keyword stuffing: Focusing solely on keywords without considering what users actually want will hurt your rankings and conversions.

Getting Started with Search Intent

Understanding and mastering search intent won’t just lead to better rankings; it will help you reposition and optimise your content so that it genuinely serves a valuable purpose to your audience. As a result, not only will your rankings improve, but user engagement and, by extension, conversions will get better too.

In summary:

Audit your current content: Review your existing pages and identify what intent they’re serving

Map keywords to intent: For each target keyword, determine the primary search intent

Create intent-focused content: Develop content that specifically matches each type of intent

Monitor and adjust: Track your performance and refine your approach based on what works

Need further information about how you can turn your content and website into a powerful money-driver for your business? Artemis specialises in helping businesses understand and leverage search intent for better results.

Get in touch for a no-obligation chat to discover how we can help your business grow through strategic SEO, AEO, content, CRO, and other marketing practices, all designed to help you connect with your audience on a deeper and more emotive level.