What is search intent?
Picture this: you’ve spent hours crafting a website that strategically maps the client journey. Your design is on point, your copy converts, and you’ve sprinkled keywords throughout everything like a pro. And yet…it’s still crickets when it comes to traffic.
Why does that happen? Because it’s not enough to just use the right keywords. You have to use keywords the right way. And to do that, you have to understand what people are looking for whenever they search for given keywords–aka search intent.
What is search intent? In short, it’s why people are searching for a given keyword.
In this blog, we’re going to break down what keyword search intent is, the four types of intent (and how to spot them), and how to avoid common mistakes.
Let’s dive in!
What is keyword search intent?
Simply put, keyword search intent is what people actually want to find whenever they type something into Google. Sometimes, you’ll see it called user intent or keyword intent – those phrases all mean the same thing!
There are four types of search intent you need to know about:
- Informational
- Navigational
- Commercial
- Transactional
Why search intent is so important
The TLDR: Search intent is very important to Google–which means that it’s important to you if you want to rank highly in Google’s search results!
Here’s the thing: Google’s number one goal is ultimately to give users the best possible answers and results whenever they perform a search. And that’s about more than just keywords–it’s about what users hope to accomplish whenever they type them into the search bar.
For instance, when someone searches “[city name] neighborhood guide,” they’re not just looking for a list of neighborhoods or even property listings. They likely want to get a sense of the local market, weigh the vibe and amenities of different neighborhoods, and figure out which parts of the city seem like a good fit.
A realtor who understands this intent might create content that goes beyond just listing properties. They could offer neighborhood guides, market trend analyses, home-buying tips, and showcase their expertise in the local area. This approach addresses the searcher’s broader goals, potentially making the realtor’s website more valuable in Google’s eyes and more likely to rank well for relevant searches.
Just remember this: if your content aligns with search intent, Google is far more likely to bring up your page in search results and send people to your website. In other words, if you want to rank highly for a search term and convert clients from website traffic, your keywords need to match what people want to do when they search for them.
Search intent…
- Helps you create content that actually answers people’s questions or gets them where they want to go
- Improves your chances of ranking higher on Google
- Lowers bounce rates and keeps people on your site for longer
- Helps you attract more qualified leads
The four types of search intent
I mentioned the four types of search intent earlier:
- Navigational
- Informational
- Transactional
- Commercial
Now, let’s dig deeper into each one, so you can recognize them and create content accordingly.
Informational intent
Informational intent is all about gathering information and learning. People who search with informational intent are looking for knowledge, answers, or how-to guides. They’re in research mode, trying to understand a topic or figure out how to do something.
Look for question words like “what,” “how,” and “why,” or phrases like “guide to” or “ways to” in keywords to determine if they’re informational intent. A lot of blog and social content is based around answering informational intent, because it’s the type of content that positions you as an expert and gets you showing up in lots of different search results in your niche.
Some examples of informational searches are:
Navigational intent
Navigational intent is when someone is looking for a specific website or page. They already know where they want to go; they’re just using Google as a shortcut to get there. Most of the time, these searches will include brand names or specific website names (and that’s what will feature prominently in search results.)
Examples of navigational searches:
- Southern Creative Launch Week
- “Your business name” services
- Southern Creative Co
Commercial intent
Commercial intent is when someone searches with the desire to make a purchase soon–but they’re still in the consideration phase. They want to weigh their options or compare what’s out there to find the best deal. Comparison terms like “best,” “top,” “vs,” or “review” usually signal a commercial search intent. Commercial intent keywords are also a great opportunity to create content that helps people compare or decide between options!
Examples of commercial searches:
- Best Disney World Hotel 2024
- WordPress vs. Squarespace
- Best Interior Designers Raleigh NC
- Top Realtors near me
Transactional intent
Transactional intent means someone is ready to make a purchase or specific action. It’s similar to commercial intent–except these people aren’t considering purchasing. They are ready to buy or sign up for something right now. In other words, these keywords can potentially directly convert and make money.
Action words like “buy,” “order,” “purchase,” or “download” signal transactional intent. So, these searches will often have shopping ads or merchant listings in the top results.
Examples of transactional searches:
- Book hotel in Paris
- Bookkeeper for small businesses
- Free Flodesk trial
How to find keyword search intent
Now that you know the four types of search intent, let’s talk about how you can do some research and find out the search intent of a given keyword. Research is an essential step in the process, even if the intent behind a keyword seems pretty straightforward. Looking at what else is out there and showing up in search results lets you know if you’re on the right track when creating content for that keyword (and it gives you a HUGE boost on figuring out what you need to include in your content if you want to rank, too.)
1. Check out the search results
Search engine results pages (SERPs) are your first and biggest clue to users’ search intent. Type your keyword into Google and notice what pops up in the results. For example, if you see a lot of blogs, tutorials, and step-by-step YouTube videos, it’s probably informational.
Pro tip! Do the same thing with Pinterest, YouTube, and social media. Each one has its own search algorithm and pool of content. Seeing what’s trending in these places can show you what people are curious about on any given topic–so you can create content that answers similar search intent (with your own spin, of course) and get found online.
2. Look at the top-ranking content
Click on the first few search results and get into the nitty-gritty details of how they’re laid out, what kind of information is there, and how everything is formatted. If Google already ranks these results at the top of the list, you’ll need to answer search intent similarly if you want to move up the rankings, too.
3. Use keyword research tools
Some keyword research tools will directly tell you the type of search intent related to each keyword. Semrush is our favorite tool for quickly finding search intent, but it is also a paid tool.
If you’re looking for a free option, you can also figure out search intent using Answer the Public. This tool is fantastic for uncovering the questions people are asking about a topic, which gives you insight into their search intent. The only downside is you’ll have to do a manual analysis of the results. You can use ChatGPT (or another AI tool) to determine search intent. Take some of the keywords you got from Answer the Public, then put them in with the prompt ,”Act as an SEO expert and analyze this list of keywords and tell me their search intent? [insert keyword here]”
Common mistakes (and how to avoid them)
Here are some common missteps people make when matching keywords and user intent to watch out for:
Mismatching content type with intent
Imagine someone searches for “midcentury interior design inspiration” and lands on a page about the history of midcentury design. Is that interesting to the user? Maybe. Is it what they were looking for? Definitely not.
How to avoid it: Always create content that creates the search intent. If someone is looking for information, create blog posts, guides, or graphics that match up with what they expect to see on the other end of their search.
Ignoring stages of the user journey
Not everyone who lands on your site is ready to buy. Some people are just starting their research; others are comparing their options.
How to avoid it: Create content for every stage of the user journey. Have informational content to attract newcomers, comparison guides for people who are in the consideration phase, and clear, compelling product pages for people who are ready to buy or book with you.
Overlooking intent shifts
Long-tail keywords can be tricky! Sometimes just a word or two dramatically shifts the intent of a search. For example, “best coffee makers” has commercial intent, but “how to use a coffee maker” has informational intent.
How to avoid it: Always analyze the full keyword phrase, not just the main part of the keyword. Pay attention to modifying words, and check out the search results to see what already ranks!
That’s how you figure out keyword search intent!
Now you know the four types of search intent and how to determine search intent for your keywords. And with that knowledge, you’re ready to create content that speaks directly to your audience’s needs and intentions, wherever they are in their customer journey. And that turns into more visibility, more traffic, and more dream clients coming your way!
Ready to take your keyword skills to the next level?
We’re putting the finishing touches on our Keyword Course, which teaches you everything you need to know about finding the right keywords and turning them into content that matches search intent.
Want to be the first to know when it launches? Join our waitlist–you’ll be the first to know when it launches (and first in line for some fun bonuses!)
