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by John Eberhard

Match your content to search intent

Understanding and addressing “search intent,” also known as user or keyword intent, is crucial for effective SEO. Ensuring your content aligns with the searcher’s intent should be a top priority in your SEO strategy. Failure to align with user intent likely means lower rankings.

Search intent refers to the objective or motive behind a search query. What is the user trying to accomplish?

Are they looking to

  • Learn something
  • Buy something
  • Do something, or
  • Go somewhere?

Once you discern the user’s objective, it’s essential to tailor your content to meet that specific intent accurately. This alignment increases your chances of ranking higher in search results. But how do you ensure your content meets search intent?

Informational Intent

For informational intent, when users input informational keywords into Google, they aim to acquire knowledge. Therefore, your content, such as blog posts, glossary terms, FAQs, and research papers, should cater to their quest for education and information. Common examples of informational intent queries include:

  • “What is X?”,
  • “Definition of X”, and
  • “Examples of X”

Commercial Intent

Commercial keywords denote the terms or phrases utilized by searchers who aim to educate themselves about the range of products or services available. These keywords indicate an inclination or intent to make a purchase, although the individual may not have determined the exact product or service they intend to purchase yet. Typically, those using commercial keywords recognize they have a specific issue and are exploring potential solutions.

Most commercial keyword searches occur when individuals seek more information about particular products or services. They might seek to bolster their purchasing decision with factual information and statistics. Additionally, they may wish to compare different product or service options or search for free trials or discounts.

Transactional Intent

Transactional intent signifies a user’s readiness to make a purchase. At this stage, they’re narrowing down options, seeking validation, and preparing to finalize the purchase. To cater to transactional intent queries like “best X,” “X vs Y comparison,” and “X reviews,” it’s essential to create content such as specific product and service pages, testimonials, and pricing pages.

For example, if someone searches for the “best TVs,” Google comprehends the intent and presents a list of the top TVs, often with the option to view more. Additionally, users encounter reviews to assist them in making an informed decision and continuing their purchasing journey.

Navigational Intent

Navigational intent queries signal the searcher’s desire to access a specific destination, such as an online store or a particular webpage. Users typically have a brand in mind when using navigational keywords, emphasizing the importance of your brand appearing prominently in the search results when they search for your product.

When a navigational search aligns with a specific brand, the searcher is more inclined to make a purchase. Therefore, optimizing your online presence to ensure visibility for navigational queries can significantly influence user behavior and increase the likelihood of conversions.

If you’d like help with search engine optimization, keyword research and selection, or anything related to marketing, call 877-758-7797 or fill out a form here.