Understanding search intent: how to optimise for the user

Since SEO’s early days, keyword research has shaped our strategy, focusing on search volume and competition. But it’s time to shift gears and re-frame this strategy, reflecting on what your target audience wants and their search behaviour. 

 This is where optimising for search intent (also called user intent) comes in. By aligning your SEO strategy with the true purpose behind each search and query, you can attract the right audience and drive more conversions. 

What is Search Intent? 

Search intent refers to the intention behind a user’s search query. Are they looking for an answer to a question they have? Are they looking to visit a specific website? Or are they searching online because they want to buy something? Many of these types of searches are part of the user journey online, as they often they represent different stages.  

Ultimately, Google’s top priority is meeting search intent. It aims to rank pages that provide the most relevant and helpful content based on a user’s query. Over the years, Google has refined its algorithm to better understand intent, from advancements in semantic search to the Helpful Content Update introduced in 2022. These updates reinforce the growing importance of aligning content with user intent for better visibility and rankings. 

Understanding the Four Types of Search Intent 

• Informational: The user wants answers and to learn more about a topic. 
• Navigational: The user is looking for a specific website or webpage 
• Commercial: The user is researching a product or service before making a purchase. 
• Transactional: The user is considering making a purchase. 

Informational Search Intent 

The user is using the search engine to seek out information, wanting to learn about a topic searching for an answer to a specific question. This also marks the first step of the purchase journey where the user is first introduced to a brand or product (Awareness). Typically searches of this intent are posed as questions and statements, with keyword modifiers like What, How, Who, and Why. 

Examples of searches with informational intent include: 

• What is a mortgage? 

• How to build a website? 

• Why is SEO important? 

Navigational Search Intent 

The user is using the search engine to find a specific brand or website. This marks the Interest or Consideration stage in the user purchase journey, as they’re already familiar with the brand. Typical searches include the brand name in their query as well as a product, service, or something specific to that website.  

 Examples of searches with navigational intent include: 

• Modo25 

• Semrush login 

• Halifax mortgage calculator 

Commercial Search Intent 

The user is using the search engine to research before making a purchase. This marks the later stages of the user purchase journey, depending on the keyword (Consideration, Intent, Purchase). Typical searches with this intent aim to compare products/services and seeking deeper information, allowing the user to make an informed decision. 

Examples of searches with commercial intent include: 

• ASK BOSCO reviews 

• Best website builder 

• ISA vs. LISA 

Transactional Search Intent 

The user is at the final stage of the purchase journey and ready to act. These searches go beyond information gathering and often signal a clear buying intent. Users typically look for specific products or services, sometimes including brand names in their queries. 

Here are different types of transactional searches: 

• ASK BOSCO demo 

• Squarespace domains 

• Open ISA account 

How to Identify a Keyword’s Search Intent 

Conduct a SERP Analysis 

Analysing a search engine results page (SERP) is a valuable way to understand what users are looking for when they enter a query.  

 Since Google’s ranking systems prioritise pages that best match search intent, studying the top results can provide key insights. 

 Here’s how to conduct a SERP analysis: 

• Enter your target keyword in Google. 
• Review the top 10 ranking pages, finding common themes in titles, content types, and formats. 
• Check for SERP Features – featured snippets, knowledge panels, or FAQs. 
• Find related keywords in “People also ask”. 

Use these insights to craft content that aligns with search intent and increases your chances of ranking well. 

Use a Tool 

Using a specialised tool is one of the most effective and precise methods for identifying a keyword’s search intent. 

Both Ahrefs and Semrush automatically categorise keywords by intent in their Keyword Explorer and Keyword Magic tool. If you’re specifically looking for query-based keywords, you can find them easily by filtering your keyword list by Questions. 

How to Optimise for Search Intent 

Conduct a Competitor Analysis 

Following on from the SERP analysis, take it one step further by reviewing the top-ranking pages for your target keyword of choice. This can reveal what makes them valuable to search engines for specific queries. While we shouldn’t create identical content to our competitors, studying high-performing pages can provide valuable insights for optimising content to better align with user intent.  

 This process can also help us identify content gaps that could be quick-win opportunities. 

Create a Content Plan 

The most effective way to apply everything we’ve learned about optimising for search intent is to compile it into a content plan: 

• Conduct relevant keyword research and cluster based on search intent. 
• Assess website’s current performance and keyword rankings. 
• Map keyword clusters to existing or new pages, making recommendations on how to better optimise. 
• Include competitor examples from analysis to take inspiration from. 
• Optimise meta data (title tag, meta description etc) as a part of your strategy. 

Why Optimising for Search Intent is Important 

Overall, optimising for search intent is a crucial step in crafting an effective SEO strategy. By understanding the different types of search intent and aligning your content to meet the needs of your audience at every stage of their journey, you can significantly improve your website’s visibility and user engagement. Through processes like SERP analysis and competitor research, as well as a solid content plan, you can ensure your content matches what users are truly searching for. By prioritising search intent, you not only enhance your chances of ranking higher on search engines but also provide valuable, relevant content that drives conversions and long-term success.