Search intent: optimising your content for user needs
You’re sat at your desk, about to write some website copy or an article for your blog. But if your goal is to get more website visitors, there’s one thing you need to be thinking about before you start typing your ideas out: search intent.
All the content you produce for your business should have search intent in mind. To get people to visit your website, one of the first things you should do is optimise your content by inserting relevant keywords. But focusing on keywords isn’t the whole story. Instead, let me tell you what is effective—writing content with search intent in mind.
So, without further ado, let’s jump straight into why you must pay attention to search intent.
What is search intent in SEO?
Search intent, also known as user intent, is the goal a searcher tries to achieve when performing a search query. There are four key types of search intent to consider when you write content: informational, transactional, navigational and commercial. Let’s explore these four types of search intent in more depth.
Informational
Users engaged in an informational search generally seek detailed data or knowledge about a specific topic. They want to find out more about something, but you should know that they're not necessarily looking to make a purchase.
To determine the intent of an informational search, look for queries that begin with words like "what," "when," "where," "who," and "how." To build informational content, I recommend using Answer the Public to understand the types of questions people are asking about your product, service or industry. For example, a user who searches for "What is content marketing?" is likely looking for a definition or overview of the concept rather than purchasing a subscription for a content marketing platform. On the other hand, someone searching for something like "How to build a content marketing strategy" is probably looking for step-by-step instructions.
When creating content to meet information seekers' needs, include relevant facts, figures and data to provide them with as much useful information as possible. After all, you want them to spend time on your website in the hope they’ll have a good look around and perhaps consider spending their money with you. You should also consider using infographics and other visual resources to break down complex topics and make them easier to understand. Above all, your goal should be to provide accurate and up-to-date information to help your readers learn more about their chosen topic.
Transactional
When searchers have transactional intent, they are ready to buy a product or service. They may use phrases like "buy," "purchase," or "order."
If you want to target these searchers, your content needs to be focused on encouraging them to make a purchase. This could include product pages, pricing information, reviews, customer or client case studies, etc. Make sure your call-to-action is clear and easy to see—you want to make it as easy as possible for these searchers to buy from you!
But transactional content that converts isn’t created overnight. It’s a process of trial and error, requiring meticulous keyword research, audience profiling, optimised meta titles and descriptions, accurate and informative product descriptions and strong calls-to-action.
Navigational
People use navigational search intent when they already have a specific thing in mind that they want to find. They know what they're looking for, and they just need to find the right place to get it.
For example, someone might use navigational search intent when looking for a company's official website or a specific product page on Amazon. Similarly, a user has navigational search intent if they're looking for directions to somewhere or the hours of operation for a business.
If you can identify that someone is using navigational search intent, then you can ensure that your website or product is being found by those specifically looking for it. The best way to do this is to ensure that your website comes up as the top result for relevant searches, which involves creating SEO-friendly content.
Commercial Investigation
When a searcher has commercial intent, they want to purchase a product or service. They may be comparison shopping, investigating different brands, or looking for the best deal. This type of search intent is often characterised by searches that include terms like "buy," "purchase," "order," or "compare prices." However, remember they might not be planning to purchase immediately.
If you want to target searchers with commercial intent, your content needs to be focused on helping them make a purchase decision. This could mean providing detailed product information, comparing different products or brands, or offering special deals and discounts. You can also use search ads to target searchers with commercial intent, as they are more likely to convert into paying customers.
Understanding search intent
If you can understand and satisfy searcher intent, then you're well on your way to creating the kind of content that will rank high in SERPs. Once you've identified what people are really looking for when they perform a particular search, you can create content that directly addresses their needs. In doing so, you'll not only improve your chances of ranking high in SERPs, but you'll also be providing value to your readers—which is always a good thing!
A core aspect of my creative process is to determine whether a type of content should be informational, transactional, navigational or commercial. I’ve worked with clients across a diverse range of industries to create content that informs, educates and sells products and services. If you’d like to learn more about my content writing and copywriting services, please don’t hesitate to contact me. I’d love to help you bring your content ideas to life!
