Understanding keyword intent is one of the most essential aspects of ranking high on search engine result pages. Your digital marketing strategy should heavily encompass keyword intent.
Knowing which keywords to use on each page can be the difference between ranking on Google's first or last page.
This blog will delve into the nuances of keyword intent and explore different types of keywords. Stay tuned to discuss how to leverage this knowledge to enhance your SEO strategy.
What is Keyword Intent?
Keyword intent refers to the underlying purpose or motivation behind a user's search query. It's not just about the words they type into the search engine but what they hope to achieve with that search.
Understanding keyword intent helps you tailor your content marketing to meet users' needs. Provide your potential customers with the most relevant information for their search.
For example, if a user Googles "What is an Apple," they are looking for an answer to a question. Therefore, they are searching for a blog or page to answer their question and teach them more about the topic.
If a user searches for "where to buy apples", they are looking to purchase apples. Therefore, they are searching for a service page to complete a purchase.
If the user googled "what is an apple" and landed on your service page, that page would not satisfy their search intent. The user was searching for information; they were not looking to convert. This is known as an informational query.
Users looking for information are still at the top of the buyer journey. They are researching and trying to find a solution to their wants or problems. Blogs are great for capturing users at this stage of the journey.
Once the user understands their needs, they are ready to purchase. This is when service pages come to the rescue, and the intent to buy is higher.
Types of Keyword Intent
You'll notice four types of search intent keywords when conducting keyword research. All four keywords serve different purposes for various stages of the buyer journey. Different segments of your target audience will be on different journeys.
Definition: Users with informational intent seek information or answers to specific questions. They want to learn something or solve a problem.
Examples: Keywords like "how to fix a leaky faucet," "best practices for email marketing," or "what is keyword intent."
Content Strategy: Create educational content such as blog posts, how-to guides, and tutorials. You can also write FAQs that provide valuable and detailed information.
Tip: Informational keywords often have massive monthly search volume but low buyer intent.
Definition: Users with navigational search intent seek a specific website or webpage. They often have a particular brand or site in mind and want to go directly to it.
Examples: Keywords like "Facebook login," "Gmail inbox," or "Amazon customer service."
Content Strategy: Ensure your site is easily traversable and critical pages easily accessible. Optimise for branded terms and include clear navigation elements.
Tip: It is often difficult to rank for navigational keywords as they are typically branded. While being aware of these keywords is excellent, we recommend not targeting your competitor's keywords. Instead, target your navigational keywords. In paid ads, targeting competitor keywords is a great way to drive traffic.
Definition: Users with transactional intent are ready to purchase or engage in a specific transaction. They are often in the final stages of the buying process.
Examples: Keywords like "buy iPhone 14," "discount code for running shoes," or "order pizza online."
Content Strategy: Focus on product pages, clear calls-to-action, promotions, and easy-to-complete checkout processes. Highlight features, benefits, and pricing to encourage conversions.
Tip: Transactional keywords have lower volumes than informational ones but hold high purchase intent.
Definition: Users with commercial investigation intent compare options and gather information to make a purchase decision. They evaluate different products or services before committing.
Examples: Keywords like "best laptops for gaming," "compare car insurance plans," or "top-rated fitness trackers."
Content Strategy: Provide in-depth product comparisons, reviews, and detailed information about features and benefits. Use content that helps users evaluate their choices and make informed decisions.
Tip: Commercial intent keywords also hold high purchase intent. As transactional keywords can sometimes be hard to find, commercial keywords are great for optimising service pages and homepages.
Incorporating keyword search intent into your SEO strategy
We have gone over what search intent is, the four types of search queries, and the pages you should target with each intent. Now, let's talk about how to find those keywords and how to distinguish between each keyword.
Incorporating keyword intent into your SEO strategy involves aligning your content with the purpose behind the search queries. Here's how you can do that:
How to find keywords and distinguish their intent
Now that you understand the four types of keywords, you might be wondering how to find them.
The first step is to identify what page you want to optimise. Learning about keyword intent can be overwhelming if you do it for the first time.
To make things easier, pick one page to focus on. The page could be a service page you want to optimise for more sales or a blog answering frequently asked questions your customers ask.
Now that you have a page in mind start your keyword research.
In this example, we will pretend that Perry, the plumber, wants to optimise one of his pages to rank better.
He's identified his leak-detection service page as one he wants to optimise. Perry will look for commercial keywords.
Perry will use the Semrush keyword research tool to find ten commercial keywords to target. Semrush offers a few free searches and a paid plan.
Perry searches for 'leak detection' in Semrush and then uses the filters to show only commercial keywords. If Perry were researching for a blog, we would filter only informational keywords.
Tip: If you lack paid tools, you can always run a simple search intent analysis using plain Google. For example, if you search for a keyword and mainly blogs surface, it's most likely an informational keyword.
Now that Perry has selected the keywords he wants to target, he exports them to a Google Sheets page.
Tip: Use Google Sheets to organise your keywords. We recommend creating a sheet for each webpage you want to target. Once you have your keywords, generate a list of commercial, transactional and informational keywords.
An important step here is to investigate each keyword before targeting it. For example, 'sensor to detect water leaks' is a commercial keyword. After googling the keyword, Perry noticed that it didn't suit the service he was offering.
'leak detection Perth' would be a much better keyword to target for Perry's service page. If Perry also sells a sensor to detect water leaks, he should add an internal link from his service page to his product page.
After analysing each keyword using Google, you should have a list of keywords you are confident in. Now, it's time to optimise content for intent.
Optimise Content for Intent
Ensure that the type of content matches the user's intent. For informational keywords, provide detailed guides or how-tos.
If you are creating a blog, do not mention your services throughout it. It should be strictly informational. In conclusion, you can mention your services but do not link to your contact page.
For commercial or high-intent keywords, focus on specific product descriptions, reviews, and clear calls to action. Show the benefits and how your service will solve your customer's problems. Make sure you also stand out from your competitors.
Write detailed product pages or landing pages for transactional search intent and show clear calls to action. Your customers are ready to buy when searching transactional keywords; take advantage.
Use Keywords by Intent Strategically
Incorporate keywords naturally into your content, titles, and meta descriptions. Avoid keyword stuffing and focus on providing value to the user.
You should also include internal links pointing to your service page, especially in high-volume blogs. You should drive traffic from your blog to your service pages.
Don't forget to check Google Analytics to see your progress.
Conclusion
Understanding SEO keyword intent is a game-changer for any organic strategy. Ultimately, users will leave your site if they are not satisfied.
By understanding the different types of four keyword intents, you can create content that resonates with your audience.
Whether optimising for informational keywords or focusing on buyer intent keywords, ensure your content aligns with search intent.
Start incorporating keyword intent into your SEO practices today, and watch as your website's visibility and performance improve. Or find someone to do it for you.
FAQs
What are high-intent keywords?
High-intent keywords are search terms that suggest users are likely to take action, such as making a purchase or signing up for a service.
They often include phrases like "buy now," "best," "top-rated," or "near me." For example, "buy organic dog food online" indicates a clear intention to purchase. "Dog food reviews" suggest someone is still researching.
By targeting high-intent keywords, you can attract users who are further along in their decision-making process, leading to higher conversion rates.
How do you quickly pull out high-intent keywords?
Use keyword tools like Google Keyword Planner, Ahrefs, or SEMrush to identify high-intent keywords quickly. These tools help you identify relevant keywords for your business. Next, analyze search intent by looking for action-oriented phrases such as "buy," "order," or "sign up."
You can also check your competitors’ websites to see which keywords they target using tools like SpyFu. Additionally, review Google suggestions by typing a query and noting the prompts. Finally, look at the "Related searches" section at the bottom of Google search results for more keyword ideas.
Is keyword intent necessary?
Yes, keyword intent is crucial in SEO. It helps you understand what users are looking for when they search online. By recognizing the intent behind keywords, you can tailor your content to meet their needs.
There are three main types of intent: informational, navigational, and transactional. Informational intent indicates users seek knowledge, while navigational intent means they want a specific site. Transactional intent shows users are ready to make a purchase.
Targeting the right intent ensures your content attracts the right audience. This can lead to higher engagement, better user experience, and increased conversion rates.