What is Keyword Intent?

Keyword intent is a very important concept in the SEO (Search Engine Optimization) and refers to the purpose or intention behind a user’s search query. Essentially, it seeks to understand what the user is likely to do when searching for a specific phrase. Although it can’t be determined with absolute certainty, analyzing keyword intent is vital for tailoring content and landing pages to align with users’ intentions, ultimately improving the relevance and effectiveness of search results.

The 4 Types of Keyword Intent

Implementing a strategy centered around keyword intent is a game-changing approach that can help distinguish your website from competitors. To develop such a strategy, it is essential to begin with comprehensive keyword research that considers the various types of keywords based on user intent.

Informational Intent

• Users are seeking answers to specific questions or general information.
• Example: “How does photosynthesis work?”

Navigational Keywords

• Users aim to find a specific site or page.
• Example: “Facebook login page.”

Commercial Intent

• Users are researching brands and products, indicating potential purchase interest.
• Example: “Best smartphones 2023.”

Transactional Intent

• Users intend to take action or make a purchase.
• Example: “Buy iPhone 15 online.”

Among these, commercial or high intent is often associated with phrases like “buy now” and signifies a strong intention to take action, such as making a purchase, joining, or subscribing. Keywords in this category might include terms like “buy online,” “coupon code,” “deals,” “free shipping,” and others that suggest a commitment to a specific action.

Understanding the different types of keyword intent allows businesses to tailor their SEO and content strategies accordingly. For instance, informational intent may focus on providing valuable content to answer queries, while commercial and transactional intent may involve optimizing pages for conversions and sales.

Incorporating keyword intent into your SEO strategy is fundamental for meeting user needs effectively. By aligning your content with the various types of keyword intent, you can enhance the visibility and performance of your website in search results.

1. Commercial, or High, Intent

This type, also known as “buy now” intent, indicates a strong intention on the searcher’s part to take action, such as making a purchase, joining, or subscribing. Typically, these queries contain modifiers like:

• Buy (online)
• Coupon (code)
• Deals
• Free shipping, etc.

Searchers with commercial intent are highly likely to commit to a purchase as a result of these specific searches.

2. Informational Intent

Contrarily, informational intent suggests that the searcher is keen on learning more about a particular concept. It’s not advisable to directly sell anything to them; however, these searches can be valuable for creating “gated” content and building email lists. Queries with purely informational intent often include modifiers like:

• How to…
• Why…
• Best way to…
• History of…
• Anatomy of…
• What… means

3. Transactional Intent

Transactional intent falls between commercial and informational intent. In essence, these queries may represent both the intention to purchase and the desire to gather more information about a concept. With the right content and setup, searchers with transactional intent may proceed to make a purchase or be convinced to do so further along the conversion funnel. Such queries can include words like:

• Reviews
• vs…
• Best…
• Top 10…

4. Navigational Intent

Queries with brand names indicate navigational intent, suggesting that the searcher knows precisely where they intend to go. Brand name searches are valuable assets; if a person searches for your brand, they already have a clear idea of what they want, and your task is to ensure:

• Your website ranks in the top three for those queries.
• Your website satisfies their needs through a landing page offering all the answers and/or enabling them to perform the intended action.

Pay close attention to search queries containing your brand name and monitor your site’s rankings for these queries.

It’s crucial to pay close attention to search intent when crafting content and optimizing pages. Understanding the intent behind user queries allows businesses to tailor their approach, providing the right information or call-to-action based on whether the user is looking to learn, transact, or navigate to a specific destination.

How to Identify Keyword Intent

Determining the intent behind a search query is often a matter of common sense. In many cases, it is apparent whether a user aims to make a purchase, gather information, or navigate to a specific website. Google has been actively working on identifying user search intent, and there are cues that can help you understand it:

1. Google’s “Universal” Search:

• “Quick-answer” search boxes providing a short answer signal informational intent.
• “People Also Ask” boxes also indicate informational intent.
• Google’s shopping results signify “high-intent” search queries.
• Local results and knowledge graph entries tend to signal navigational queries.
• The “Search in Search” feature also points to navigational intent.

1. Semrush:

• Utilize Semrush to analyze the types of search results triggered by a given query.
• Apply Semrush filters to refine your search to queries triggering a specific search type and, consequently, a particular intent.

This approach proves valuable when crafting digital marketing strategies. For instance, when developing an editorial calendar, understanding the intent associated with various queries helps tailor content to meet users’ needs effectively. By leveraging tools like Semrush and observing Google’s search results, marketers can gain insights into user intent and optimize their strategies accordingly.

Organizing keywords based on intent is a crucial step in developing a strategic and effective content plan to enhance customer satisfaction and drive better conversions. Here’s a guide on how to organize keywords for improved conversions:

How to Organize Keywords for Better Conversions

Organize by Intent

• Informational Intent: These keywords are ideal for creating content that provides answers to specific questions or imparts general information. Share these keyword phrases with your content development team to generate informative articles or blog posts.
• Transactional Intent: Keywords indicating a strong intention to take action, such as making a purchase. Content ideas may include product lists, comparisons, FAQs, or manuals that guide the user toward conversion. Collaborate with your content team to create materials that seamlessly guide users down the conversion funnel.
• Commercial Intent: For keywords suggesting users are in the research phase and exploring brands or products. Optimize product pages or create product bundles to align with high-intent queries. Work closely with your SEO team to enhance the visibility of relevant product pages.
• Navigational Intent: Organize these keywords based on their specific intent. Some may have “buy now” intent, while others signal transactional intent, such as potential customers researching product reviews. Share these insights with different teams, such as reputation management, sales, or customer support, to better meet client expectations.

Organize by Required Action:

• Identify which keywords are suitable for creating new content or landing pages. Some may serve as inspiration for fresh ideas to engage your audience.
• Determine keywords that can be used to optimize or update existing pages. This ensures that your content remains relevant and aligns with current user search trends.

Organize by Landing Page Type:

• Categorize keywords based on the type of landing page they require. Informational and transactional queries may demand different content formats to better cater to user needs.
• For example, decide whether to create dedicated landing pages for informational queries or transactional pages that guide users through the purchasing process.

Businesses can develop a targeted content strategy that aligns with user intent, resulting in a more satisfying user experience and increased conversions and CTR. This method ensures that each keyword is utilized effectively, contributing to the overall success of your digital marketing efforts.

Utilize Excel or Google Spreadsheets for the organization of your keywords, employing various labels. Methodically arrange your keyword lists based on intent, the required action, and the intended type of landing page.

Access and duplicate this template here (Open Link in new window).

Effortlessly incorporate these spreadsheets into a marketing dashboard or a project management platform such as Cyfe (Open Link in new window) or Trello (Open Link in new window) (or explore these other options (Open Link in new window)) to facilitate seamless sharing.

Beyond the fundamental categories of keyword intent

Beyond the fundamental categories of keyword intent—commercial, informational, transactional, and navigational—there are innovative approaches and considerations to refine your keyword strategy. Let’s explore some additional ideas to further enhance your understanding and application of keyword intent:

Seasonal Intent:
Consider the seasonality of user intent. Certain products or services may experience fluctuations in demand based on seasons, holidays, or specific events. Tailor your keyword strategy to align with the changing needs and interests of your audience throughout the year.

Local Intent:
With the increasing emphasis on local searches, recognizing and catering to local intent is crucial. Incorporate location-specific keywords to attract users in specific geographic areas. This is particularly relevant for businesses with physical locations.

Navigational intent frequently involves users seeking specific locations or information related to a physical presence. Strengthen your local SEO strategies by optimizing Google My Business listings, including accurate location information, and encouraging user reviews. This enhances visibility for users searching with navigational intent in specific geographic locations.

Educational Content for Informational Intent:

Dive deeper into informational intent by creating educational content that goes beyond basic information. Develop in-depth guides, tutorials, and whitepapers that position your brand as an authoritative source in your industry. This not only attracts users seeking comprehensive insights but also establishes your brand as a knowledgeable leader.

Long-Tail Keywords:
While long-tail keywords inherently reveal specific user intent, they offer a rich source of insights. Analyze longer and more detailed queries to identify nuanced intentions. Crafting content around these nuanced intents can help you capture niche audiences.

Voice Search Optimization:
The rise of voice-activated search introduces a conversational aspect to queries. Users tend to phrase voice searches more naturally. Adapt your keyword strategy to align with the conversational nature of voice search queries, addressing user intent in a more human-like way.

Intent Clusters:
Group keywords into intent clusters to gain a comprehensive view of user behaviors. Identify common patterns within these clusters and tailor your content strategy accordingly. This holistic approach ensures that your content addresses the diverse facets of user intent.

Brand Engagement Intent

Delve deeper into navigational intent by understanding the varying degrees of brand engagement. Some users may seek basic information, while others may be interested in product comparisons or reviews. Develop content that caters to different levels of brand engagement.

For searches with navigational intent, users may already be familiar with your brand. Reinforce their connection by emphasizing brand storytelling. Use your website to tell a compelling narrative about your brand’s history, values, and mission. This not only strengthens brand identity but also creates an emotional connection with users.

Intent-Driven Content Funnel

Develop a content funnel that aligns with the progression of user intent. From initial awareness to final conversion, create content that guides users seamlessly through each stage of the buying journey, addressing their evolving intents at every step.

User Surveys and Feedback

Directly engage with your audience through surveys and feedback mechanisms. Gain firsthand insights into their intentions, preferences, and pain points. This qualitative data can be invaluable in shaping your keyword strategy to align with genuine user needs.

Gain deeper insights into user intent by conducting surveys. Ask users about their goals, expectations, and preferences when searching for specific terms related to your industry. Use these insights to refine your content strategy and ensure that it consistently aligns with the evolving needs and intentions of your target audience.

By exploring these additional dimensions of keyword intent, you can refine your approach to better capture the intricacies of user behavior. Remember, a dynamic and adaptive keyword strategy is key to staying ahead in the ever-evolving landscape of search engine optimization.

Final Conclusion What is Keyword Intent and Why Does it Matter?

By using these strategies into your overarching keyword intent approach, you create a comprehensive digital ecosystem that caters to the diverse needs and behaviors of your audience. Understanding and responding to keyword intent in these multifaceted ways position your brand for sustained engagement, conversions, and long-term success.