Keyword research is shifting. Large Language Models (LLMs) are transforming the process by moving beyond simple keyword matching to identifying search queries’ underlying intent and context. This shift facilitates more sophisticated and relevant content query results, ensuring that the material resonates with users’ natural language and meaning instead of merely targeting specific keywords.
As search queries shift from “SEO” to “What is SEO” or “How do I learn SEO,” understanding search intent is necessary for effective content marketing. Incorporating intent meets user expectations and needs, ensuring your website effectively answers the right queries.
What Is User Intent?
User intent, also known as search intent, is the purpose of a search query. User intent attempts to understand why a person types a specific search term into a search engine so that the correct answers appear in search results.
What Are The Types of User Intent?
Keyword research should focus on identifying popular industry keywords. However, it’s also essential to look beyond a formulaic strategy. To identify the type of keyword search intent, start by classifying your keyword into its appropriate query category.
Informational Intent Keywords
Queries that include the following words are usually informational:
- Search and Discovery: how, what, who, where, why
- Educational and Supportive: guide, tutorial, resource, help
- Practical and Insightful: ideas, tips, learn, example
Generally, individuals searching with informational keywords aren’t actively seeking to make a purchase. However, if your approach is strategic, you may still persuade them to continue further into their buyer’s journey.
Informational content provides an excellent opportunity to address a potential customer’s initial concerns and issues. Use informational blog posts, videos, and infographics to foster a positive perception of your brand and establish yourself as an industry expert.
Commercial Intent Keywords
Search queries that include words like best, top, pricing, and review are most often commercial intent. Additionally, comparison terms such as X vs. Y and branded terms fall into this category.
Users input keywords with commercial intent while researching before making a purchase decision. They may not be ready to buy just yet and require additional information about the products or services they are evaluating.
Commercial content is often included on product and service landing pages, as well as case studies, use cases, and comparison articles.
Transactional Intent Keywords
Transactional keywords indicate your customer is ready to make a purchase or subscribe to your services. Terms such as buy, purchase, free trial, coupon, sign up, and price are included in transactional search queries.
Navigational Intent Keywords
Navigational keywords are terms searchers use to get to a specific page or website. Branded terms such as “Chase bank near me” guide your audience to exact information such as an address, menu, or a specific page connected to your brand.
How To Determine User Intent
To incorporate user intent into your content, you’ll need to identify the context of your focus keyword. Understanding search intent is more of an art than a science. Keyword research tools such as Ahrefs and SemRush have features that offer insights. However, many keywords have mixed results. For example, the keyword “engineering marketing” pulls informational and commercial content, as seen in the image below.
Search engines often present mixed query results for terms because web pages rank for multiple keywords. A quick SERP evaluation of the results for the term “engineering marketing” found:
- 43% of results focus on understanding engineering as marketing
- 37% focus on marketing strategies for engineering firms
- 13% highlight the career transition from engineering to marketing
- 5% provides general engineering marketing resources
In this example, the primary intent of the keyword is informational intent. However, commercial content does rank as well.
Confirm User Intent
Once you’ve settled on a focus keyword for your blog post or web page, your next step is to review the top ten to fifteen queries to confirm the context. In many cases, the titles will help you quickly categorize intent. As noted above, certain words are most frequently associated with intent (ex., “what is” articles focus on informational intent).
Spend a few minutes reviewing the top search results. Take note of headers, images, and videos included within the articles. If your query begins with an AI overview, you’ll also want to read through the information and note the links sourced for the AI summary.
Note: One study found that 99.5% of AI overviews appear to be accompanied by the People Also Ask SERP feature. This indicates that many overviews are informational in intent.
How To Optimize Content for Search Intent
Whether starting from scratch or repurposing your content, you can optimize your content for search intent by focusing on writing to your buyer persona. What are your customers’ questions at each stage of the sales funnel?
During the awareness stage, you’ll focus on informational content, answering the “what and why” questions. Consideration stage content should include details that set your products and services apart from the competition. For example, case studies that show why you’re the best within your industry are helpful in this middle stage.
Benefits of Considering Keyword Intent
Incorporating search intent into your content strategy will strengthen your overall strategy by eliminating content gaps. You’ll ensure your target audience finds quality content at every stage of the buyer’s journey, and in turn, you’ll earn the trust of your audience.
At SMA Marketing, we partner with CMOs and C-suite executives to develop content strategies that incorporate search intent. Book your free consultation and learn more about our agile content strategies today.
