As search shifts, so do keyword research strategies. Large Language Models (LLMs) are transforming how digital marketers select terms by moving beyond simple keyword matching to identify the underlying intent and context of search queries. This shift yields more sophisticated, relevant content query results, ensuring the material resonates with users’ natural language and meaning rather than 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.
Read: How Optimizing for Search Intent Improved Engagement by 250%
What Is Search Intent?
Search intent, also known as user 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 Search Intent?
Keyword research should focus on identifying relevant industry keywords that will help search engines understand the context of your website. However, it’s also essential to look beyond a formulaic strategy. Categorize keywords by search intent to ensure that your content provides valuable information to your target audience at every stage of the buyer’s journey.
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, by providing unique and valuable informational content, you will earn and strengthen audience trust. If your approach is strategic, you may persuade site users 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 brand perception 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 in 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 often includes 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 the terms searchers use to reach 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.
Local Intent Keywords
Local search intent narrows search results significantly. For brick-and-mortar and local service businesses, this intent option significantly improves your ability to reach the right users seeking products or services in a specific geographic location. These searches include location-based keywords such as “near me” or “in [city name].”
Optimizing for local search intent includes claiming and optimizing a Google Business Profile listing, ensuring accurate contact information, optimizing N.A.P. consistency and accuracy, and getting more online reviews.
How To Determine User Intent
To incorporate search intent into your content strategy, you’ll need to identify the context of your focus keyword. Understanding intent is more of an art than a science.
Keyword research tools such as Ahrefs and SE Ranking offer high-level insights. However, many keywords have mixed results, and tools vary.
For example, the keyword “engineering marketing” returns both informational and commercial content in Ahrefs, as shown in the image below.
And SE Ranking shows only informational intent.
In the example above, the keyword’s primary intent is informational, and the majority of the content ranking at the top of search results is also informational. However, Ahrefs isn’t incorrect. Commercial content does rank lower in the results.
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 used to source the AI summary.
Note: One study found significant volatility in SERPs over the last 3 years as AI overviews have increased. When choosing search intent, it’s important to consider all elements of the results page, including AI Overviews, featured snippets, People Also Ask, and blue links.
How To Optimize Content for Search Intent
Whether starting from scratch or repurposing your content, you can optimize it for search intent by writing for your buyer persona. Identify your customers’ questions at each stage of the sales funnel and develop a range of content to answer them.
Benefits of Considering Keyword Intent
Incorporating search intent into your content strategy will strengthen it 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 their trust.
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.
FAQs
Is search intent important for SEO?
Search intent is vital for SEO. Search engines prioritize matching user goals over keywords when ranking content. Aligning content with intent boosts rankings, engagement, reduces bounce rates, and increases conversions.
Can ChatGPT do my keyword research?
While ChatGPT and other AI tools may help recommend keywords, it’s important to always check terms using both manual analysis and keyword research tools. It’s possible the keywords ChatGPT suggests won’t have search volume. However, you may find a variant using a tool that has volume and the correct intent.