What is Keyword Intent in SEO and How to Optimize It in 2024 

If you’re creating quality content that doesn’t quite hit the mark in search engine results, we should discuss keywords and keyword intent in SEO. 

Google doesn’t just rank pages based on keywords anymore, especially after the helpful content update that sent so many previously well-ranked pages down the drain.

Getting keyword intent right is now more important because Google wants to provide users with the most relevant results. 

So, the question is, how do you optimize your content to align with user intent? 

In this guide, we’ll explain the ins and outs of keyword intent and how you can determine it to improve your content strategy and SEO.

Let’s start by understanding what keyword intent is!

What is Keyword Intent? 

Keyword intent, also known as search intent or user intent, refers to the underlying motivation behind a user’s search query. 

It reflects what the user hopes to achieve by entering a specific term into a search engine. In fact, search intent remains one of the most important Google ranking factors, even in 2024.

For example, if someone searches for “how to write a compelling blog post” on Google, this user is likely seeking instructional content to improve their writing skills. They are not specifically looking to purchase a specific product or find a particular website.

In this case, the keyword demonstrates informational intent, indicating that the user is looking for educational resources rather than commercial ones.

And so, the organic search results will include more informational content than commercial ones.

Similarly, different types of search intents are based on different keyword phrases. To rank better on SERP features, you’ll have to create content that answers the user queries exactly how it’s intended.

Why is Keyword Intent Important for SEO? 

Google comes up with ways to tackle low-quality, unhelpful content every day.

It’s obvious how understanding keyword intent allows content creators to tailor their material to meet their target audience’s needs better. Still, it also helps you avoid trouble with ranking on search engine results pages (SERPs).

By aligning content with the intent behind relevant keywords, you can aim for the relevance and effectiveness of your SEO strategies and content marketing efforts.

If content matches search intent down to the T, there’s a 99% chance that your reader will stop at this piece and find everything they need in one place. 

And the search engine knows. 

This is why Google showcases different types of searches, such as picture carousels, shop offers, knowledge boxes, or a featured snippet with the perfect answer.

The main goal of content marketing and creation is always to improve your conversion rate and fulfil the identified success metrics.

Determining and sticking to a search internet makes it easier to accomplish both in one go, which is why keyword research and LSI keywords play an important role in SEO and content optimization.

What are the Different Types of Keyword Intent?

When you start working with search intents, it’s common to get bothered by questions like “How do I tell them apart?” Or “What is the difference between navigational and commercial keywords?” 

Well, the simplest way to answer this is to go over all 4 types of search intents specified by search engines and users. These are:

1. Navigational Intent Keywords
2. Informational Intent Keywords
3. Commercial Intent Keywords
4. Transactional Intent Keywords

By optimizing content to address specific search intents, you automatically improve the visibility, relevance, and conversion potential of your campaigns for the algorithm.

So here’s a breakdown:

1. Navigational Intent 

Navigational intent occurs when users seek specific websites or online destinations. They are looking for a particular brand, company, or webpage. 

Some examples of such keywords would be:

• Facebook login
• YouTube homepage
• Amazon website
• Gmail sign-in

For instance, someone searching for a “Facebook login” intends to navigate directly to the website. In this case, the user’s goal is to reach a specific online location rather than gather information or make a transaction.

Such intent is usually linked to popular websites, brands, or tools the audience wants to find and use.

2. Informational Intent 

Mostly related to “how to” keywords, informational intent arises when users seek answers, explanations, or insights on a specific topic. They want to acquire knowledge, learn something new, or solve problems. 

Some keywords that cover informational intent can look like:

• How to write a blog post
• Benefits of Blog in SEO
• History of content marketing
• AI writing tips

This type of intent is common in educational content, tutorials, and guides.

3. Commercial Intent 

Commercial intent can be seen when users express an interest in purchasing a product or service but have not decided on the specific item or brand. 

These searches often involve comparison shopping, product reviews, or seeking recommendations, like:

• Best content marketing agency in NewYork
• Compare AIOSEO vs. Yoast SEO
• Top-rated AI writing tools

Commercial intent keywords are prevalent in product reviews, buying guides, and comparison articles.

4. Transactional Intent 

Some experienced content writers and SEO specialists confuse commercial intent keywords with transactional. This can lead to a completely different content direction and is often the culprit behind poor commercial and transactional targeted content rankings.

Unlike commercial, transactional intent emerges when users are ready to purchase or complete a specific action online. 

These searches indicate a clear intent to buy, sign up, or engage with a business, like:

• Buy AIOSEO subscription
• Order content online
• Subscribe to ChatGPT 4

Users performing these searches are prepared to take immediate action, such as purchasing or subscribing to a service. 

Transactional intent keywords are crucial for e-commerce websites, booking platforms, and subscription-based services.

How to Determine Search Intent for Your Keywords and Content? 

Now that you better understand the types of search intents, the big question remains: how can you tell which type of search intent applies to your overall content strategy?

Here’s a walkthrough of our two-layered process that can help you become a pro!

Step 1: Align Three Cs of Search Intent

Originally adopted from Ahref, the 3 C’s of search intent can help you follow a step-by-step method to identify what type of intent applies to your keywords. 

Content Type:

Begin by determining the most prevalent and suited for your niche. You can identify the dominant type of content in the search results, such as blog posts, videos, product pages, category pages, or landing pages. 

For instance, if you’re an e-commerce brand, focus more on product and category pages. Create blog posts, landing pages, and source content if you’re a SaaS brand or service-based business.

Content Format:

Once your content types are decided, search around competitors and use your main keyword to determine the prevalent format of the top-ranking pages. 

This could include “how-to” guides, step-by-step tutorials, list posts, opinion pieces, reviews, or comparisons. 

Content Angle:

This is the last step but also points towards more competitor research for content strategy and SEO. 

You must identify the unique selling point of the top-ranking posts and pages. This insight provides valuable information on what searchers value when searching. This also includes optimizing your content for keywords that capture the intent.

You can easily do this by using SEOBoost’s Content Optimization feature. Just put in your focus keyword, targeted region, or even an existing URL for the content you want to optimize. It generates a comprehensive report on what can be improved, which helps you create better content in less time.

Step 2: Find Subtopics and Gaps

The second layer of our process usually gets ignored and can help you outshine other content competing for the same keyword intent. 

Keyword and competitor research is not about seeking inspiration and reusing the same style and format as everyone else. Of course, it’s part of the plan, but there’s a bigger picture.

Google suggests using search innovations and discovered that over 15% of searches have never been made. This could mean millions of traffic and questions never finding their answers.

This second step is crucial and game-changing for anyone doing keyword research!

And here’s how it’s done:

Visit Top Ranking Pages:

Analyze the content of the top-ranking pages for your target keyword. Look for recurring themes, topics, or subtopics consistently covered across multiple pages.

Conduct a Content Gap Analysis:

Identify any gaps or missing information in the existing content. Determine what additional subtopics or details you can include in your content to provide comprehensive coverage of the topic.

Track Repeating Keywords and Missing Categories:

Keep track of keywords that appear frequently across the top-ranking pages. Additionally, look for any missing categories or subtopics that users may search for but are not adequately addressed in the existing content.

You can also use SEOBoost’s Topic Reports feature to identify your competitors’ keywords. This will help you create a better keyword map for your content. And by using it, you can easily create content that outranks your competition on search engines.

Here’s one of the sections from a Topic Report generated using SEOBoost. Notice how it gives you a complete range of keywords to include in your content.

Examples of Using Keyword Intent in Different Forms of Searches  

No two Google searches ever look the same. 

And it’s not just the intent that matters but also the way a search is made and the traffic it attracts. For example, most educational websites and popular brands attract organic traffic – the people who are only interested in finding content and seek it willingly. 

There are other forms of searches, like people being targeted specifically to sell services or products. Especially for people increasingly using voice search for daily Google searches about everything.

So, how do you change your strategy for every form?

Here are some examples:

1. Search Intent for Organic Content 

In organic content, keyword intent guides the creation of relevant and valuable content that aligns with what users are searching for. 

For instance, if the keyword “best content optimization tools” has informational intent, you would create a comprehensive guide comparing different tools.

On the other hand, if the keyword “subscribe to a content optimization tool” has transactional intent, you would focus on optimizing product pages and including clear calls-to-action for purchasing.

2. Search Intent for PPC Campaigns

In PPC campaigns, understanding keyword intent is essential for crafting targeted ad copy and optimizing landing pages. 

For example, if the keyword “paid tools for content optimization” has commercial intent, you could create an ad copy highlighting competitive pricing and promotions. The landing page should also provide easy subscription options and relevant information about the product.

3. Search Intent in Voice Search

Search intent is equally important in voice search as in traditional text-based searches. Voice search queries often have conversational and specific intent, such as finding quick answers or making local inquiries. 

For instance, if a user asks, “What’s the best Italian restaurant near me?” the search intent is likely navigational or transactional, and the results should provide information about nearby Italian restaurants and their menus.

Pro tip: This also means using search intent to determine your SEO strategy. You use these keywords to optimize for local SEO and switch how you do your content and technical management. 

How to Optimize for Keyword Intent for the Best User Experience? 

Optimizing for keyword intent is essential for delivering the best user experience and improving overall SEO performance. One effective way to achieve this is by using comprehensive SEO platforms like SEOBoost. 

SEOBoost offers a wide range of features designed to streamline keyword research, competitor analysis, and content optimization, all within a single system.

With SEOBoost, you can access detailed topic reports, conduct in-depth keyword research, and analyze competitors’ strategies to identify opportunities for improvement. 

The best part?

You can also create content briefs and optimize them within the same system, which will help you create an optimized piece of content from start to finish.

By utilizing SEOBoost’s integrated suite of SEO tools, businesses can streamline their content marketing efforts and ensure that their content aligns with user search intent. This improves visibility and rankings in search engine results and enhances the overall user experience by delivering relevant and valuable content to users.

With its user-friendly interface and comprehensive feature set, SEOBoost is perfect for businesses of all sizes, niches, and industries to make the most of their SEO efforts and achieve their marketing goals.

Final Word 

We’ve covered the importance of keyword intent, the four types of search intent, how to determine search intent for your keywords and content, and examples of using keyword intent in different forms of searches.

However, knowledge without implementation is never useful. 

Use our two-layered search intent strategy and create better and faster content with SEOBoost!

FAQs

What is keyword intent?

Keyword intent refers to the underlying motivation or purpose behind a user’s search query. It categorizes search queries based on the user’s intention. Understanding keyword intent helps create content that aligns with what users are looking for, thereby improving relevance and effectiveness in search engine results.

What is an example of search intent?

Query: “Content marketing strategies for startups”

Intent: Informational

Explanation: The user seeks information on content marketing strategies tailored to startups, indicating a desire to learn and gather knowledge rather than make an immediate purchase.

What are the different types of keyword intent?

There are 4 types of keyword intent:

1. Informational Intent
2. Navigational Intent
3. Transactional Intent
4. Commercial Intent

Alina Zahid Content Writer

Alina is an SEO professional with specialized knowledge of content marketing. When she’s not busy researching and creating awesome content for SEOBoost, she can be found practicing piano, writing fiction and traveling.

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