What is Search Intent? How to Create Content That Converts

I know there’s a lot of jargon in the SEO space—even the term ‘SEO’ itself is kind of jargony! I want to break down one term that’s confusing for many people: search intent.

Search intent is the reason why someone is searching for something. What are they trying to find by typing a word or phrase in a search engine? Thinking about their goal will help you create content that quickly answers their question.

I’ll explain the four types of search intent and how to align your content to each one, depending on where your audience is in the buyer’s journey.

What is Search Intent?

Search intent is the purpose behind someone’s search. There are four main types: informational, navigational, transactional, and commercial investigation. By considering these four types of search intent, we can better align our content with what people are searching for. 

Think about what they are hoping to find or achieve. If someone searches for ‘blogs about SEO,’ we can logically assume they want to learn more about SEO.

Search intent is how content creators and search engines categorize the purpose behind search queries. Some searches could contain the same phrase but mean two completely different things. This is where search intent becomes helpful to ensure the person gets the answer they’re looking for. 

Here are a few examples:

• Apple Cost: This could refer to the cost of the fruit or an iPhone.
• Yoga Classes: Are they looking for upcoming classes, the benefits of classes, or what a class is like?
• SEO Tools: Do they want a list of tools, the price of tools, or how to use a specific tool?

This is why understanding search intent is crucial. It helps businesses create the right type of content for their audience at the right stage in the buyer’s journey. You can improve SEO, increase engagement, and drive more conversions by aligning your content with search intent. 

4 Types of Search Intent

There are four types of search intent. Understanding each one will help you target a specific search intent in your content.

Informational Intent

Informational intent means users looking for knowledge, answers, or explanations. A lot of your blogs will fall under this category! You’re helping your audience learn something new, solve a problem, or understand a concept. Searches categorized as informational intent are often phrased as questions.

Examples: 

• What is SEO?
• How Does Email Marketing Work?
• Best Time to Post on Instagram
• How to do a Blog Content Refresh for Better SEO
• What are the Different Types of Investment Strategies?

Navigational Intent

This is when users are searching for a specific website or brand. If someone searches for “Maven Made Copy blog,” they’re specifically looking for MY blog. They know exactly what they’re looking for and want to go directly to that website. These searches typically include the brand name or product name. Users DON’T need to be educated on a topic; they just need to get to the right website.

Examples: 

• How to Use HubSpot: A Step-by-Step Guide
• How to Track Your Order on Etsy
• What You’ll Learn in Site Series Sprint

Transactional Intent

Users are ready to purchase with transactional intent. They’re at the bottom of the funnel and ready to buy, sign up, or book a service. The goal for this category is to convert the user immediately by using strong calls to action.

Examples: 

• The Best Winter Jackets You Can Buy Right Now
• Why [Your Software] is the Best Choice for Small Businesses
• Join Our 30-Day Workout Challenge—Sign Up Now!
• Where to Buy Organic Coffee Online
• Why You Should Hire a Fractional CMO for Your Business

Commercial Investigation Intent 

Here, users are comparing options before purchasing. They are still deciding which product, service, or brand is best for them. Users are actively researching and looking for comparisons, reviews, and recommendations to help them make a decision. 

Examples: 

• SEO vs. PPC: Which One is Right for Your Business?
• Best AI Writing Tools: ChatGPT vs. Jasper vs. Copy.ai
• Renting vs. Buying: What’s Best for You?
• Peloton vs. NordicTrack: Which At-Home Workout is Better?
• Hiring a Freelancer vs. a Full-Time Employee

Creating Content that Matches Search Intent

Now that I’ve answered, “What is search intent,” you can write engaging blogs that align with what your audience is searching for. When your content meets their needs, it ranks better on Google, keeps visitors engaged, and increases conversions.

Type of Blog

First, determine the type of blog to write based on the search intent you want to target:

• Informational: How-to guides, step-by-step tutorials, educational articles
• Navigational: Brand story blogs, “About Us” content, company updates
• Transactional: Product/service explainer blogs, case studies, landing pages
• Commercial Investigation: Comparison articles, “Best of” lists, product reviews

Think about where your audience is in the buyer’s journey. Are they at the beginning and looking for information? Are they ready to buy? Your content should match where they’re at.

Keyword Research

When performing keyword research, match your focus keyword with the right search intent you’re going for. Here are some common words or phrases used for each search intent to consider when doing keyword research or writing your blog headline:

• Informational: How to, guide, tutorial, what is, the best way to
• Navigational: Brand names, login, pricing, features
• Transactional: Buy, order, sign up, discount, near me
• Commercial Investigation: Best, vs, top 10, review, comparison

Wrapping Up Search Intent

Search intent plays a role in your blog content. You want to align your blog topics to what your audience is looking for. Understand where they are in the buyer’s journey (even if it’s in multiple stages) and create content to help them move further down the funnel. When you create the right type of content, you nurture your audience towards working with you. 

Hopefully, I answered, “What is search intent,” in a way that’s easy to understand! It all comes down to understanding your audience. Send me your questions about search intent on Instagram!