Why search intent is important for SEO
The August 2024 Google update brought with it significant changes, many of which had a strong focus on search intent. This has led to some noticeable volatility in rankings as sites scrambled to align their content more closely with user needs. Understanding search intent can be the secret ingredient that elevates your SEO and content marketing strategy from average to outstanding.
When people use search engines, they do so for a reason – whether it’s to find information, make a purchase, or get directions. That reason is what we call search intent. By understanding and optimising for search intent, you can bridge the gap between what users want and the content you create, leading to better rankings, engagement, and conversions.
What is search intent?
Search intent, also known as user intent, refers to the primary goal or motivation behind a user’s search query. It represents what the user is trying to achieve – whether they are looking for information, making a purchase, or exploring different options. Search engines prioritise delivering the most relevant results to satisfy a user’s specific intent, which means understanding this intent is key to ensuring your content is seen by the right people.
Often, when deciding which keywords to use there is a lot of focus on the volume of searches that a keyword has rather than the meaning behind that term. Let’s use pizza as an example here. Searching for a pizza recipe has a different intent than searching for a pizza takeaway, which is also different from searching for the history of pizza. Though they all revolve around the same overall topic, these users have different needs. Recognising these differences and matching them with the right content for what you provide is critical for effective SEO.
Let’s imagine you sell takeaway pizzas and are looking at the terms to target; ‘The history of pizza’ has a search volume of 100 and ‘pizza takeaway’ has a search volume of 50. However, as a pizza takeaway company, you are far more likely to rank for and get business from people searching for ‘pizza takeaway’ so that is where your focus should lie.
Types of search intent
Search intent can be grouped into four broad categories, each of which requires a different approach to content creation:
Informational intent
The user is seeking knowledge or an answer to a question. Examples include “how to care for succulents” or “what is renewable energy?”. Search engines typically reward content that directly and clearly provides valuable information – such as detailed blog posts, FAQs, or video tutorials.
Navigational intent
The user knows where they want to go but is using a search engine to get there. For instance, someone might search “LinkedIn login” or “AlphaQuad homepage”. Your goal here is to ensure your website is optimised to rank highly for brand-specific searches, so users can easily find and access your site.
Transactional intent
This intent signifies that the user wants to complete an action – often a purchase. For example, phrases like “buy running shoes online” or “discount codes for noise-cancelling headphones” indicate the user is ready to buy. Content aimed at transactional intent should focus on making the purchasing process straightforward and appealing, with product pages, clear calls to action, and trust signals like reviews and testimonials.
Commercial investigation
This lies between informational and transactional intent. Users are evaluating their options before making a decision, such as “best smartphones 2024”. For this type of intent, content like comparison articles, in-depth reviews, and buying guides are effective. Your role is to help users make informed decisions while positioning your product or service as a top choice.
The impact of search intent on SEO
Google’s August 2024 update saw many website rankings fluctuate as Google’s algorithm better assessed how well content aligned with user intent. Google wants to ensure users get exactly what they are looking for, and failing to match intent can mean a swift drop in visibility.
Google’s goal is to provide users with content that satisfies their search needs. If your content delivers on the intent behind the query, it’s more likely to rank well. For instance, someone searching “best running shoes” wants comparisons, ratings, and expert opinions – not just a list of products for sale.
If users click on your page but quickly return to search results, it signals that their intent wasn’t met, leading to poorer rankings. Content aligned with search intent keeps users engaged, helping to reduce bounce rates.
Tailoring your content to the inter behind the search means users are more likely to find what they need. If the content matches transactional intent, for example, then the likelihood of a sale increases because you’re meeting the user at a decision point.
How to optimise for search intent
Optimising your content for search intent isn’t just about using the right keywords – it’s about understanding your audience and the journey they take. Here are some practical ways to ensure your content meets search intent:
Perform keyword research and intent analysis
Using SEO tools to examine what kind of content ranks for your target keywords can help determine what type of content aligns with a given keyword.
Evaluate and update existing content
Regularly audit your content to ensure it aligns with the intent it is supposed to address. If your article on “best kitchen blenders” is failing to rank, it could be because users expect a comparison guide with detailed pros and cons, rather than a product page.
Create content that directly matches the intent
For informational queries, focus on producing high-quality guides, tutorials, and articles that educate. For transactional queries, make sure your content pages have detailed descriptions, prices, reviews, and a clear purchasing pathway. Think about where users are in their journey and create content that matches their mindset.
Use SERP features to guide the format
Pay attention to what appears on the SERP. If the keyword generates featured snippets, structure your content to provide succinct answers. If there are shopping carousels or reviews, consider using those formats to boost visibility.
Learning from Google’s August 2024 update
Google’s August update put search intent into sharper focus than ever before. Google continues to prioritise user experience, and understanding what users are really looking for is the best way to create content that wins. We have seen that pages that adapted to meet user intent – whether through better-structured information, more relevant comparisons, or clearer transactional pathways – have fared much better in the rankings.
SEO in 2024 and beyond is all about creating a user-first experience. Search engines are refining their ability to understand and match search intent, which means your content must do the same. By focusing on what your users are trying to achieve, you can create content that not only ranks well but also keeps users engaged and drives conversion.
Whether it’s informational, navigational, transactional, or commercial investigation, aligning your content strategy with search intent is key to success. Google’s August 2024 update has shown us that taking search intent seriously isn’t optional – it’s essential for staying competitive in the ever-evolving world of search.
