Why Search Intent is so important for your content | Ep. #16

Hi, my name is Phillip Stemann, and I’ll be learning you how to succeed with your website.

Have you ever built a piece of content and then wondered, why isn’t this piece of content ranking? I have technically optimised it. The content is relevant. Why is it not ranking? Well, search intent can be the reason why today I’ll be sharing four different types of search content there are. And I’ll be sharing how you can match these four search intents. Overall search content is basically what the person who is searching is expecting. It can be that they are searching for a specific website.

Well then they are probably going to reach that website. And if you try to rank for that website, they will never click on your website even though you will rank top 10. So it’s important before you build out your piece of content that you match the search content for the keyword. Okay, let’s jump into the four different types of search intents.

And the first one I’ll be sharing with you is informational intent. It’s basically people who are looking for information. It could be about the weather. It could be about how to set up a WordPress website, how to cook a certain dish or similar. They have no intention of buying anything. They’re just investigating a subject. They often search with a question because they are looking for an answer. Google is understanding everything and it goes very, very far. Google knows, for instance, that if you search for meat sauce, you’re looking for the recipe, not the story behind the meat sauce. Google become smarter every day and learn every day by your actions.

The next one I will be sharing with you is navigational intent. This is the intent where people know what they are looking for, and they’re going straight for it. For instance, if they want to go to Pinterest, they Google Pinterest with the navigational intent of going to Pinterest, not to see a review of Pinterest or how to use it. So if you rank high for a navigational intent keyword, you will only benefit from it if your website is actually what they’re looking for. Otherwise, it’s most likely they will never click on your website.

The third intent is transactional intent. This is when people are ready to buy. At this point, they have surpassed the informational intent, and they just want to buy a product. They’re not looking to know what’s the best camera in a category. They know this already because they have been through the informational intent or the next intent I will tell you about. They are just looking to buy, and they just want to find the cheapest price maybe.

Newsletter section

Software reviews each week

Join 700+ other subscribers and get a marketing tool review and an actionable marketing tip every week.

The last intent is called commercial intent or commercial investigation. This can be discussed because this is a bit like informational intent, but it’s more specific in the way that it’s basically a pre purchase search. For instance, if you want to figure out what washing machine is the best, you Google the best washing machine and then you get a list of washing machines with reviews maybe.

Furthermore, there is something called keyword intent. The words that people use in their search phrase tell us a lot about their search. And if the search phrase contains words like buy, purchase, deal, cheapest, then the intent is transactional. However, if they use words like how to, the best way to, review and so on, then the intent is informational.

You can also go a step deeper. For instance, when you have found your keyword, what you want to rank for. Take a look at the top ten. What type of content are they doing? Are they doing a list? Are they doing a full on review? Is it a video maybe? It’s extremely important that you match this, because the reason why they’re on top ten, is because they have matched the search intent.

So before you start creating your content, you can hopefully now see it’s important you figure out what type of content you need to do for your keyword. You figure this out by simply searching for your keyword with the right settings and check the top ten, as I mentioned.

Is it informational? Is it navigational or maybe transactional? Often you will see that the keyword or the key phrase you’re looking into is not a good pick for you. And this is important to walk away. The worst thing you could do is spend hours on a piece of content that no one will click on. So promise me from now on, it will be part of your content strategy when you’re building everything.

So that’s been it. I hope it’s been helpful. I would highly appreciate if you would leave a review wherever you are listening to this podcast. And remember, consistency is key to success. Let’s catch up on the next one.

Phillip Stemann
Phillip Stemann
I have been in the software industry for 10+ years, and I’ve gathered a ton of experience I’m sharing with you. I test out tools each week and share my findings with you, for you to easily choose the right software for your needs. I have so far reviews many types of software and even built software myself, it’s a huge passion for me.