/The Importance of User Search Intent to SEO and How We Can Do It Well

The Importance of User Search Intent to SEO and How We Can Do It Well

The first article of the new year, I wish everyone a happy new year and good luck!

Unfortunately, when you read this article, I was hospitalized in the ward. But fortunately, it was not a serious illness, and it was resolved within a week.

Why do I write this sentence? I rarely come to the hospital, but every time I come to the hospital, I will have some feelings and melancholy. Many of the things we complain about on a daily basis seem insignificant when compared to our health. Sai Weng loses his horse, how can I know it is not a blessing. When we have been running around in the impetuous city for a long time, when we are accustomed to seeing beautiful things, we suddenly come to contact the angel in white in the hospital, or it can make us meditate for a while.

Well, back to the main topic of our article, let’s look at the outline first.

1. What is user search intent?

2. Types of user search intent

3. How to optimize for different types of search intent

4 Conclusion

What is user search intent

Over the years, Google has become increasingly able to determine people’s search intent. The entire Google search results page is now trying to best match search intent rather than pinpoint keywords. In some cases, the exact search term is not even the same as the title and description in the Google display results. This happens because Google is getting better at determining people’s search intent.

Google wants to rank highly the pages that best match a user’s search intent. Students who are familiar with Google’s algorithm must know that it has done a good job in this regard.

There are approximately 3.5 billion searches per day. According to statistics, a searcher uses about 3 words in a search query. Google has to figure out exactly what they want in order to give them the search engine page results they need. Your job is to create content that is relevant to Google users and matches their search intent.

Types of user search intent

Are there different types of search intent?Of course

Let’s take an example first, for example, let’s search for keywords related to sunglasses.Depending on the keywords you use, search engines can interpret your query results into different intents

How big are sunglasses frames – this is informational

Search for a specific brand of sunglasses – this is a navigational category

Low Price Sunglasses – This is in the deal category

We can generally divide the search types of users into the above three categories

So do you know which of these three types of search intent is the most popular?

Research shows that over 80% of search intent is informational, 10% transactional, and 10% navigational.

So can it be concluded that when we write articles, more topics can be focused on information, followed by transactions? Of course, this can depend on the situation.

So below I will list some of the different types of search intent how to optimize.

How to Optimize for Informational Search Intent

An informative search query covers a wide range of topics with potentially thousands of relevant results, such as how to peel a pomegranate, how to apply mascara, and so on. Apart from these questions, the main question is how to make your website stand out and respond to the needs of users.

In most cases, informational search queries contain questions like:

  • How can I
  • What is
  • How to do
  • What are the benefits of
  • How do/does
  • Ways to method
  • Guide
  • Tutorial tutorial

Therefore, when we create content, we can also write corresponding copy around these content, so that your content meets the search needs of users.

The most effective information search content types should include:

blog posts with tips, lists

how-to videos how-to videos

infographics infographics

step by step guides


The “formula” you should be targeting is the information query + your industry term.

Take the sunglasses mentioned above for example

In this case, you may need to optimize “what are the benefits of sunglasses” or “how to clean sunglasses”. You have informational queries (what are, how to, what is, etc.) + your industry term (sunglasses).

Then we went directly to Google and searched for “what are the benefits of sunglasses”

We can see that the first result, position zero, is a straightforward answer to protect our eyes from UV rays. This is above all search results. This also shows that this part of the content directly responds to the user’s search intent.

Next, let’s summarize the types of more effective information content.

  • blog posts with tips, lists
  • how-to videos how-to videos
  • infographics infographics
  • step by step guides
  • checklists

Our main goal should be to create usefulhigh quality content, and provides useful information related to the query. Remember that users want actual information and direct answers. Through the content you create, you can satisfy your users, drive traffic, and lead to your website. To add value, create content optimized for search purposes.

How to Optimize Navigation for Search Intent

With a navigational query, users want to visit a specific website or product/service that they already know about.

Most likely it’s a brand name or the name of a product or service the user is searching for, such as: facebook login, amazon, adidas, etc.

You may be asking here why users need to search for brands instead of typing the url directly, because it is difficult for users to remember every favorite url, but it is much easier to remember a favorite brand.

In fact, there is not much to say in this section, because if the user knows your ranking, no matter how they search, they can find you. Just a brief mention here.

How to Optimize for Transactional Search Intent

Users may enter a series of purchase-related keywords in order to search directly to the page they want.

For example:

  • Buy Buy
  • Where to buy
  • Discount discount
  • Apply Apply
  • Purchase
  • Coupons
  • Schedule appointment
  • Reserve
  • Deals
  • For sale
  • Order
  • Download

Since these queries are most likely to provide ROI in search (whether paid or free), we need to know what type of content should be written for transactional search queries.

Let me give you another formula: transaction keyword + brand/product/service name/industry term.

Taking the above sunglasses as an example, users are likely to search for where to buy ray ban sunglasses.


When we produce content, researching topics and data is an essential process. I’m summarizing what we can do in general when making content.

  • Identify valuable content types first
  • Match content topics that fit the genre
  • Use keywords that users must search for
  • Create relevant content around user needs

Finally, I will provide you with a tool for selecting content topics.answerthepublicwhich is one of my daily favorite tools.

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