Why Search Intent Matters for SEO and How We Optimize for Search Intent

Search Intent

Written by Jeremy Earle, JD

March 31, 2022

When people conduct searches, they seek out relevant information relevant to the search query they are conducting. The matching of search intent with the user’s intent can help in directing those leads towards relevant information on your site.

Suppose you’re looking to draw relevant leads to your company by utilizing the use of search engine optimization (SEO). In that case, it is important to improve your content in the order in order to align with user intent.

In this article, we’ll explain what search intent is and offer three methods to optimize your website to better align with search-related intent. If you require assistance in improving your SEO campaign to match user intent, contact us now toll-free at 833-777-RANK to talk to our specialist.

Let’s get started!

What is the importance of search intent for SEO

The reason for searching is for people to use search engines. Each person who uses an online search engine has an issue or idea in their mind. The purpose is to locate answers to their queries or to find information about a particular topic.

Prior to this, optimizing keywords was the primary priority. Companies were focused on integrating keywords in their marketing campaigns with no regard to the quality of the information on the website. It was about integrating keywords rather than focusing on details associated with those keywords.

Today, Google has gotten smarter and has shifted its focus to the user experience and delivering results that provide users with the best results.

It’s not enough to incorporate keywords into your marketing. You need to now have data that is based on these keywords. Your landing pages and content should be designed to appeal to your target audience and their needs for search.

Achieving a match with the user’s search intent is crucial. There are 4 reasons the user’s intent is important for the success of your SEO campaign.

1.You meet their requirements better

If you are able to match your search criteria, you meet the needs of users more effectively. You assist them in getting access to the information they require.

Let’s suppose someone is looking for “how to care for succulents.” If you had an establishment that offered succulents, this would be a fantastic chance to write content that addresses the question.

But, if your article was focused on the various types of succulents that can be purchased but don’t correspond to the query they are searching for. The purpose of the search is to care for the plant, not on finding the correct type of succulents.

When you satisfy your users’ desires, you’ll bring more people to your site. You’ll receive more leads that will boost the SEO rankings of your site.

Let’s suppose your content focused on how to maintain healthy succulents. If someone was searching “how to care for succulents” and found your page it will be in line with the search intent of the user extremely well. Your content will probably be more prominent, and the people who read it are much more inclined to click on and interact with your content since it matches their intent for search.

Your service is meeting their needs more effectively by offering information that is in line with their search. In this instance, a person will receive all the details they need to know on how to take care of their succulents. It could even cause someone to purchase succulents from your company!

If you meet your visitors’ desires, you’ll increase the number of people who visit your website. You’ll receive more relevant leads that will boost the SEO rankings of your site.

2.Leads need only be sent to only one source

The intent of the search is essential in keeping people on your website. If you offer them the complete information that addresses their question, they won’t have to visit multiple websites to obtain details. They will stay on your website and interact with your content.

This means they’ll increase the amount of time they spend on your site, and this is a positive indication to Google. If they find your content to be useful and stay on your site, Google will boost your page’s rank in order to allow more people to access relevant content.

It’s not just about improving your SEO rank. It also assists you in getting more leads. The leads you receive are converting for your business. It’s an excellent way to assist your business in earning leads, and to continue growing.

3.Establish yourself as an authority

A search query that matches the intent of the user will help establish your company as an expert in your industry. By providing relevant information that is in line with the user’s search queries lets your potential customers know that you’re knowledgeable and are able to address any questions that they may have regarding your products, business or industries.

Establishing yourself as an authority implies that more potential customers will visit your site. They believe that you’re skilled in your field. Building trust can lead to more visitors to your site, which boosts your SEO rankings.

4.Increase the brand’s visibility

Your website’s content aids in helping be found in search results and drives traffic to your site. If you want your website to be among the highest positions in results, it is essential to produce relevant content that is in line with the intent of searching for the keywords you want to target.

They get familiar with your brand, and they learn more about your company. This will allow you to earn more conversions later on since they’ll be comfortable with your company’s image and will be more likely to choose your brand over your competitors.

Furthermore, when your content is relevant to the search criteria, users will be more engaged browsing your website. This means they will have more opportunities to get understand your company.

If your visitors spend longer on your website, they begin to get familiar with your brand. They are familiar with your brand and are able to learn more about your company. This will allow you to earn more conversions in the future since they’ll be comfortable with your brand and will be more likely to choose your brand over your competitors.


If you’ve figured out the importance of search intent in SEO, now is the time to begin optimizing your site for it.

First, you must be aware of the various types of intent for a search. There are four kinds of search intentions you need to consider.


Informational searches are among the most popular type of searches that people use. The purpose behind these search queries is to gain knowledge about a specific area or subject. These queries are the ones with the highest volume of searches due to users are constantly searching for details.

These types of searches are performed during the phase of discovery of searching. Users are searching for rich and informative pages that offer answers to their queries. The pages should be simple to read so that users can access the necessary information quickly.


When users perform the navigational search in search of navigational results, they are seeking the right page or website. Users know which business or product they want to find; however, they need assistance to get to the right product or service website.

People typically search using the name of the brand in their search, along with the item. For instance, one could be searching “Keurig coffee maker at Target.” It is likely that they are aware that they’d like a Keurig espresso maker. And know they’d like it from Target, but they want to find a website filled with Keurig maker models to locate the one that is right for them.

When you check the results of your general searches, the search engine result pages (SERPs) are focused on the home page and product pages for specific sites.


Transactional searches are the ones with the highest commercial purpose. The majority of people use terms such as “price” as well as “sale” because they’re eager to purchase. People search specifically for items and use these phrases to find the product that best fits the best to their search criteria.

The SERPs are generally commercial pages. They contain subscription and product pages. There aren’t many informational pages since those users are past the research phase and ready to make the switch.


Commercial search is a mixture of transactional and informational searches. These are search terms that are informational and are geared towards transactions. The majority of people would like to buy. However, they are searching for the right information that will in deciding on the best product.

There are four kinds of search intentions that are classified as: Navigational, Informational, Transactional, and Commercial.

If you examine the search results for these keywords, there’s a mix of product and informational pages.

How do you optimize your Search INTENT

If you’re eager to begin optimizing your website for search engine intent to boost the effectiveness of your SEO campaign, take a look at these three suggestions.

1.Map search intent

To begin optimizing your site to meet the needs of users, begin by creating a map. Making a list of keywords can help you create an organized list. You’ll better understand how you can determine the best keywords to target and how these keywords can be incorporated into your marketing plan.

In order to prepare for mapping the intent of the search, You’ll need to make an outline chart. Make categories for your keyword as well as the volume of searches and intention type (one from the 4 types listed above) and also the value of the keyword. Charting will help you understand your keywords and their meaning more clearly.

Once you’ve got your chart created, then you can begin your keyword research. Once you have identified each potential keyword, you can fill in the details on your chart. This will allow you to identify the primary search intention for the keyword, and help you better match it to the search query of the user.

2.Take data from the SERPs

If you’re looking to better match the intent of your search, take a look at the SERPs associated with your search term. If you type your keyword via Google’s Search Engine, you will be able to see the kind of results Google produces. Be sure to do it in private or in a cache-free mode. Clear your browser in order to obtain unbiased results from your search.

When you look at the SERPs, it is possible to examine the keywords you are using and discover why some pages are more popular than others. You can see which pages are at the top of the search results and what kind of information they have in their contents.

This will help you concentrate on the kind of information that you must incorporate into the content. The most efficient way to do this is to note down the information they use in their posts and think about improving your own content.

The SERPs analysis will assist you in getting a greater understanding of how to create content that is relevant to the search query and better than your competitors.

Let’s return to the succulent illustration. If someone is searching “how to maintain succulents” the first results will give some brief paragraphs about maintenance.

Therefore, you must like your site to be featured in the results.

How can you elevate your blog posts to the next stage?

It could be that it is as easy as making a list of numbers. Instead of writing paragraphs, you could create the list in a number with some guidelines on how to look after succulents. It’s not much; however, a list with numbers will enhance the quality of your content since it’s more readable than long paragraphs.

Examining the SERPs can aid in getting a better understanding of how to improve the relevance of your content to the search query and better than your competitors.

3. Evaluate existing content

In the event that you’ve already written content that you’ve created, you’ll need to examine it. It’s crucial that your current content is compatible with searching intent, as well. Spend time analyzing your content to determine how closely the information is aligned with the search intention.

The first step is to examine the keywords used for your page’s content. You’ll need to remove the keywords from your site and then search them on Google. Like the tips previously mentioned, you’ll want to examine the results from the search results to see what content is ranked in these results.

Based on the articles that rank the highest, You can determine the extent to which your content is matched with the top places in the rankings. If your content doesn’t match with the selected keywords, it is recommended to review your keywords and pick alternative ones that can be included in search results that are more relevant to your content.

There is also the option of revamping your content. You can revise and edit your content to match better with the content’s keywords.

Rank Fire will help you to optimize the effectiveness of your SEO campaign to meet the intent of users searching.

If you are able to understand the search intent and intent, you can help your company find the most effective way to enhance the effectiveness of your SEO campaign. Achieving the right match between search intent and user behavior helps to drive more visitors to your site. At Rank Fire, we understand how to improve SEO campaigns to meet user intent.

We’re a full-service digital advertising firm that is specialized in optimizing campaigns for intention to search. Our team of professionals will apply their expertise and knowledge to your advertising campaign. We’ll help you design an appropriate campaign to meet the needs of your company.

Optimize your site for search intent now!

If you’re looking to begin making more qualified leads through SEO marketing, contact us on our website or contact us now toll-free at 833-777-RANK to discuss your needs with an expert strategist.

We’re looking to help your business grow!

You May Also Like…