Keyword Intent Explained: How To Optimise Content For High-Ranking Keywords

What is Keyword Intent?

Keyword intent refers to the underlying purpose or motivation behind a user’s search query. Also known as search intent, It represents what the user hopes to accomplish when entering a keyword or phrase into a search engine. 

Let’s say you typed “Olympics 2024” in the search bar.

You searched for it because you may want to read the news about the competitions or learn more about their schedule. You may also want to know the standing of the countries regarding the medals acquired. 

Understanding why people search for a particular keyword is essential for effective SEO. It can help marketers or content creators align their content with what users seek, improving its discoverability and ranking. Moreover, by knowing the keyword intent, marketers can help solve the user’s problem through content. 

There are four things a user could be trying to achieve when they search a keyword: to be informed, to navigate, to do a commercial investigation, or to transact. Let’s discuss each keyword intent in the following section.

Types of Keyword Intent

As mentioned above, there are four main types of keyword intent, each representing a different phase in the user’s decision-making process. Understanding these types is essential for creating helpful content.

Below is a table summarising the key aspects of each type of search intent, offering a clear guide for targeting and optimising content for each one. Afterwards, there is an in-depth discussion of each search intent.

Type of keyword or Search Intent	Key Features	Examples
Informational Intent	Users are seeking answers, knowledge, or information	“How to start a blog.” “Benefits of Pilates” “What is Keyword Intent”
Navigational Intent	Users are trying to find a specific website or webpage	“Twitter login” “Gmail” “DBS Customer Service”
Commercial Investigation Intent	Users are comparing products or services and are close to purchasing	“Best laptops 2024” “Pixel watch vs Garmin” “Top SEO tools”
Transactional Intent	Users are ready to purchase or take a specific action	“Sign up for Netflix” “Buy Pixel 7” “Grab discount codes.”

Informational Intent

Informational intent means the searcher is only interested in information and has no intention of completing a purchase. There are better times to sell them later. These queries are often characterised by “how to,” “what is,” and “where can I find” phrases.

The goal here is to provide information, often in the form of a blog post, that answers the user’s query. Here are some of the modifying words that denote informational searches:

• How to 
• Why
• The best way to
• Definition of 
• History of
• What is 
• What … means
• Anatomy of
• Tips/Guide for

Application: To target informational intent, create educational content such as blog posts, guides, tutorials, or infographics. The goal is to provide valuable information that satisfies the user’s curiosity and positions your brand as an authority.

Navigational Intent

Sometimes, users are looking for a specific website. They already know where they want to go and use search engines as a shortcut.

For example, a user typing “Twitter” into the search engine is most likely looking for Twitter’s homepage. These queries are easy to identify and usually include the brand name or website. More examples are:

• Facebook login
• Amazon Customer Service
• Youtube

Your brand name searches are one of your most significant business assets. If someone types in your brand name, they’re either already familiar with you or trying to find out more. It’s your job to ensure they find you and not a competitor.

With navigational searches, here are a few things you need to work on:

• Every search related to your brand must land on your website or a specific page.
• The website or page that best satisfies the searcher’s needs should offer answers or intuitively direct the user to take the intended action.

Application: For navigational intent, ensure your website’s brand name and key pages are optimised to appear prominently in search results. This type of intent is more about ensuring visibility than creating new content. 

Commercial Investigation Intent

You can see this type of intent when users compare products or services and are close to deciding. They are researching to find the best option before committing. Moreover, the user is on the verge of making a purchase but has yet to decide, so they are looking for more information.

Commercial Investigation intent queries usually contain words like:

• Reviews 
• Comparisons 
• Ratings 
• vs. 
• Recommendations 
• Top 10
• Best (price, quality, etc.)

Application: Create comparison articles, reviews, and case studies to address commercial investigation intent. Highlight the benefits of your product or service while providing objective information to help users make an informed decision.

Transactional Intent

Users with transactional intent are ready to purchase or complete an action, such as signing up or downloading an app. As the name suggests, keywords are searches that lead to a transaction.

Here are some of the most common keywords to look out for: 

• Buy
• Shop
• Order 
• Purchase 
• Coupon (code)
• Free shipping
• Deals

Application: To target transactional intent, focus on optimising product pages, landing pages, and calls to action (CTAs). Use clear and persuasive language to drive conversions and make the purchasing process as smooth as possible.

How to Identify Keyword Intent

Some keyword intent is easy to identify if they are informational, navigational, for commercial investigation, or transactional. However, most queries are ambiguous, requiring research to determine the user’s intent. To help you, here are some ways on how to effectively identify keyword intent:

Analyse the Search Query Structure

The structure and wording of a search query often reveal the user’s intent. The different types of keywords indicate different intents:

• Informational Keywords: Queries that start with words like “how,” “what,” “why,” or “guide” often signal informational intent. 
• Navigational Keywords: Brand, website, or product names that suggest navigational intent. 
• Commercial Investigation Keywords: Keywords that compare products or services, such as “best,” “top,” “vs,” or “review,” indicate that the user is in the research phase of their purchasing journey. 
• Transactional Keywords: These keywords are action-oriented and often contain words like “buy,” “order,” “download,” or “sign up.” 

For examples of each, see the comparative table in the section where we discuss the types of search intent.

Examine SERP Features for Clues

The search engine results page (SERP) provides valuable keyword intent insights. By analysing the types of content and SERP features that appear for a keyword, you can infer the purpose behind it:

• Featured Snippets and Knowledge Panels: These typically appear for informational queries. If you see a featured snippet, users are likely looking for a quick answer or detailed information on a topic. Below is a sample of a featured snippet:

• Local Packs: These appear for queries with local intent, often linked to commercial or navigational intent. If you see a local pack, the keyword is likely associated with users searching for businesses or services in a specific area.

• Product Carousels and Shopping Ads: These are common for transactional queries. These features suggest that users are ready to make a purchase.

• People Also Ask (PAA) Boxes: If you see PAA boxes, it typically indicates informational or commercial investigation intent. Users explore related questions, often looking for more detailed information or comparisons.

Use Keyword Research Tools

Keyword research tools like Ahrefs, Google Keyword Planner, SEMrush, and Moz can help you identify keyword intent by providing data on search volume, competition, and the type of content that ranks for specific keywords. These tools often categorise keywords by intent, allowing you to filter and analyse them accordingly:

• Search Volume and Competition: High-volume keywords with low competition may indicate informational or navigational intent, while high-competition keywords with high commercial value often signal transactional or commercial investigation intent.

Image source: Ahrefs

• Content Analysis: Look at the top-ranking content for a given keyword to understand its type of intent. For example, if the top results are blog posts or guides, the purpose is likely informational. The intent may be transactional or commercial if the results include product pages or comparison articles.

Consider the User’s Journey Stage

The stage of the user’s journey can also provide clues about keyword intent. Understanding where your audience is in their journey—whether they are in the awareness, consideration, or decision stage—can help you better identify intent:

• Awareness Stage: Users are likely searching for information to educate themselves. Keywords in this stage are often informational. Content targeting informational intent can help attract users just beginning their research.
• Consideration Stage: Users are evaluating different options. Keywords here likely relate to comparisons, reviews, or best-of lists, indicating commercial investigation intent.
• Decision Stage: In this stage, users are ready to take action, such as purchasing or contacting a business or taking a specific action. Keywords in this stage are usually transactional. Content optimised for transactional intent can drive conversions by meeting the user’s immediate needs.

Incorporating keyword intent into the content strategy ensures you deliver the right message at the right time. It helps create a seamless experience that addresses the user’s needs and moves them closer to conversion.

Analyse Competitor Content

Reviewing the content that competitors rank for the same or similar keywords can give you additional insights into keyword intent. Pay attention to:

• The Type of Content: These are blog posts, product pages, landing pages, or comparison guides. The type of content indicates the kind of intent the content is targeting.
• Content Format and Structure: How the content is organised and presented. For example, long-form articles with in-depth explanations likely target informational intent, while concise, conversion-focused pages target transactional intent.

Monitor User Behavior and Engagement

You can get information if your content aligns with the user’s intent by analysing how users interact with your content. Here are some of the success metrics you can track:

• Click-Through Rates (CTR): A low CTR may indicate that the user’s keyword or search intent and your content are not aligned.
• Bounce Rate and Average Dwell Time: High bounce rates and low dwell times suggest your content may not satisfy the user’s intent.
• Conversion Rates: For transactional keywords, monitoring conversion rates can help you assess whether your content effectively meets the intent.

Top 5 Keyword Intent Tools

Here is a comparative table of the top five keyword intent tools according to several key aspects. Each tool offers unique strengths, so you must consider your specific needs, budget, and the scale of your SEO efforts in choosing the best tool for you. Beyond the comparative matrix, there is a discussion about each tool, highlighting its strengths and weaknesses. 

Tool	Keyword Intent Categorisation	SERP Analysis	Key Features and Functionalities	Data Accuracy and Reliability	Pricing
Ahrefs	Highly accurate categorisation with extensive options for different intents	In-depth analysis of SERP features like snippets, local packs, and competitor rankings	Comprehensive suite including content gap analysis, backlink analysis, and keyword explorer	Highly reliable with up-to-date data, extensive keyword metrics, and trend tracking	Starting at USD 99 per month
SEMrush	Strong categorisation focused on commercial and transactional intents	Detailed SERP analysis with emphasis on competitor insights and keyword gaps	Includes Keyword Magic Tool, site audits, backlink analysis, and content marketing tools	Very accurate, especially for commercial and transactional keywords with real-time data	Starting at USD 119.95 per month
Moz	Precise categorisation is robust for informational and navigational intent	Good SERP analysis focusing on keyword difficulty and page authority	Offers Keyword Explorer, on-page grader, and link explorer, with a focus on basic SEO needs	Reliable data, though not as extensive as Ahrefs or SEMrush, is best for basic to intermediate users	Starting at USD 99 per month
Google Keyword Planner	The basic categorisation is helpful for broad keyword intent but lacks depth	Limited SERP analysis, focused mainly on Google Ads integration and keyword suggestions	Provides basic keyword suggestions, search volume, and competition analysis, integrates with Google Ads	Basic data accuracy, primarily focused on Google’s advertising network, not comprehensive for organic SEO	Free with a Google Ads account
Ubersuggest	Good basic categorisation with a focus on informational and commercial intent	Decent SERP analysis with emphasis on content ideas and keyword trends	Includes keyword suggestions, backlink data, and basic site audits, with a focus on affordable SEO solutions	Moderately accurate, suitable for basic research but less comprehensive than premium tools like Ahrefs or SEMrush	Free version available; paid plans start at USD 12 per month

Ahrefs

Ahrefs is a comprehensive SEO tool widely recognised for its robust capabilities in keyword research, backlink analysis, and content optimisation. It’s powerful in keyword intent categorisation and SERP analysis.

Strengths:

• Keyword Intent Categorisation: Highly accurate with extensive categorisation options.
• SERP Analysis: In-depth and detailed, providing valuable insights into ranking factors.
• Data Accuracy: Reliable and up-to-date, ensuring your content strategy follows current trends.

Weaknesses:

• Pricing: Starts at $99/month, which might be prohibitive for small businesses.
• Learning Curve: Although user-friendly, many features can overwhelm beginners.

SEMrush

SEMrush is a versatile tool that covers a wide range of SEO needs, including keyword research, site audits, and competitive analysis. It’s solid in identifying commercial and transactional keyword intents.

Strengths:

• Commercial and Transactional Intent: Excels in identifying and targeting keywords with high commercial value
• Comprehensive Features: Offers a wide array of tools for various aspects of SEO, making it a one-stop solution.
• Scalability: Suitable for both small businesses and large enterprises, with extensive multi-user features.

Weaknesses:

• Pricing: Starts at $119.95/month, making it one of the more expensive options.
• Usability: The extensive feature set can make it a bit overwhelming for beginners.

Moz

Moz is a user-friendly SEO tool well-suited for small—to medium-sized businesses. It offers solid keyword research and SERP analysis, emphasising simplicity and ease of use.

Strengths:

• User Interface: Simple and intuitive, making it ideal for beginners.
• Keyword Categorisation: Clear and practical, particularly for informational and navigational intents.
• Pricing: Competitive, starting at $99/month, offering good value for small businesses.

Weaknesses:

• Data Depth: Less comprehensive than Ahrefs or SEMrush, especially for advanced users
• SERP Analysis: Good, but less detailed and extensive than the leading tools.

Google Keyword Planner

Google Keyword Planner is a basic, free tool primarily used for keyword research in conjunction with Google Ads. It’s useful for broad keyword intent identification but needs more depth of more advanced tools.

Strengths:

• Cost: Free to use with a Google Ads account, making it accessible to everyone.
• Ease of Use: Straightforward interface that’s easy to navigate, even for beginners.
• Broad Keyword Research: Good for identifying general keyword intent and search trends.

Weaknesses:

• Limited Features: Lacks advanced features like detailed SERP analysis and intent categorisation.
• Data Scope: Focused more on paid search and less on organic SEO.
• Support and Resources: Limited compared to premium tools, with most resources geared towards Google Ads users.

Ubersuggest

Ubersuggest is an affordable, user-friendly tool that offers basic SEO features. It suits startups or small businesses and provides essential keyword research and analysis functionalities.

Strengths:

• Affordability: A free version is available, with paid plans starting at $12/month.
• User Interface: Simple and easy to use, perfect for those new to SEO.
• Keyword Trends: Good for tracking keyword trends and identifying content opportunities.

Weaknesses:

• Data Accuracy: Less reliable than premium tools, particularly for advanced keyword analysis.
• Feature Limitations: Lacks the depth and range of features found in tools like Ahrefs or SEMrush.
• Scalability: Best suited for individuals or small businesses, not ideal for large-scale SEO operations.

How to Organise Keywords for Maximum Conversions

Keyword intent will help you determine the direction to take when creating your website’s content. Remember, the end goal is to give the user what they want, and you want to leave them satisfied and happy with the results they get. 

Organise the Keywords and Phrases by the Required Action

Organising keywords by intent is one way to go about it. You may also organise them by the action you want your visitors to take.

Here are a few examples:

• List of keywords that require visitors to sign up for your newsletter. 
• Keywords that push users to download an eBook, whitepaper, or other content. 
• Keywords that direct visitors to your blog posts and other informational pages
• Keywords that push visitors to take a product tour or view a demo video.
• Keywords that take visitors straight to the checkout page

Alternatively, you can organise keywords based on whether they’re suitable for creating new content, landing pages, or optimising and updating old pages. You also want to manage the keywords by landing page type, especially for commercial keywords. Transactional and informational queries may require different types of content and landing pages. 

For example:

• Blog posts (lists of upcoming events, holidays, gift ideas, top trends, etc.)
• FAQ pages (especially for navigational queries)
• On-site glossaries (if you’re in a jargon-laden industry)
• Various types of cornerstone content (guides, ebooks, cheat sheets, etc.) 
• Product support pages (manuals and installation videos)

You want to use Excel or Google Spreadsheet to organise your keywords using multiple labels. With keyword research, you first list your keywords, their competition, search volume, intent, keyword difficulty, cost-per-click, etc. The next step is to organise them into buckets based on their intent, the action required, and the type of landing page you plan to create.

Here’s a template you can copy and use: 

Lastly, you should integrate the spreadsheet into a project management platform like Trello, Cyfe, or Asana to facilitate sharing. Using keywords with intent is an effective way to maximise your conversion rate.

How to Create Content that Matches Keyword Intent for High-Ranking Keywords

By aligning your content strategy with the specific intent behind high-ranking keywords, you ensure that your content attracts traffic and meets users’ needs, ultimately leading to higher engagement and conversion rates.

Understand the User’s Needs

• Research: Use keyword research tools to understand what users look for when searching for a particular keyword. Then, analyse top-ranking pages to see what kind of content performs well.
• User Personas: Develop content addressing your target audience’s needs and preferences.

Craft Relevant Content

• Answer Specific Questions: Answer specific questions related to the keyword. For “best ergonomic office chairs 2024,” address questions about features, pricing, and brand comparisons.
• Include Key Details: Offer detailed and specific information that helps users make an informed decision. For instance, include specifications, benefits, and user feedback for each product.

Optimise On-Page Elements

• Title Tags: Ensure the title tag includes the keyword and reflects the user’s intent. For example, “Best Ergonomic Office Chairs of 2024: Top Picks and Reviews.”
• Meta Descriptions: Write compelling meta descriptions that summarise the content and include the target keyword. For example, “Discover the top ergonomic office chairs for 2024 with our comprehensive reviews and buying guide.”
• Headers and Subheaders: Use headers (H1, H2, H3) to structure your content and include relevant keywords. Headers and subheaders help search engines and users navigate the content easily.

Provide Value

• User Experience: Ensure the content is easy to read, engaging, and provides actionable insights. To enhance the user experience, include visuals, such as product images and comparison charts.
• Call-to-Actions (CTAs): Include clear CTAs that guide users towards the next step, whether purchasing, signing up for a newsletter, or reading related content.

Case Study: How to Use Keyword Intent in SEO and Content Strategies

Business: Online Furniture Retailer

• Marketing Goal: Increase sales by targeting high-intent keywords related to furniture purchases.
• Keywords Targeted:
  • For Transactional Intent: “Buy ergonomic office chair,” “Best price sofa set,” “Purchase dining table online.”
  • Commercial Investigation Intent: “Best ergonomic office chair 2024,” “Top-rated sofa sets,” “dining table reviews.”

Strategy:

• Content Creation:
  • Product Pages: You can create detailed product pages optimised for transactional keywords, including high-quality images, detailed descriptions, customer reviews, and clear CTAs like “Buy Now” or “Add to Cart.”
  • Comparison Guides: You can develop content comparing products, such as “Top 5 Ergonomic Office Chairs of 2024,” targeting commercial investigation keywords. This content included in-depth reviews, pros and cons, and buying tips.
• On-Page Optimisation:
  • Title Tags and Meta Descriptions: Optimised for relevant keywords, e.g., “Best Ergonomic Office Chairs 2024″ and “Top Picks and Reviews.”
  • Internal Linking: Linked from comparison guides to relevant product pages to guide users toward purchasing.
• Paid Advertising:
  • PPC Campaigns: Run targeted ads for transactional keywords with optimised landing pages to convert visitors into customers.

•  

Results:

• Increased Traffic: The site saw a significant increase in organic traffic from users searching for transactional and commercial investigation keywords.
• Higher Conversion Rates: Product pages optimised for high-intent keywords had higher conversion rates, as users who landed on these pages were further along in the purchasing decision process.
• Improved ROI: PPC campaigns targeting transactional keywords yielded a high return on investment (ROI), with increased sales and reduced cost-per-acquisition (CPA).

Frequently Asked Questions

What is keyword intent?

Keyword intent is the reason behind a user’s search query, reflecting what they aim to achieve, such as finding information, purchasing, or visiting a specific site.

How can I identify keyword intent?

Identify keyword intent by analysing the search query, reviewing the type of content that ranks for the keyword, and observing user behaviour through tools like Google Analytics.

What are the main types of keyword intent?

The main types are informational (seeking information), navigational (finding a specific site), transactional (making a purchase), and commercial investigation (comparing products).

How does keyword intent impact SEO?

Keyword intent guides content creation and optimisation, helping align content with user needs and improving engagement and conversion rates.

Can keyword intent evolve?

Yes, keyword intent can change over time due to shifts in user behaviour, market trends, or technological advancements. To stay relevant, regularly update your strategy.