How to Use Keyword Intent to Maximize Conversion Rate

How to Use Keyword Intent to Maximize Conversion Rate _ MediaOne Marketing Singapore

After keyword research, you’re armed with a list of potential keywords to target

Let’s say one of the keywords is “Vanilla Ice Cake.” The question running through your head is, “What about it?”

Does the searcher want to order, cook, or find out how many calories are in this delicious treat? Knowing what the user really wants is key.

Google no longer serves up the same ten blue links as it did a decade ago. 

The search engine giant has become very adept at understanding intent and providing results that best match the search query.

But that responsibility doesn’t just fall solely on Google. As a Search Engine Optimiser, it’s also part of your job to understand the intent behind a keyword and match it with the right content. 

So, What’s Keyword Intent?

Simply put, keyword intent is understanding why somebody searched for a particular keyword and then serving your content accordingly.

There are four things someone could be trying to achieve when they search a keyword:

  • Navigate: The searcher wants to find a specific website
  • Informational: The searcher wants to find out more about something
  • Transactional: The searcher is looking to buy or sign up
  • Commercial Investigation: The searcher is researching a purchase

For example, when someone Googles “Vanilla Ice Cake,” it’s almost certain they’re looking for a recipe.

But it could be that they’re also looking to buy it or see how many calories are in it.

Types of Search Intent

Types of Search Intent | MediaOne Marketing Singapore

Credits: WordStream

As we’ve already mentioned, there are four main types of intent that you have to consider when optimizing a page for a keyword.

Let’s break them down a bit more. 

Commercial (High Intent)

We generate content mainly to get leads, sales, and conversions. 

So, it stands to reason that keywords with commercial intent are the most important of the four categories.

Commercial keywords are, as the name suggests, searches that lead to a commercial transaction. They signify a strong intention to purchase or sign up for a service. 

Examples of commercial keywords are “buy X product,” “product y free shipping,” and “find Z store near me.”

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

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

When an online user includes one of these phrases in their search query, it’s a sign that they’re ready to purchase the product or service.

Informational Intent

Informational intent means the searcher is only interested in information and has no intention of completing a purchase.

So, it’s probably a bad idea to try and sell them something, at least not right away.

These queries are often characterized 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

Navigational Intent

Sometimes, users are looking for a specific website. For example, a user typing “Twitter” into the search engine is most likely looking for Twitter’s homepage.

These queries are easy to identify, usually including the brand name or website.

ALSO READ  Making Your Logo? Here Are 10 Amazing Advice To Follow

Your brand name searches are one of your biggest 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 on your site
  • The website or page satisfies the searcher’s needs in the best possible way. It should offer answers or intuitively direct them on how to do the intended action

You want to start paying attention to search queries that contain your brand name. Monitor how they rank in the search engine results and look for opportunities to optimize.

Transactional Intent

get google ranking ad

This type of intent is a combination of informational and commercial. The user is on the verge of making a purchase, but they have yet to make up their mind, so they’re looking for more information.

The users are somewhere near the end of the buying cycle, and they have already done some research.

Transactional intent queries usually contain words like:

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

To maximize the conversion rate, you should target searchers who are ready to complete a purchase but still need more information. 

How to Identify Keyword Intent

How to Identify Keyword Intent | MediaOne Marketing

Credits: SemRush

Some keywords are easy to classify, and you can tell from a casual glance if they’re commercial, transactional, or informational. 

However, most queries are ambiguous, and it takes a bit of research to determine the user’s intent.

Google has been working hard to understand the searcher’s intent, so it’s best to use their insights when you’re trying to identify keyword intent.

This can be done using the so-called “Universal Search,” a combination of organic, video, and image results.

By looking at the Universal Search results, you can get an idea of what type of user intent the search engine targets.

Interpreting User Intent Based on the Type of Search Results

The easiest way to identify keyword intent is by looking at the type of search results that appear for a given query.

Here are the different types of search results and the search intent they represent:

“Quick-answer” search boxes”

Quick answers are the short answer boxes that appear at the top of the SERP. For example, if you search for “what is a podcast,” the first result will be a short explanation. They’re usually related to informational searches.


“People Also Ask”

These are the groups of questions that appear in the search results when you perform a query. They’re related to informational searches as well.

Google’s Shopping Results

These are the product listings that appear when you search for a commercial keyword. For example, if you search for “Jordan 4, “the search engine will show you product listings related to your query.

Local Results

These appear when you perform a local search, such as “restaurants near me.” They usually signal navigational intent.

Rich Media Search Results

These are the multimedia results that appear when you search for something like “best TV show.” They’re usually informational searches.

ALSO READ  Keep Up With The Changes In Content Industry

Using Serpstat

Another great way to analyse keyword intent is by using Serpstat.

The tool won’t tell you the exact user intent but will reveal the universal search type related to a query. 

You can even filter the results or restrict your search to queries triggering a particular type of universal search.

Serpstat can be very helpful when working on a specific SEO strategy. A good example is when you’re creating an editorial calendar and want to research keywords that trigger particular search results, like PAA, Rich Media, or Shopping results.

How to Organize 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. You want to leave them satisfied and happy with the results they get. 

Organize the Keywords and Phrases by Intent

Once you’ve identified the type of queries users are searching for, it’s time to organize them into groups that trigger different types of search results.

Here are a few pointers to keep in mind when organizing keywords:

#1. Keywords with information intent are usually the straightforward content ideas you send to your content development team.

#2. Keywords with transaction intent include content ideas such as product comparisons, FAQs, reviews, product manuals, product listicles, and other content pieces. They’re meant to walk the user down the “buying funnel” and convert them into paying customers.

#3. Keywords with commercial intent: The best way to optimize product pages is to ask your SEO team to optimize the page for targeted keywords. Alternatively, consider creating product bundles or “buy now” landing pages that match the exact high-intent search query. 

For example, if a user searches for “black Nike shoes,” you can create a landing page specifically targeting this query.

#4. Keywords with navigational intent may be further organized by intent: For example, some queries will have the “buy now” intent, while others signal transactional intent (the potential buyer is still researching your product reviews).

Some of the keywords under this category should be sent to your reputation management teams, while others must go to your sales and customer support teams.

Organize the Keywords and Phrases by the Required Action

Organizing keywords by intent isn’t the only way to go about it. You may also organize 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 may opt to organize keywords based on whether they’re good for creating new content or landing page or for optimizing and updating old pages. 

You also want to organize the keywords by landing page type, especially for commercial keywords. Transactional and informational queries may require different types of content and landing page. 

ALSO READ  Why And How Should I Hire An Account Executive?

For example:

  • Blog posts: (lists of upcoming events, holidays, gift ideas, top trends, etc.)
  • FAQs 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 organize your keywords using multiple labels. With keyword research, you first list your keywords, along with their competition, search volume, intent, keyword difficulty, cost-per-click, etc. 

The next step is to organize them into buckets based on their intent, action required, and the type of landing page you plan to create.

Here’s a template you can copy and use:

Lastly, for easy sharing, you want to integrate the spreadsheet into a project management platform like Trello, Cyfe, or Asana. 

Using keywords with intent is an effective way to maximize your conversion rate.

How to Use Keyword Intent

How to Use Keyword Intent | MediaOne Marketing Singapore

Credits: SemRush

Once you’ve identified a keyword intent, you can begin creating content that is tailored to the intent. Here are a few tips on how to use keyword intent for maximum effect:

Commercial => Entice

Add eye-catching product image. The images must capture your product from all angles and any special features that make it stand out from the competition. Use targeted calls-to-action (CTAs) to encourage the user to take action. 

And lastly, you want to share irresistible offers such as special promos and product discounts.

Informational => Educate

Provide accurate and detailed information about the product or service. Focus on answering customers’ questions about your product or a particular concept or process. 

Examples of informational articles you can write: how-to guides, explainer videos, tutorials, infographics, and more.

Navigational => Guide

Ensure your site visitors can easily navigate to the page they’re looking for. 

Use clear headings, categorized links, and relevant search features to make it easier for users to find the page they need.

You want to begin by listing all the terms commonly associated with your brand, product, or service.

Start with your company or website name, and move on to related terms. Use a tool like Ubersuggest to generate hundreds of related keywords.

Transactional => Persuade: 

Use persuasive copy and compelling visuals to persuade visitors to buy. Offer reviews and ratings for products, as well as customer testimonials. Highlight the key benefits of each product or service to help customers make a buying decision. You can also use a product tour or view a demo video to explain how your product works – and leave out any technical jargon.

Some Final Thoughts

You won’t get it right the first time, so don’t be afraid to experiment. Everything takes time, so be patient and keep track of your changes.

Remember, your keywords will define your future digital marketing strategy, so choose them wisely. 

Targeting user intent when planning your content is the first step toward success. Not only will it help you stay organized and efficient, but it will also help you maximize your conversion rate. So what are you waiting for? Get started today.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Baidu SEO: Optimising Your Website for Chinese Audiences

In today’s interconnected world, expanding your online presence to capture international markets has become essential. When targeting the Chinese market, …

Enterprise SEO: Everything You Need to Know

Are you looking to enhance your online presence and boost organic traffic to your website? If you’re operating on a …

10 Tested SEO-optimised Content Development Techniques

Content development refers to creating or improving material that conveys information to a particular audience. In addition to textual material …

7 Emerging Skills Every SEO Must Master in 2023

7 Emerging Skills Every SEO Must Master in 2023 One thing almost all SEOs can agree on is that SEO …

Keyword Clustering: A Comprehensive Guide for SEO Content Creation

In today’s digital world, search engine optimisation (SEO) is one of the most important factors for online success. One of …

Search Engine Marketing (SEM)

Leveraging Social Media for Search Engine Marketing (SEM)

You’ve probably heard of social media, and how important it is to businesses and marketers. Chances are, you use one …

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to …

Is SEO Better Or SEM Better?

I think we can all agree that Google SEO is pretty cool! A lot of people get to enjoy high …

How To Remove A Web Page Without Affecting Overall SEO

Before removing an old page from your website, do you ever stop to think about the potential effect it might …

Toxic Links Threats and Disavows: Complete SEO guide

Your website is only as strong as the backlinks you have. We’re not talking numbers here but quality.  If you …

Social Media

25 of the Top Social Media Agencies in Singapore (in 2023)

Singapore is a hub of creativity and ingenuity, so it should come as no surprise that it’s also home to …

How to Find Influencers to Promote Your Small Business in Singapore (Low Cost)

In today’s digital age, social media influencers have become powerful tools for businesses looking to increase their brand awareness and …

Instagramming Your Way to Success: Tips for Effective Social Media Marketing in the Travel Industry

Social Media has revolutionised how businesses connect with their audience. In the travel industry, where experiences and visuals play a …

The Rise of Influencer Marketing: Leveraging Social Media to Promote Your Travel Planning Agency

Social media has become an integral part of our daily lives. People from all walks of life use social media …

App Marketing on a Budget: Cost-Effective Strategies for Maximum Impact

In today’s digital landscape, app marketing plays a crucial role in driving the success of your mobile application. However, many …


The Rise of Influencer Marketing: Leveraging Social Media to Promote Your Travel Planning Agency

Social media has become an integral part of our daily lives. People from all walks of life use social media …

8 Strategies for Bug Hunting: Debugging, Testing, and Code Review

Bugs are among the most unpleasant aspects of the software development process, whether you’ve worked on a little side project …

How Does A Virtual Private Network Work

If you’re reading this, I assume you’re either a small business owner who’s looking to expand your reach, or an …

Digital Identity Theft: How to Protect Yourself from Scams and Fraud

We are always online in this day and age of technology, which makes personal data more exposed than ever. Digital …

The Legal Consequences of Cybersecurity Breaches in Singapore

Technology has advanced greatly in the digital age. It paves the way for a higher risk of cybersecurity breaches. There …


What Are Virtual Fitting Rooms and How Do They Work? (2023)

Shopping for clothes online can be tricky. It’s difficult to know how something will look and fit without trying it …

Planograms: What They Are and How They’re Used in Visual Merchandising

As a retailer, you know the importance of creating an appealing and organised display of your merchandise. The way you …

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to …

The Importance of Authenticity in Your Brand Voice Strategy

Most companies are aware of the value of branding. The reputation of a firm may make or break it, after …

Featured Snippet Optimization: Complete Guide In 2022

You’ve probably seen the boxes that pop up at the top of the SERP featuring a summary of an answer …


15 Ways to Remain Empathic While Still Making Deals

Empathy is an essential quality in any negotiation. It allows you to understand the other party’s perspective, build trust and …

10 Prospect Qualification Mistakes That Are Hurting Your Sales

10 Prospect Qualification Mistakes That Are Hurting Your Sales Prospecting is one of the most important aspects of sales. It’s …

How Pros Write Business Proposals To Win New Clients

As a business owner or entrepreneur, one of the most critical skills you need to have is the ability to …

Baidu SEO: Optimising Your Website for Chinese Audiences

In today’s interconnected world, expanding your online presence to capture international markets has become essential. When targeting the Chinese market, …

Time Management Tips for Busy Entrepreneurs (Free Tools)

Are you one of the entrepreneurs juggling multiple tasks, constantly racing against the clock? Do you often find yourself overwhelmed …

Most viewed Articles

Other Similar Articles