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When users browse online, they’re usually after one of three things:
- Finding useful info
- Buying something
- Getting to a specific website
This is what we call search intent, and it greatly influences SEO.
Search intent exists as informational, where users want to learn or find information; transactional, when they’re ready to make a purchase or take action, and navigational, where they’re trying to find a particular website or page.
Once you understand these intents, you can create content that targets users’ specific needs, making your site more useful and keeping visitors engaged longer.
Here at Digital Hitmen, we’ve learned that winning at Perth SEO isn’t just about keywords. It’s about understanding what your audience really wants, whether that’s finding answers, making a purchase, or getting straight to your site.
In this article, we’ll break down each type of search intent and show you how to create content that truly connects with your audience.
To kick things off, let’s explore search intent deeply.
What Is Search Intent and Why Does It Matter?
Search intent is simply the reason behind a person’s online search or the goal they want to achieve. When someone types something into Google, they have a specific need, whether it’s learning something new, buying a product, or finding a specific website.
Search engines like Google want to give users the best possible answers. That means they look for content that matches what people are really after. If your content fits the searcher’s intent, Google is more likely to show it higher in the results.
When you focus on targeting search intent, your pages rank better and visitors find what they need faster. This leads to happier users who spend more time on your site, click through more pages, and often return later.
What Is Informational Intent?
People with informational intent are searching because they want to learn something or find answers to their questions. They’re curious and looking for helpful knowledge. These searches usually begin with phrases like “How to,” “What is,” or “Tips for.”
How to Create Content for Informational Intent
To meet this need, your content should focus on giving detailed, easy-to-understand answers. Formats that work well include blog posts, how-to guides, FAQs, and tutorials. These types of content help break down complex ideas and explain things step-by-step so readers don’t feel lost.
Tips for Writing Informational Content
To make your informational content clear and engaging, keep these simple tips in mind:
- Use simple language and a friendly tone: Write like you’re talking to a friend. Avoid complicated words or jargon that might confuse readers.
- Break down complex ideas into easy steps: Help your audience follow along by explaining things one step at a time.
- Incorporate visuals like images, infographics, or videos: Visuals make your content more interesting and easier to understand.
- Link to credible sources for added trust: Back up your information with links to trusted sites or studies to build confidence in your content.
These tips will make your content easier to read, more trustworthy, and much more likely to keep your audience coming back for more.
What Is Transactional Intent?
When people have transactional intent, they’re ready to take action. This might mean buying a product, signing up for a service, or booking an appointment. They’re looking for content that helps them decide quickly and easily. Common search terms include words like “Buy,” “Order,” “Discount,” or “Schedule.”
How to Create Content for Transactional Intent
To meet this need, your content should have clear calls-to-action (CTAs) that tell users exactly what to do next. This can be on product, service, landing pages, or even comparison charts that help users choose the best option.
Tips for Writing Transactional Content
Here are a few tips to create content that turns visitors into customers:
- Focus on benefits and features: Show users why your product or service will help them and what makes it stand out.
- Use persuasive but honest language: Be convincing without exaggerating. People appreciate honesty.
- Include testimonials and reviews: Real feedback from happy customers builds trust and confidence.
- Make the buying or sign-up process simple and clear: Remove any confusion or obstacles so users can complete their action quickly.
These steps will make it easier for users to take action and boost your chances of converting visitors into customers.
What Is Navigational Intent?
When users have navigational intent, they’re trying to find a specific website, brand, or page. They often search using brand names, product names, or terms like “login” or “contact us.” These people already know what they want, so they just want to get there quickly and easily.
How to Create Content for Navigational Intent
Your website should have a clear structure that makes it easy for visitors to find what they’re looking for. To achieve this, ensure important pages like your homepage, contact page, and about us page are well optimized. You can also use branded keywords throughout your site to help people find you faster when they search for your name or products.
Tips for Meeting Navigational Intent
Try these tips to ensure visitors easily find what they need on your site:
- Make your site easy to navigate on all devices: Whether on a phone, tablet, or computer, visitors should find what they want quickly.
- Use clear menus and internal links: Help users move smoothly through your site with obvious menus and links to related pages.
- Provide accurate contact information and quick access to key pages: Make sure it’s easy to reach you or find important details without any hassle.
When your site caters well to navigational intent, it keeps visitors happy and coming back because they can always find exactly what they need without frustration.
How to Identify User Intent for Your Content Strategy
Understanding what your audience wants is the first step to creating content that really works. Here’s how you can figure out user intent and tailor your content strategy to match:
1. Use Tools Like Google Search Console, Keyword Research Tools, and Competitor Analysis
These tools show you what keywords people use to find your site and what your competitors are doing. For example, if you see many searches with “how to,” that points to informational intent.
2. Analyze SERP Features and Top-Ranking Content for Your Keywords
Look at Google’s search results page (SERP) for the keywords you want to target. Are the top results blog posts, product pages, or brand websites? This gives clues about what kind of content Google thinks best matches the intent.
3. Map Content Types to Intent Categories
Once you know the intent behind keywords, create the right kind of content. For instance, use detailed guides for informational intent, product pages for transactional intent, and clear homepage or contact pages for navigational intent.
4. Test and Adjust Based on Engagement Metrics and Feedback
After publishing, keep an eye on how visitors interact with your content. High bounce rates or low time on page might mean your content doesn’t match user intent well. Use feedback and data to tweak your approach over time.
By following these steps, you’ll better understand what your audience needs and create content that keeps them coming back.
Targeting All Three Intents is Essential for Perth SEO
To win at SEO, you need a mix of content that covers all three search intents: informational, transactional, and navigational. When you combine these types, you create a balanced strategy that speaks to everyone.
This approach helps you reach a wider audience because you’re answering different needs and questions. It also makes visitors happier since they find exactly what they want, encouraging them to stay longer and return.
Plus, search engines reward sites that satisfy different user intents by ranking them higher, which means more visibility for your business.
At Digital Hitmen, our Perth SEO approach blends all three content types to ensure clients connect with users at every stage of their journey, ensuring no potential customer is left behind.