User Query Intent: A Guide to Content Optimization
Do you want to rank higher? Convert more people? Make your content findable?
You do. So does everyone else. We all want to solve this one puzzle that lets us know where to put our content so it shows up in front of the right people at the right time.
But…
Most people are getting it wrong.
Obsessing over the wrong stuff and totally missing the forest for the trees.
It's not enough to look at what people are searching for. You need to know why they're searching for it. This is called user query intent. And it will change everything you know about content optimization.
Here's what you'll learn…
What Is User Query Intent (And Why It Changes Everything)
The 4 Types of Search Intent You Need to Know
How to Decode What Your Audience Really Wants
Simple Ways to Optimize Content for Better Results
Tools That Make Intent Analysis Actually Work
In This Article:
What Is User Query Intent?
User query intent is the real reason a person types something into Google.
To explain it, here's an example…
Suppose someone searches "best running shoes."
Then they see the search results, and click on one of them.
If their next move is to buy some running shoes, the query intent was to purchase.
But…
If their next move is to read a blog post called "The 10 Best Running Shoes" then the intent was informational.
Two searches, same topic. Completely different intent.
Now check this out…
One study found nearly 60% of Google searches result in no clicks. So people are either finding exactly what they need in the results themselves, or they're not finding what they're looking for.
So what does this mean for marketers?
Google is getting really good at determining intent. They track user behavior, bounce rates, click throughs, everything. They want to show you the most useful content for a person's query.
The point is…
If your content doesn't match search intent, your content is pointless. Which is why smart marketers use a typo generator to make sure they're catching every possible variation for a search term.
The 4 Types of Search Intent You Need to Know
It's easy. There are only 4 types of search intent, and if you understand them, you'll instantly know what type of content you need to create.
Search Intent #1: Informational Intent
Sometimes, people just want to learn something.
Simple as that.
They'll use questions like "how to," "what is," and "why does." They just need an answer.
Did you know? Over 80% of all search queries are informational. That's a lot of people just trying to figure stuff out.
Examples:
"How to lose weight fast"
"What is cryptocurrency"
"Why do cats purr"
The key for informational intent is just that. Answer the question. Do it clearly, and do it thoroughly. Put the answer up front, in simple language, broken down into steps. Don't make people look for it. Give it to them on a silver platter.
Search Intent #2: Navigational Intent
There are also people who already know where they want to go, but they just need directions.
If someone types in a brand name, or a specific website, or even a particular web page, that's navigational intent.
Examples:
"Facebook login"
"Amazon customer service"
"CNN website"
For navigational searches, you don't need to write anything fancy. Make sure your site loads quickly, and make sure it's easy to find what they want once they're on your site.
Search Intent #3: Commercial Investigation
The next type of search intent is where things get really interesting.
Commercial investigation is when someone is about to buy something. They're just not sure which one.
They want to do some research before they commit. They'll search for product comparisons, reviews, and special offers.
Examples:
"Best laptop for gaming"
"iPhone vs Android"
"Top SEO tools review"
When people are trying to compare different products, they need comprehensive, comparison content. Give them feature lists, pros and cons, pricing, and of course, a clear call to action.
The best way to find keyword typo variations that your competitors don't have? Use a keyword typo generator.
Search Intent #4: Transactional Intent
These people are ready to buy something, sign up for a newsletter, or otherwise take action.
Their search queries will include words like "buy," "price," "order," and "download."
The key here is… make it as easy as possible for them to buy something.
Get the potential customer to the next step as fast as possible, and make that next step super obvious.
No distractions. No extra navigation. Simple. Straightforward. With an easy-to-spot call to action.
How to Decode What Your Audience Really Wants
If there's one secret the majority of content creators overlook, it's this…
Google already tells you what your audience wants.
This is how it works…
Look at the search results for your target keyword. What are the top 5 to 10 ranking? Product pages? How-to guides? Comparison articles? Google is trying to provide the most relevant results it can, so if you look at the format of the content ranking for a keyword, you have a good idea of what type of content people want.
Pay attention to:
Featured snippets (direct answers to the question)
Related searches at the bottom of the page
"People also ask" questions
Format of the top-ranking content
If the top results are blog posts, then people are looking for information. If they're product pages, then people are looking to buy.
Simple Ways to Optimize Content for Better Results
Ok, great. Now that you know what people are looking for, how do you create content that works?
Here's the short list:
Informational content
Answer the question in the first paragraph
Use clear headings and subheadings
Include examples and step-by-step instructions
Make it scannable with bullet points and short paragraphs
Commercial investigation content
Create comparison content
Include features and pricing breakdowns
Use comparison tables to make it easy to scan
Transactional content
Put the most important information above the fold
Use clear, action-oriented headlines
Remove navigation distractions
Make the next step obvious with a strong call to action
Here's something else most people don't know…
Format is as important as content. In fact, statistics show that personalized CTAs have 202% better conversion rates than generic CTAs.
Tools That Make Intent Analysis Actually Work
You don't need to buy any fancy tools to determine search intent.
In fact, here are 3 tools that are completely free.
Google itself (examine the search results)
AnswerThePublic (finds common questions people ask)
Google Trends (analyze seasonal intent fluctuations)
For more in-depth analysis, you can use these tools:
Keyword research tools (look for long-tail keyword variations)
Competitor content (examine content that is already ranking for your target terms)
Analytics (track which of your own pages have the best conversion rates)
The point isn't to have a bunch of tools. The point is to understand your target audience better than your competitors.
Putting It All Together
Intent-based content optimization is not about creating more content. It's about creating the right content for the right searches.
Start with one keyword. One. Figure out the primary intent. Create content that provides a better answer than anything else ranking.
These are some quick-wins you can do today:
Update old content to match the intent
Create dedicated landing pages for transactional intent
Add FAQ sections for informational queries
Businesses who understand their customers and anticipate what they want before they even search for it are killing the competition.
Do you have content that needs to be optimized? We can help! Get in touch to see how People First Content can take your content to the next level.
