Search intent SEO (or keyword intent) is critical for maximizing your search engine optimization (SEO). When we’re searching on Google, we’ve got a purpose. We want to find a product, learn a skill, and understand a topic. It’s not idle, nor is it random.

Yet, all too often, when we identify keywords, we’re only looking at volume and competitiveness. High intent keywords – the terms you’re really after – get ignored in favor of more exposure. But what’s better, 10,000 impressions with just 100 clicks or 5,000 impressions leading to 500 clicks.

Obviously, we’re going after the latter because in SEO (much like many things in life) you want quality over quantity.

In this article, we’re delving into keyword intent. We’ll explain what high intent keywords are, the types of search intent, and how search intent SEO strategies are optimal for all businesses.

What is search intent SEO?

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Search intent, aka keyword intent, is a searcher’s intention when they enter a term into Google. If you’re searching for “ideas for dinner”, – it’s clear what you want. But other keywords can be opaque. Searching for “food in Denver” could mean you want supermarkets, farmer’s markets, restaurants, or even stats on farming production.

Keyword intent is crucial for businesses – it’s how you separate searchers interested in your product or services from those who aren’t.

We’re engaging in search intent SEO when we identify high intent keywords to maximize our conversion ratio. It’s that simple!

Types of search intent for SEO

Search engines handle a cacophony of different desires and needs. It’s inherently an unpredictable process. But, when you break it down, there are four basic types of search intent:

1. Informational Search Intent

Searchers want to know a fact or research information early on in the sales funnel. E.g, “how to advertise shopify store” or “how to get a qr code for my business“.

2. Navigational Search Intent

Searchers want to find a specific website, e.g., CNN, YouTube, or Clicta Digital.

3. Transactional Search Intent

Searchers want to search for a specific site or page and plan to buy something, e.g., “running shorts for men online”.

4. Commercial Search Intent

Searchers want to actively investigate products, services, or brands. Searchers typing these keywords tend to have an intent to purchase a product or service, or complete an action in the near future. E.g., “running shorts for men”.

For businesses, high intent keywords are always transactional and commercial keywords. They’re the money-makers. Because the keyword intent is to buy, we’re not wasting resources on a customer who wants to find a site or a fact. It’s not to say the other types of search intent don’t have value – they’re just not driven by commercial intent.

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Examples of transactional high intent keywords

Just as not all types of search intent are the same, not all transactional searches are similar. In fact, we can further divide these high intent keywords into two categories: “product” keywords and “buy now” keywords.

“Product” keywords

The name says it all – they’re keywords relating to a product. Common examples include “best [product]”, “[product] in [city]”, or “[product] near me”.

But there’s plenty of variety within this category. You’ll find branded searches, product categories (e.g., running shorts or SEO services), and specific product searches.

Alongside terms like “best” or “near me”, combine the following keywords with your product name to maximize your search intent SEO:

  • Top
  • Best
  • Near Me or Near You
  • Comparison
  • Alternative(s)
  • Review

Go onto any keyword analyzer, and you’ll find such keywords routinely rack up a high volume. Even weaker terms like “comparison” or “review” yield high conversion rates.

“Buy now” keywords

Customers will search using these keywords when they’re driven to action. They’re highly sought after, as it’s significantly easier to convert such searchers.

Think of searches like “buy [product name]” or “hire [service]”. Selecting the right “buy now” phrase is critical to ensuring your keyword is ready to convert. After all, you don’t buy a doctor or hire a t-shirt.

Here are some common examples:

  • Buy
  • Hire
  • Rent
  • Deal(s)
  • Coupon(s)
  • Free shipping
  • Discount
  • Free consultation

You can even find more specific long-tailed keywords with extremely high intent, e.g., “hire a lawyer near me”. You’ll find significantly less competition for such terms.

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How to find the best search intent SEO keywords

Using the tips listed above is an excellent way to invent keyword terms. However, just because it sounds good doesn’t mean people are actually searching for it. You need to check.

Use a keyword researcher

Few tools are better at finding high intent keywords than reputable keyword researchers. They’re also simple to use. The most common include Google Keyword Planner, Moz, Ahrefs, and Word Tracker.

No matter which one you pick, all you need to do is search for the relevant keyword. It’s always good to start with your product or service. You can then identify high intent keywords using our rules above.

Remember – it’s all about your buyer’s search intent.

Trial A/B testing between different keywords

Struggling to decide between different keywords? Try them all out. A/B testing is where you try one for a certain period, then the other. You can compare the results to see which performed better. Tools like Google Optimize are specifically designed to aid with landing page testing.

Conduct a Google search

Google’s search recommendations aren’t random. They’re using data to recommend what other people are searching, i.e., the highest searched terms. Look throughout the recommendations relevant to your product or service to spot high intent keywords.

It’s a fantastic way to leverage Google’s internal – and very secret – data. You can then run these search terms through a keyword tool to double-check they’re right for you.

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Increase Conversions with Search intent SEO!

Ignore keyword intent, and you’re neglecting the buyers after your product. While it can be helpful to go after informative search intent keywords, when your goal is to sell – transactional search intent is the way to go.

Try different keywords and see the results. Using our tips, you’re guaranteed to see a boost in your conversion ratio. It’s the best way to do search intent SEO! Want to elevate your high intent keywords and search intent SEO? Contact us today for a free consultation!