Content is king, but the user has the power: create content for search intent

Have you thought about the times you typed something into Google that didn’t really make sense? Did you notice how for some reason Google understood exactly what you meant? Well, that is why creating content for search intent is important. Remember, Google cares about serving users with the most relevant and unique content to help them find what they are looking for. Google constantly updates its algorithm because it wants to make sure that it is matching queries with relevant results. Therefore, content marketers need to align their high-quality content with the user’s intent. In this article, we will review what search intent is, the importance of search intent and the reasons to create content with search intent.


What is search intent?

Search intent refers to the purpose of an online search. Basically, the reason why someone conducts a specific online search. When an online user visits a search engine like Google, they have a specific goal in mind that they are trying to accomplish with their search. Consider the times you have used Google to conduct research about a product or simply to get a question answered. Everyone who does an online search is hoping to find something. There are different reasons people would use search engines. Are they looking to visit a specific website? Are they searching online because they want to buy something? Many of these types of searches are part of the user journey online, but oftentimes they represent different stages.

Mobile search has grown as we now always have a search engine in our pockets. For this reason, content marketers need to consider the user stage they are targeting with the piece of content they are creating.


Why is search intent important?

Search intent is important because users need to be provided with the most relevant search results to their query. People use Google because it provides content that is high quality and relevant to users. Understanding the searcher’s intent ensures that relevancy in content and keywords are of priority. If your content is relevant to the search intent of the users you are targeting, then they’re far more likely to stay on your website instead of returning to the search page. By having content that provides relevant answers, Google will consider your website to have more authority, as users are given the information they want and need. As a result, your user satisfaction increases.


There are four types of search intents that search engines recognize:

  • Informational intent – a user that is searching for information.
  • Navigational intent – a user searching for a specific website.
  • Commercial intent – a reader is ready to make a purchase and they are looking for the best solution.
  • Transactional intent – an online user that wants to make a purchase.


Reasons to create content with search intent

Increased page views

Ranking high on search engines means online users are more likely to find your website and click on your link. People are interested in more focused content as opposed to general topics. By answering someone’s exact question, you’re inspiring him or her to further explore your site for other information. This is all about fulfilling a need to have a question answered.


Provide a closer match to user needs

When you create content for user intent, you’re creating pieces of content for a precise purpose. This means people looking for that information are more likely to click the link to visit your site. The content material you provide should reflect the answer someone is seeking.


Helps search engines classify content

Search engines like Google thoroughly analyse the words of an entire article to properly categorize its purpose. Using keywords are a good strategy but it’s the overall content that makes the difference.

For instance, let’s say you wanted to rank well for chicken stew recipes. Diverting from the topic by writing about baking chicken, the “stew” aspect is lost. Therefore, people looking for those recipes will have to get them from another site as the search engine isn’t sure what your content is trying to convey.


Wider audience reach

Having optimised content means you’ll be able to cover far more topics and queries that will reach a wide audience.


More qualified leads

Content that is relevant to the user’s search will result in them genuinely being interested in your brand and more likely to make a conversion.


Final thoughts

Remember that content marketing is powerful, but only when used effectively. Putting your target audience first and identifying the search intent of their query is the best way to ensure your content matches the online user’s needs. Search intent is important because it’s one of the main factors in how Google decides what content to show users. Engage your audience by providing them with exactly what they’re looking for.

Pearlmar Chauke