What Is Search Intent & How You Can Optimize For It

When I first started in SEO, I used to think keyword research was all about volume and difficulty.

But over time, I’ve realized that understanding why someone searches is far more powerful than just knowing what they search. That’s where search intent comes in.

In this guide, I’ll walk you through what search intent actually means, how to identify the different types, and how to use tools and SERP analysis to uncover what Google favors for each query.

You’ll see real-world examples from my own work across various industries, and I’ll also share when and how you can rank for multiple intents with a single page. If you want to build content that not only ranks but resonates, this is the playbook you need.

Understanding the Basics of Search Intent

What is Search Intent?

Search intent is the motivation behind the query, and it reveals what the user really wants to achieve.

In practice, I rely on a framework known as the three Cs of intent to fine-tune content to match this purpose:

• Content type refers to whether users expect a blog post, product page, or video.
• Content format speaks to the structure—are they looking for a how-to guide, a listicle, or a comparison?
• Content angle helps identify what matters most to them right now, like the latest updates or budget-friendly options.

Once you start aligning with search intent on this level, SEO becomes less of a guessing game and more of a strategy.

Why Search Intent Matters in SEO

When I first started out in SEO, it was tempting to focus on metrics like search volume and keyword difficulty.

But over time, I learned that none of that matters if the content doesn’t match what the searcher wants. I’ve worked on projects where pages with in-depth content didn’t rank at all despite the amount of time and work put into them.

Google’s algorithms are trained to reward relevance. So if a page solves a user’s problem clearly and efficiently, it naturally performs better.

Aligning your content with search intent boosts engagement, lowers bounce rates, and increases time on page—all strong signals to Google that you’re delivering value. It’s not just about getting traffic; it’s about getting the right traffic and helping users accomplish what they came for.

The Relationship Between Search Intent and the Buyer’s Journey

Every time someone types a query into Google, they’re on a journey, whether they know it or not.

In SEO, mapping that journey means understanding how intent shifts from curiosity to action. I’ve worked with clients across SaaS, eCommerce, and service-based industries, and one common thread is that content must evolve with the buyer’s mindset.

Someone at the awareness stage might search for definitions or beginner-friendly guides, while a user ready to convert is hunting for reviews, pricing, or product comparisons.

By aligning your content strategy with these stages, you create a seamless experience that meets people where they are. And when your site consistently provides value at each step, trust builds naturally. That’s when SEO turns into real business impact.

The Four Main Types of Search Intent

Informational Intent

When a user has informational intent, they’re typically at the start of their journey and just want answers. I’ve seen this kind of search behavior across every industry, from education to finance to eCommerce.

These users aren’t necessarily looking to buy anything—yet—but they’re curious, and that curiosity is your opportunity to build trust.

Keywords with informational intent tend to come with these typical keyword modifiers which you can pluck and insert into the filter functions of SEO tools:

• Who
• What
• Why
• Where
• When
• How
• Which
• Do
• Does
• Can

Online student marketing magazine markonmag is known for publishing largely informational marketing content

My approach here is to provide clear, comprehensive content that genuinely teaches something.

Whether I’m crafting a guide, a glossary entry, or a tutorial, I focus on depth without overwhelming the reader. It’s all about delivering value without fluff. Informational content should leave the visitor feeling like their question has been answered and their time respected.

Examples of keywords and content topics:

• what is onpage seo
• how to tie a tie
• benefits of meditation
• who is marie curie
• beginner’s guide to meditation
• how email marketing works
• what causes climate change
• the history of the printing press

Navigational Intent

Navigational intent comes into play when someone knows where they want to go—they just need a little help getting there.

These users are usually brand-aware and are trying to find a specific page, like a login screen, contact page, or a brand’s blog. When optimizing content for this intent, I focus on clarity and accessibility.

Examples of keywords:

• facebook login
• nike running shoes site
• ahrefs blog
• amazon customer support
• login page for your account
• official shopify homepage
• contact apple support
• hubspot blog archive

Commercial Investigation Intent

Commercial investigation is the research phase of purchase intent. The user isn’t ready to check out just yet, but they’re close—and they’re doing their homework. I like to think of this as the “convince me” stage.

These users are comparing features, prices, pros and cons, and customer feedback before making a final decision. In my experience, content that succeeds here feels like a helpful friend: informative, balanced, and honest.

I always lean into product comparisons (G2 and Capterra do this very well), best-of lists, and review pages that explore real-life applications and outcomes.

You want to meet these users with data, but also with insight. If you’ve used the product, share that experience.

A page on software comparison site G2 comparing Calendly and Acuity

If it’s a service, show how it stacks up against the competition. I’ve worked with SaaS, retail, and even local service brands, and in every case, well-crafted investigative content has played a pivotal role in moving users down the funnel.

Examples of topics:

• first page digital reviews
• best crm software
• iphone vs samsung
• top laptops for students
• grammarly reviews
• macbook air vs. dell xps
• is canva worth it

Transactional Intent

Transactional intent is what I call “money-in-hand mode.” These users aren’t just browsing—they’ve already made a decision and are looking for the easiest, most trustworthy path to complete it.

Whether that’s making a purchase, booking a consultation, signing up for a subscription, or downloading a tool, their mindset is action-focused.

See how Floristique’s offerings are so clearly displayed?

Your content at this stage needs to speak directly to urgency and clarity. I always make sure these pages are frictionless, CTAs are obvious, and the value proposition is front and center.

Trust factors like verified reviews, money-back guarantees, and clear delivery details go a long way in sealing the deal.

There’s no room for vague or generic messaging here. It’s all about giving users the confidence and convenience to act now, not later. And when done right, this kind of content drives the kind of conversions clients remember you for.

Examples of keywords and content topics:

• seo service singapore
• buy dslr camera
• order pizza near me
• download zoom
• subscribe to netflix
• shop the noise-canceling headphones singapore
• order fresh sushi online
• get a free trial of grammarly
• buy running shoes with free shipping

Are There Keywords with No Clear Intent?

Yes, absolutely—some keywords just don’t come with a clear, actionable intent.

Over the years, I’ve come across plenty of terms that stump even the most advanced tools.

A good example would be extremely short-tail keywords, like “WhatsApp.” When you plug that into Google, you’ll see a mixed bag of results:

• official homepage
• login options
• Wikipedia entries
• app download links
• (and sometimes) news articles or tutorials

This happens because Google doesn’t know exactly what the searcher wants. Are they looking to log in? Learn about the company? Install the app? I call this an unstable SERP.

Ahrefs SERP graph for the keyword “whatsapp”

When I see that kind of volatility in Ahrefs’ SERP history graph, it’s a strong indicator that the algorithm is testing different types of content, trying to figure out what works.

Another tricky group is calculator keywords. If someone searches “ROI calculator,” the assumption might be transactional, but not always.

Maybe they want to learn what ROI is. Maybe they want to compare tools. Or maybe they just want to play around with numbers. When you build a page around these queries, it needs to anticipate that ambiguity. Otherwise, you risk creating content that no one fully connects with.

How to Understand Search Query Intent?

1. Identify Keywords You Want To Rank For

The first step in decoding intent is figuring out which keywords are even worth chasing. I always begin by filtering for terms that align with the business model and have the potential to drive qualified traffic, not just any traffic.

A keyword might have huge volume, but if you don’t create content that matches the intent of the keyword, there’s no way you’ll rank for it.

Say you’re in the Software-as-a-Service (SaaS) business, some common keywords include:

• xxx software
• xxx platform
• best xxx platform
• A vs B
• is A worth it

Map Keywords of Similar, if not Identical Search Intents to the Same Cluster

Not every keyword needs its own page. In fact, trying to do that often creates more problems than it solves.

What I do instead is cluster keywords with overlapping or identical intent into a single piece of content. It keeps your site architecture clean and avoids keyword cannibalization.

It is important to note that while most keywords of the same intent are phrased very similarly (think “buy flowers online” and “order flowers online store”), that’s not always the case. Just look at these keywords:

• taiwan trip budget
• how much should i bring to taiwan
• taiwan 5 day trip budget
• taiwan 2 week trip budget

Based on a quick glance, you might be inclined to create separate pages to target these keywords. So perhaps one piece for the 5-day budget guide, and another for the two-week budget guide. But if you look at SERPs, you’ll see why that’s a bad idea.

So here’s the key takeaway. Regardless of how similar or dissimilar the keywords are phrased, ALWAYS check SERP to see what content the search engine wants you to create. Which nicely segues to my next point.

Analyse SERP To See What Type of Content Competitors Are Publishing

Once you’ve got your list, it’s time to see what’s already working.

I go straight to the SERPs and dissect the top results—not just who is ranking, but what kind of content they’re using to get there. Are they publishing in-depth guides, quick tools, comparison charts, or simple landing pages?

You’ll notice that Google often favors a certain content type for each query, and recognizing those patterns is crucial.

I’ve done countless content audits where the page wasn’t ranking simply because it didn’t match what the SERP was clearly asking for.

When you shape your content to match both the query and the format Google wants to serve, you put yourself in a much stronger position to compete.

OH, and you might want to note this down somewhere. “Content” in the eyes of Google, isn’t just text content. It includes all other elements on the page that satisfy the user’s reason for searching a specific query in the first place.

So if you want to rank for “investment ROI calculator”, make sure you have the budget to hire a developer to build one for you.

Here’s another example. If you search “sticker printing singapore”, you’ll notice that top ranking pages all have built in features where the user can select things like:

• Number of stickers
• Dimension of stickers
• Type of paper that will be used to print the stickers

So if you want to rank for “sticker printing singapore”, again, hire a developer to do this for you.

Analyzing SERP Features (Snippets, People Also Ask, Videos, etc.)

One of the most overlooked parts of understanding intent is the SERP features themselves. Google isn’t just ranking blue links anymore—it’s serving up answer boxes, People Also Ask sections, product carousels, videos, and local packs depending on the query.

I always study these elements before creating or optimizing content. If a snippet is dominating the top of the page, I’ll structure the content to win that spot.

If I see video results, I’ll recommend clients invest in YouTube or embedded video.

These features reveal what type of response Google believes is most helpful, and when you mirror that in your content, you have a better chance of earning visibility. Plus, optimizing for these features often brings in high-quality traffic, even if you’re not ranking number one.

Using Tools Like Ahrefs, SEMrush, and Google Search Console

When I’m trying to decode search intent, I lean on tools like Ahrefs, SEMrush, and Google Search Console to give me data-backed insights. These platforms help me understand how users interact with those terms and what kind of content already performs well.

Ahrefs’ SERP overview shows the top-ranking pages and how stable those rankings are over time, which helps identify whether the intent behind a keyword is clearly understood by Google.

SEMrush’s intent labeling and keyword clustering tools help surface patterns I might not catch manually.

Google Search Console (GSC), meanwhile, lets me see exactly what users are typing when they land on my content, and that real-world data often highlights gaps or mismatches in intent.

By combining these tools, I can prioritize high-opportunity keywords that not only align with business goals but also match what the user is really trying to accomplish.

Can I Rank On Multiple SERPs with Different Intents?

The short answer is yes. But only under very specific cases. Here are the instances where I’ve succeeded.

Ranking a Product Page for a Listicle and Category Page Keyword

One of the more interesting wins I’ve had was with a product page for Herbalpharm’s i360 Lutein eye supplement. It managed to rank for both “eye supplement online” and “best eye supplement Singapore.”

Normally, you’d expect one of those to trigger transactional pages and the other to favor a listicle format. Instead of creating separate URLs, we added helpful, list-style content toward the bottom of the product page, effectively blending both formats into a single, cohesive user experience.

That mix of clear calls to action with educational context gave the page enough versatility to meet both user intents.

The secret was aligning the content structure with what Google was already showing, while ensuring we were still providing genuine value to the reader.

It shows that when your content genuinely addresses multiple intents and stays tightly focused on one topic, a single page can sometimes do double duty.

Ranking a Blog Post for Keywords with Distinct and Stable SERPs

Conventional wisdom would have you believe that if keywords have stable SERPs with results that don’t fluctuate, you’re looking at distinct intents and should target them on separate pages. And to be fair, that logic holds up in most cases.

Just take “buy flowers online Singapore” versus “best online florists in Singapore” — SERPs for each favour a specific type of content on each.

So when I looked at the keywords “side hustle Singapore” and “how students can make money in Singapore,” I expected the same rule to apply. But we got our side hustle article on page one for both. Why and how did that happen?

The answer lies beyond strict intent categories. Both keywords had one common thread: users wanted a list of money-making ideas.

Google seemed to prioritize content that delivered that structure, regardless of slight differences in phrasing or assumed audience.

That’s when I realized the real game isn’t about labeling intent, it’s about understanding what kind of content Google thinks is most useful for each query.

Common Mistakes When Targeting Search Intent

Assume that intent only involves text content

Going back to the sticker printing example earlier, don’t ever wrongly assume that “content” only refers to text content. Things like investment ROI calculators and sticker ordering modules on your page count as well.

Mismatched Content and Intent

Matching the wrong type of content to a keyword is a surefire way to waste ranking potential.

I’ve seen service pages try to rank for top-of-funnel queries like “how to reduce churn” and blog posts stuffed with CTAs for “buy [product] now.” Neither approach works because they don’t align with intent based search optimization.

The key is to look at the SERP and mirror what Google is rewarding. If the top results are all listicles or guides, it tells you that users are still exploring options, not ready to purchase.

Neglecting the Evolution of User Intent Over Time

Search behavior isn’t set in stone.

I’ve worked on pages that ranked beautifully one quarter and dropped the next, simply because the SERP changed. Google shifts what it favors based on evolving user behavior.

That’s why I always advise reviewing older content using a search intent tool or even just by scanning the current SERP to see what’s ranking.

Sometimes informational queries begin favoring product suggestions, or transactional queries start pulling in video reviews. If you treat search intent as something fixed, you’ll miss those shifts—and your rankings will reflect that.

Taking the Four Types of Search Intent Too Seriously

The four intent categories are helpful when you’re learning how to understand search query intent, but as I’ve elaborated, they’re not always rigid in practice.

Sometimes a keyword labeled “informational” actually converts better than one tagged as “transactional,” because the content format or search expectations don’t fit neatly into a box.

Think about it. Ahrefs’s beginner guide on keyword research appears to be informational in nature. But if you were to look at it, it’s essentially a product ad disguised as a blog post. I won’t be surprised if they’ve closed sales attributed to that blog post.

Frameworks are useful, but real-world SERP behavior is what drives success in intent based search optimization.

Ready to Align Your Content With What Actually Ranks?

At the end of the day, search intent is less about fitting keywords into neat little boxes and more about understanding what Google sees as useful based on real user behavior.

The four categories—informational, navigational, transactional, and commercial investigation—are a solid starting point, but they’re just that: a framework to help you think clearly. What really drives rankings is how well your content matches what people are actually looking for and what they’re clicking on.

If your page delivers what users want, Google takes notice. That’s the mindset I bring to every SEO campaign, whether it’s mapping keyword clusters, analyzing SERPs, or building content strategies from scratch.

If you’re serious about turning traffic into leads and rankings into real business results, working with a team like First Page Digital Singapore might just be the edge you need.

We’ve driven crazy results for brands like Floristique, Direct Asia, Under Armour, and more! Reach out today and Get your FREE revenue growth strategy session valued at $2000 today!