How to Find Search Intent & Keyword Intent in 2025

Understanding search intent (also called user intent or keyword intent) is the foundation of modern SEO. Google's algorithm has evolved to prioritize pages that best match what searchers are actually looking for - not just pages that contain the right keywords. In this guide, I'll show you how to identify search intent and create content that ranks.

What is Search Intent?

Search intent is the reason behind a search query - what the user is trying to accomplish when they type something into Google. Are they looking to buy something? Learn how to do something? Find a specific website?

Why it matters for SEO:

• Google prioritizes pages that satisfy search intent over pages that just match keywords
• Mismatched intent = high bounce rate = lower rankings
• Matching intent = longer time on page = higher rankings
• Converting traffic depends on targeting the right intent at the right stage

The 4 Types of Search Intent

1. Informational Intent

What it is: User wants to learn something or find information.

Example queries:

• "how to do keyword research"
• "what is SEO"
• "why does page speed matter"
• "history of search engines"

Best content format: Blog posts, tutorials, guides, how-to articles, explainer videos

SERP clues: You'll see featured snippets, People Also Ask boxes, and long-form blog posts ranking

Conversion potential: Low (they're researching, not buying) - but builds trust for future conversions

2. Navigational Intent

What it is: User wants to find a specific website or page.

Example queries:

• "semrush login"
• "ahrefs pricing"
• "youtube"
• "twitter elon musk"

Best content format: Your homepage, login page, or specific landing pages

SERP clues: The brand's official site dominates position 1

Conversion potential: High if it's YOUR brand they're searching for; zero if it's a competitor

SEO tip: Don't target competitor navigational keywords unless you're doing comparison content

3. Commercial Investigation Intent

What it is: User is researching products/services before buying.

Example queries:

• "best keyword research tools"
• "semrush vs ahrefs"
• "ahrefs review"
• "top project management software for small teams"

Best content format: Comparison pages, review articles, "best of" lists, buying guides

SERP clues: Top results are comparison posts, review sites, and list articles

Conversion potential: High - these users are close to buying and actively comparing options

4. Transactional Intent

What it is: User is ready to buy or take action NOW.

Example queries:

• "buy semrush subscription"
• "ahrefs discount code"
• "hire seo consultant"
• "book hotel paris"

Best content format: Product pages, pricing pages, landing pages with clear CTAs

SERP clues: Google Shopping ads, product pages, and commercial landing pages dominate

Conversion potential: Highest - these users have credit card in hand

How to Identify Search Intent

Method 1: Analyze the SERP

The fastest way to identify intent is to Google your target keyword and see what's ranking:

1. Google your target keyword
2. Look at the top 10 results
3. Note the content type (blog post, product page, comparison, video)
4. Check the format (list, how-to guide, landing page)
5. Look at featured snippets, People Also Ask, and video carousels

Example: If you search "best running shoes" and see comparison lists and review articles, the intent is commercial investigation - NOT informational ("what are running shoes?") or transactional ("buy Nike running shoes").

Method 2: Look for Intent Keywords

Certain words signal specific intent types:

• Informational: how, what, why, when, guide, tutorial, learn, examples
• Navigational: brand name + login, sign up, download, app, official
• Commercial: best, top, vs, review, comparison, alternative, affordable
• Transactional: buy, price, discount, coupon, deal, hire, order, book

Method 3: Check Google Search Console Data

See what queries are already driving traffic to your page:

1. Go to Google Search Console → Performance
2. Filter by specific page
3. Review queries driving impressions
4. Categorize queries by intent type
5. If intent is mismatched, rewrite your page

How to Match Content to Search Intent

For Informational Intent

• Create comprehensive, well-researched blog posts
• Use clear H2/H3 structure for easy scanning
• Add step-by-step instructions, examples, screenshots
• Include FAQs to answer related questions
• Add internal links to related educational content
• CTA should be soft (newsletter signup, related content) - not hard sell

For Commercial Investigation Intent

• Create detailed comparison tables
• List pros/cons for each option
• Include pricing, features, use cases
• Add user reviews and case studies
• Be honest about limitations (builds trust)
• CTA should guide to product pages or free trials

For Transactional Intent

• Clear product/service description above the fold
• Prominent pricing and "Buy Now" or "Get Started" CTA
• Trust signals (reviews, guarantees, security badges)
• Remove distractions - focus on conversion
• Fast page load speed (transaction pages need speed)

Common Intent Matching Mistakes

Mistake #1: Creating Product Pages for Informational Queries

Example: Targeting "what is email marketing" with your email software landing page.

Why it fails: Users want education, not a sales pitch. They'll bounce immediately.

Fix: Create an informational blog post, then link to your product page at the bottom.

Mistake #2: Creating Blog Posts for Transactional Queries

Example: Targeting "buy project management software" with a 3,000-word guide.

Why it fails: Users want to BUY NOW, not read an essay.

Fix: Create a product/pricing page with clear CTAs.

Mistake #3: Ignoring SERP Evidence

Example: Creating a landing page when all top 10 results are list articles.

Why it fails: Google has determined users want comparison content, not product pages.

Fix: Match the SERP format. If Google ranks lists, create a list.

Advanced Intent Optimization

Target Multiple Intents on One Page

Some queries have mixed intent. For example, "email marketing software" shows both commercial investigation (reviews) and transactional (product pages) results.

Solution: Create a comparison guide with your product featured as one option, plus a strong CTA to try your software.

Create Intent-Based Content Funnels

Guide users through the intent journey:

1. Awareness (Informational): "What is email marketing?" → Blog post
2. Consideration (Commercial): "Best email marketing tools" → Comparison page
3. Decision (Transactional): "[Your Brand] pricing" → Pricing page

Link these pages together to move users down the funnel.

Measuring Intent Match Success

Track these metrics to verify you're matching intent correctly:

• Bounce rate: Should be under 60% for matched intent (check Google Analytics)
• Average time on page: Higher = better intent match
• Pages per session: Users clicking to related content = good intent match
• Conversion rate: If targeting commercial/transactional intent, track conversions
• Rankings: If matched correctly, rankings should improve over 3-6 months

Final Checklist: Before Publishing Any Content

1. Google your target keyword and analyze the top 10 results
2. Identify the dominant intent type (informational, commercial, transactional)
3. Match your content format to what's ranking (blog, comparison, product page)
4. Verify your content answers the user's actual question/need
5. Add appropriate CTAs for the intent type
6. Set up tracking to measure success (bounce rate, conversions)

Remember: Perfectly optimized content that mismatches intent will fail. Intent-matched content with basic SEO will succeed. Always start with intent, then optimize.