I’ve been talking a lot about search intent lately, but what is it really? Let’s break it down because this is seriously one of the most important things in content strategy.
Search intent is all about the why behind a user’s search. Not just what they’re typing into Google, but what they’re hoping to get out of it. And if your content doesn’t nail this, it’s going to fall flat.
Here are the four types of intent:
- Informational – They’re looking to learn something (“what is business liability insurance?”).
- Navigational – They’re trying to go somewhere specific, like a brand or website (“Vanguard login”).
- Commercial – They’re in research mode, comparing options before making a decision (“best HR software”).
- Transactional – They’re ready to do something, like buying, signing up, or booking (e.g., “payroll software price”).
If you’re creating content and not thinking about which of these intents you’re targeting, you’re missing out—big time. When you get it right, you’re not just ranking, you’re connecting.
Takeaway: Stop focusing just on keywords. Get into your audience’s head and figure out why they’re searching. That’s where the magic happens.
– Amy
