In 2024, search intent is the key to unlocking SEO success. Rather than focusing purely on targeting specific keywords, it’s important to understand the why behind a search query. Search engines now evaluate whether your content matches the intent behind a search term.
Types of Search Intent to Target
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Navigational Intent: Users are searching for a specific website or brand (e.g., “Amazon login”).
Informational Intent: Users want information on a topic (e.g., “how to improve website SEO”).
Transactional Intent: Users are looking to make a purchase or take a specific action (e.g., “buy Samsung Galaxy phone”).
Commercial Investigation: Users are comparing products or services before making a decision (e.g., “best laptops under $1000”)
To optimize for search intent, structure your content so that it addresses users' needs in-depth. Creating guides, FAQs, and how-to content is a great way to cover informational intent, while product pages, reviews, and comparison posts can help with transactional and commercial investigation intent.