Importance of Intent Keywords in the Digital World

  • 7Min to Read
Microsoft Dynamic 365

Keywords are an important element of digital marketing. They help search engines understand the content of a webpage. By including relevant keywords in your website’s content, you can improve its visibility in search engine results pages (SERPs). Rank higher for specific search queries, drive more traffic to your website, and gain more customers and revenue for your business.

Eventually, the use of keywords in your content will increase your site’s chances of success in a competitive online market. But here is a catch – not all keywords are the same. As every search query is different, it will always have a different reason behind it. Our topic is going to be that.

SEO is not just about sprinkling keywords here and there in your content. Knowing a user’s search’s intent is the basic and most important factor in putting keywords at the right place. Especially when you diagnose conversion issues, intent-based keywords can play a major role in advancing your SEO strategy.

In this blog, we will find out what intent keywords are, their importance in the digital world, and how to use them to your advantage. to make our content more efficient and valuable to our readers and our business?

Here’s everything you need to know about intent keywords:

What are “intent” keywords?

Intent keywords are words or phrases that are specifically chosen to attract buyers or users to a specific web page or ad. By targeting buyers or users with the right intent, businesses can increase their chances of conversion (leading to sales) and drive more traffic to their website or ad.

The intent of a keyword represents the purpose for which the user is searching. This is what users are likely to do when searching for a particular phrase. Since we cannot always be sure, we guess what the user will do

When you create a content strategy, it’s important to consider your customers’ search intent. Are they looking for information? Commercial products? Navigation tips? or something else. There are generally 4 types of intent keywords, which are 👇

  • Informative Intent
  • Commercial Intent
  • Transactional Intent
  • Navigational Intent

    Search queries with willingness to discover more about a concept are often addressed with placing the right informational intent keywords. These types of searches may not require you to sell them directly, but they need you to direct them to the information they seek. The business keywords present in the webpage/blog can later be used to guide them to your products and services pages. Queries with variations of informational intent keywords are:

  • How to___
  • Why___
  • Best ways to___
  • What is/are__
  • Tips to__

    Commercial keywords are also referred to as “Buy now” Intent. This indicates that searchers have a strong desire to act (buy, join, subscribe). The common variations of commercial intent keywords used in queries are:

  • Buy (online)
  • Coupon (code)
  • Deal & offers
  • Free shipping etc.

    Searches of this type fall somewhere between informational and commercial intent. Which means they are seeking information with an action implying to purchase. Since these queries represent both the intents, they are supposed to be addressed with resources such as product information, comparisons, informing quotes, etc.

  • Reviews
  • __vs__
  • Best ___
  • Top 10__
  • Compare
  • Cheapest
  • Brand-name-containing keywords indicate navigational intent, indicating that the searcher is well-aware of their destination. When someone searches using your brand name, they already know what they want; all you have to do is provide it. The most common queries with navigational intent are:

  • Brand names (Soluzione)
  • Domains (
  • Blog (
  • The importance of using “intent” keywords

    In today’s digital world, it’s more important than ever to understand what your customers are looking for. Intent keywords are valuable for any SEO, SMM or content marketing strategy, not just because they help you target your audience more effectively; they also contribute to your brand credibility. If we simply put, the more you help users online with the right information, the more they trust you as a brand.

    For revenue terms, knowing what your customers are searching for can help you rank higher in the search engine results pages (SERPs). It will help focus on your content and marketing efforts in the right direction, specifically designing content to meet those specific needs, which will generate more potential leads and drive the right conversions into sales and long-term customer loyalty

    According to recent studies, using intent keywords can increase click-through rates by up to 400%! 

    For example, if you sell kitchen supplies, knowing that your customers are searching for recipes is an important piece of information. You can then create blog posts that focus on cooking tips and recipes specifically tailored to your audience.

    How do I use intent keywords to attract the right traffic?

    Using intent-driven keywords is a vital part of digital marketing. If you are writing content for SEO, social media marketing, or any other aspect of content marketing, placing the right keywords is as important as writing engaging content.

    There are many ways you can learn how to identify the right intent behind a keyword used in a query. The above types and most common notation will be the most useful. You can check them out again and come back to this section to learn how to use them.

    Let’s start then,

    Identifying keyword intent

    Any type of keyword intent would represent the user’s purpose for the search. So we can start with the search query itself. To identify what the query intends to do, we need to break it apart. Find elements like verbs and nouns, know their meaning and relationship. This way, you can easily segregate information from commercials with the use of the most common modifiers. While a query can have a multitude of meanings, you can break it down by how it is phrased, which will allow you to understand the intent behind the query and categorize it by intent stage

    Match the metadata and content type to the intent

    Once you know which keywords to target with which pages, half of your work is done. Now it’s time to optimise your efforts. Your pages’ information should be a good place to start; change the title tag, H1, and H2s to reflect your targeted keywords. To increase click-through rates (without creating clickbait), try using your title tag with some catchy content.

    Analyze competitors

    Before you start to create new pages or restructure current content. Try looking at the top-ranking pages and format pages, which set tone and content concepts according to them. It is always a good idea to find out who the current businesses are, that offer similar services and products as yours. When learning from them, also identify the missing aspects of their offering and content. Finding what they are missing and adding it will attract more appropriate queries to your bag, for sure.

    Format content for relevant SERP features

    The SERP elements, which you used as clues to search intent, can also be used to inform the style and content of your pages. If the highlighted snippet includes a numbered list, for example, it’s safe to assume that Google values and rewards that structure for that phrase. Similarly, if the SERP returns relevant questions, make sure to answer them clearly and concisely in your content.

    To Wrap Up

    Intent keywords are important for any business that wants to be found online. To use intent keywords, simply incorporate them into your website content and pay-per-click campaigns. This will ensure that your business is visible to people who are ready to buy.

    Search intent-specific SEO content is simple, but not easy to create. Keep the following in mind when developing SEO content based on search intent:

  • Before optimising content, identify the search intent.
  • Specified modifiers should be used in your keyword research while learning new phrases.
  • Use the SERPs to find the best solutions for layout and content
  • Every time, deliver informative, high-quality content.
  • Rank higher, drive more traffic, generate more leads, and increase your revenue! Begin with Soluzione Digital Services.

    For more information, contact us at @soluzione.