Search Intent: The Key to Creating Content That Connects
Why Keywords Alone Aren’t Enough to Get Found — or Get Results
You’ve probably heard that using the right keywords helps your business show up on Google. That’s true — but there’s more to it.
If your content doesn’t match what someone actually wants when they search, it won’t rank. And even if it does, it won’t keep them on your site. That’s where search intent comes in.
What Is Search Intent?
Search intent is the reason behind a search. In other words:
What is this person actually trying to do?
Take the keyword “Facebook ads.” That could mean someone wants:
- A how-to guide
- Pricing info
- Help from an expert
- To fix something that’s broken
If your website content doesn’t answer the right question — or tries to do all of them at once — it’s not going to perform.
3 Common Types of Intent (And How to Spot Them)
- Informational — “How do Facebook ads work?”
People want to learn something. Blogs, explainers, and FAQs work well here. - Commercial — “Best Facebook ad strategies for small businesses”
They’re researching options. Case studies or comparison pages help build trust. - Transactional — “Hire a Facebook ad expert in Penticton”
They’re ready to buy. Your service pages and CTAs should meet them there.
You can usually tell the intent by how a keyword is phrased — words like how, best, near me, hire, cost give clear clues.
How to Make Your Content Match the Intent
Start with the real question
If the keyword is “how to run Instagram ads,” don’t start by selling your services. Start by actually explaining how it works.
Be specific, not generic
If someone searches “email marketing tips,” don’t write a page called “Why Email Marketing Matters.” They already know that. Give them actual tips.
Guide them to the next step
Not every page needs to sell — but every page should make it easy to keep going. Link to a contact form, service page, or related resource.
It’s Not Just About Ranking — It’s About Relevance
You can use all the right keywords and still miss the mark if your content doesn’t answer the question behind the search. The best-performing websites are the ones that match what people actually need — when they need it.
Want content that ranks — and works?
We help businesses write pages that meet people where they are, and guide them toward action. Let’s make your website do more.
