TL;DR
The way people search online isn’t the same as it was five years ago. And it’s not slowing down. Search engines are smarter, users are more specific, and your content needs to catch up fast.
What is search intent?
Search intent is the reason behind a search. In other words, what someone actually wants when they type into Google.
It usually falls into four categories:
- Informational: Looking for answers or learning something new
- Navigational: Searching for a specific website or page
- Transactional: Ready to buy or take action
- Commercial investigation: Comparing products, reviews, or services before committing.
Getting this wrong means your content won’t match what people want. And if it doesn’t match, it won’t rank.
How user behaviour has changed
Search behaviour has become more focused, faster, and voice-driven. Here’s how:
Longer, more specific searches
People now search with complete questions or detailed phrases, not just keywords. For example:
- Then: coffee machine
- Now: best coffee machine for small kitchens
This shift reflects how users expect clear, relevant results—instantly. Your content must be more targeted, with natural phrasing and clear answers.
Voice search and conversational queries
Thanks to smart devices, queries are now more conversational. People ask questions like they’re talking to a person:
- What’s the best energy supplier near me?
- How do I clean suede trainers?
You’ve got to make your content feel like a natural answer to these kinds of spoken questions.
Mobile-first thinking
Over 60% of UK web traffic is now mobile. That means if your content isn’t fast, easy to read, and scroll-friendly, people won’t stick around. Mobile users expect instant answers and effortless navigation. Design your content with that in mind, short paragraphs, clear headings, and bold keywords help make it scannable.
What this means for your SEO strategy
Understanding intent isn’t a bonus, it’s essential. Here’s what you should do:
Rethink your keyword targeting
Instead of chasing high-volume keywords, focus on long-tail, intent-based phrases. These are more likely to convert because they come from users further down the buying journey.
Do this:
- Use tools like AnswerThePublic or AlsoAsked to find real questions
- Include these questions in your headings
- Match content type to the query type (e.g. guides for how to, reviews for best of)
Map keywords to content types
Each piece of content should have a job. Don’t write a blog when the query needs a product page. A mismatch between intent and content type can harm both rankings and user experience. Understanding what users are expecting helps you deliver the right format whether that’s a product page, comparison guide, FAQ, or how-to article.
Create content for every stage of the journey
People don’t convert instantly. They move from awareness to decision in stages. You need content at every step:
- Awareness: Educational blogs, FAQs, and explainer videos
- Consideration: Product comparisons, testimonials, expert insights
- Decision: Product pages, clear CTAs, delivery and returns info
A single blog post won’t carry users all the way through. Plan for intent at every stage and connect pages internally so users have a clear path forward.
How Google interprets intent differently
Search engines have become more intuitive. Google doesn’t just match words, it understands context.
BERT and natural language processing
With the BERT update, Google now focuses on understanding the full meaning of a sentence, not just matching keywords. This rewards well-written, relevant content. If your page offers genuine answers and reads like natural conversation, it’s more likely to be rewarded.
Write clearly. Don’t stuff in keywords. Answer the question. Stay focused on the user.
Featured snippets and zero-click searches
More users get answers without even clicking. These are called featured snippets. To win that space, your content needs to be structured properly:
- Use headings as questions
- Provide concise, accurate answers
- Format with bullet points or numbered lists.
This kind of formatting helps both users and Google understand your content at a glance.
Adapting your content strategy today
Here’s how you can align your content with evolving search intent:
Start with a content audit
You can’t fix what you haven’t reviewed. Run a full content audit to see:
- Which pages get traffic but don’t convert
- Which keywords drive clicks but have high bounce rates
- What gaps exist between what you’re ranking for and what users actually want.
A content audit helps you prioritise fixes and identify where intent isn’t being met.
Use search intent to fuel your content calendar
Instead of planning content around keywords only, focus on user needs. Build topics that answer real questions and provide genuine value.
Tools like Google Search Console, Semrush, and Google’s People also ask section can help surface what people are really looking for.
Refresh old content
Pages that once performed well can drop in rankings if they no longer align with current intent. Update them regularly:
- Rewrite meta titles and descriptions to reflect intent
- Add or update key sections based on newer search patterns
- Improve internal links to guide readers to related content.
A simple refresh can revive older posts and turn them into strong performers again.
Combine SEO with CRO
Ranking is only half the job. Once people land on your page, it needs to convert. That means:
- Matching the content to the headline or search result
- Using clear calls to action relevant to the user’s stage
- Making your site mobile-friendly and fast.
Good SEO gets users to the page. Good CRO gets them to act.
What happens if you ignore search intent?
Let’s be blunt: you’ll lose visibility, traffic, and conversions. Bounce rates will go up. Google will stop trusting your content. And your audience will go somewhere else for answers.
Search intent isn’t a trend. It’s the new standard. If you don’t align with it, your content will fall behind no matter how well written it is.
Let’s recap with an action list ✅
Understanding search intent isn’t just for SEO experts, it’s for anyone who wants to grow online. You’ve got to write for real people, not just algorithms.
Here’s your action list:
- Audit your existing content
- Match keywords to intent
- Update pages with clear purpose
- Plan future content based on user needs
- Monitor results and refine often
Ready to optimise your content the right way?
If you’re serious about ranking higher, engaging readers, and turning traffic into sales, it’s time to build content that serves real search intent.
At Bulldog Digital Media, we help ecommerce businesses create SEO content that ranks, converts, and delivers results without the fluff. Whether you’re refreshing existing pages or planning a full content strategy, we’re ready to help you reach new corners of the internet with content that actually works.
