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It’s common to confuse search words with search purpose – user intent, but they can be miles apart.

When people make searches online, there’s a reason behind it, and it matters a whole lot. Do they want to compare options, buy a product or service, or learn something?

These intentions motivate the preference and types of content people view, and they determine the content you create.

If your posts, videos, or emails don’t match viewer intent, it will serve no purpose, no matter the quality.

So, how can you create content that matches searches? You have to track user intent first.

This guide will show you. Read on to understand user intent and how to make your content truly relevant.

Summary

• What is User Intent, and Why Does It Matter?
• Types of User Intent
• Keyword and Search Intent: The Typed Words vs. What They Really Want
• How to Identify User Intent
• Matching Your Content Type to the User Intent
• How to Structure Your Content Based on Intent
• Repurposing Content While Preserving User Intent
• Conclusion

What is User Intent, and Why Does It Matter?

User intent is the purpose behind people’s actions or searches online.

Let’s consider these analogies to help you understand search intent better.

• “Best camera for content creation ≠ “how to use a camera for content creation”
• “‘How to make a healthy sandwich ≠ ‘best sandwich”
• “Night skincare routines” ≠ ‘best facial serum.”

The intention behind these queries is distinct, even though they look alike. For instance, the reason for wanting to know the best cameras isn’t the same as how to use a camera.

The same applies to the other, as the intent differs, so will the content and content type.

The Benefit?

When you track user intent, it makes your creation more discoverable and improves SEO. 

It drives engagement, conversion, and helps build trust with your audience.

A mismatch between user intent and your content can render it redundant.

Types of User Intent

There are four categories of user intents, which cover the reasons people view content.

1. Informational Intent

This caters to those who want to find answers, learn something new, or gain a deeper understanding of a topic.

Examples:

• How to write a proper LinkedIn profile
• Why does my fridge smell
• Ways to care for the snake plant
•  Who was Michael Faraday?

Whether for blog posts, videos, emails, or social media posts, informational content enlightens.

2. Commercial Intent

This intent is aimed at searchers who are evaluating options, researching, but not ready to commit.

They are considering a product or service and are investigating it before making a decision.

Content that matches this intent includes reviews, buyer’s guides, best lists, comparisons, demo videos, and similar materials.

They help you address common questions, eliminating possible objections.

3. Navigational Intent

Navigational intent is for those who want to reach a specific page or website. These searchers already know what they need and only need assistance with locating it.

If you’ve ever searched for Gmail, Canva, or TikTok login, that is a classic navigational intent.

This intent is very helpful for branded content.

4.Transactional Intent

People with this intent are prepared to take action. It could be to download, subscribe, book, buy, or sign up.

At this stage, they have passed the informational and commercial intent stages and are ready to follow through.

Keyword and Search Intent: The Typed Words vs. What They Really Want

To successfully track user intent, you must go beyond keywords and understand the underlying motive. 

A keyword is a phrase or term people search for online, while the reason for that search is the search intent. 

One is what they type or say online, and the other is what they want.

This means that your content not only captures the right keywords but also provides exactly what your audience wants.

• Let’s use this broad keyword as an example: “shea butter.” 

You will think it’s a straightforward thing, but people searching for shea butter will have different reasons.

• Some might want to know what shea butter is (informational), others might want to know where to get it nearby (transactional). 
• Another could want to compare it with cocoa butter (commercial): the same keyword serving a variety of purposes.

This understanding helps you create the right content and format that matches user intent.

Here’s more details on content types.

How to Identify User Intent

Here’s how to accurately track user intent that matches your topics or keywords:

• Check Search Engines for Clues

Type your keyword or topic into a search engine like Google and observe the featured snippets and top searches. Look at the content type, is it a blog post or a video?

• Use SEO tools

You can use tools like AnswerThePublic and Ubersuggest to identify search intent. They will show you the keywords and content that are ranking for them.

Google Autosuggest and other platform search bars are also helpful

• Ask your audience

Your audience can tell you what people really want. You can get this information through Q&A, polls, or DMs.

Don’t miss our detailed post on keyword research.

Matching Your Content Type to the User Intent

As earlier explained, the goal of any content you create is to match your audience’s intent.

Use this guide to align your content to search intent.

User Intent	Best-Fit Content Formats	What Not to Do❌
Informational	Tutorials, explainers, listicles, how-to blogs, carousels	A hard-sell for “how to”
Commercial	Comparisons, reviews, buying guides, case studies, carousel breakdowns	Listing features — instead of comparison
Transactional	Product pages, service descriptions, checkout flows, email CTAs, demos	Too detailed or educational when they’re set to act
Navigational	Brand-specific content, tool tutorials, pricing pages, FAQs, landing pages	Sending them to a generic blog instead of exact page

• Informational: Content formats like explainer blogs, tutorials, tips, and carousels are suitable for this search intent.
• Commercial: Content that suits commercial intent includes reviews, guides, comparisons, breakdowns, and case studies.
• Transactional: This includes email sales, product or service-focused content, and sales pages.
• Navigational: These are direct content that lands viewers on their desired tool, brand, or product name.

Matching your content properly improves clarity and clicks, while a mismatch confuses your audience.

How to Structure Your Content Based on Intent

Besides proper matching, the right structure enhances the performance of your content.

1. Informational Intent

• Build curiosity by starting with a hook
• Break content into scannable sections with subtitles
• Use illustrations to provide deeper learning

2. Commercial Intent

• Start with a relatable scenario or a specific pain point.
• Include pros and cons, and comparison tables
• Add recommendations or solutions with a subtle sell

3. Transactional Intent

• Follow a persuasive structure. Start with the problem, proffer a solution, and include a clear CTA
• Use emotional triggers and a sense of urgency

Show testimonials, convincing visuals, or provide guarantees

4. Navigational Intent

• Provide clarity to access points quickly.

5. All types of Intent

•  Ensure your content matches your target reader’s stage. Don’t persuade when you should only be informing.
• Always provide content that your headline or caption promises.
• Make your visuals complementary to user intent. For example, an infographic can replace a product shot.

See why visuals matter in content.

Repurposing Content While Preserving User Intent

If you’re wondering whether repurposing prevents your content from aligning with user intent, you’ll like this.

You can convert your high-performing content from one format to another while preserving its original intent.

Here’s what to do:

• Blog Post/ Article to Social Media Post: Take out the top points from your articles or blog posts to make a post, carousels, or videos.
• YouTube to email: Sum up your best values and add the link to your video.
• Social to blog/ article: Develop a viral social media post into a long-form write-up.

Regardless of the content format you are repurposing, your priority is to understand what your viewer wants.

Find out more about content repurposing.

Create to Feed Intent

Understanding user intent is key to creating content that impacts your audience. Using these intentions to provide valuable content improves your credibility, visibility, and conversion rates.

Now that you know how to track user intent, use these tips to craft content that connects and transforms.

Did you learn something new? Check your last three posts to confirm if they match intent.