What Is Search Intent? Why It Matters for SEO

June 9, 2025 | Categorised in: Blog

Key Take Aways

Learn what search intent is and why it’s crucial for SEO success.
Understand the four types of search intent: informational, navigational, transactional, and commercial.
Discover how to optimise your content strategy to match user intent and improve rankings.

What Is Search Intent?

Search intent refers to the reason behind a user’s query. It’s what the person really wants to know, do, or find when they enter a search term.

Google’s algorithms have become incredibly good at interpreting intent—and websites that deliver the right content for the right intent are rewarded with better rankings.

There are four main types of search intent:

Informational – The user is looking for knowledge (e.g. “how to improve SEO”).
Navigational – The user wants to visit a specific site (e.g. “Amire Digital login”).
Transactional – The user is ready to buy or take action (e.g. “SEO services Sydney”).
Commercial Investigation – The user is comparing or researching (e.g. “best SEO agency in Sydney”).

Why Search Intent Matters More Than Ever

Google doesn’t just rank pages based on keywords. It ranks them based on how well they satisfy the user’s intent.

If your page targets the right keyword but fails to match the intent, it’s unlikely to perform well. This is especially true for high-competition keywords.

Example:

If someone searches for “email marketing software comparison,” Google will prioritise listicles and reviews, not product pages.

How to Optimise for Search Intent

1. Identify the Intent Behind Each Keyword

Use tools like Google Search, Ahrefs, or SEMrush to analyse the top-ranking pages for your target keyword. Ask:

Are the top results blog posts, product pages, or guides?
What do these pages help users accomplish?

2. Match the Format to the Intent

Once you know the intent, choose the right content format:

Informational: Blog posts, how-to guides, videos
Navigational: Homepage, login pages, brand pages
Transactional: Product or service pages
Commercial: Comparison pages, testimonials, buying guides

3. Write Content That Truly Satisfies the Query

Don’t just include keywords—answer the question better than anyone else. Provide:

Clear structure (headings, bullet points)
Trust signals (testimonials, certifications)
Actionable tips or next steps

4. Update and Improve Existing Content

Review underperforming content and ask:

Does this content match the current top-ranking intent?
Can I better align the headline, format, or CTA?

Amire’s content marketing experts can help with keyword mapping and content refinement.

Measuring Success: How to Know If You’re Hitting the Mark

Keep an eye on:

Bounce rate – A high bounce rate can signal a mismatch between your content and user intent
Time on page – Longer sessions often indicate your content is helpful
Conversion rate – For transactional queries, are users converting?

SEO success isn’t just about visibility—it’s about meeting expectations. Our SEO team can help you understand the true intent behind the traffic you’re receiving.

Final Thoughts: Why Intent Drives Modern SEO

Ignoring search intent is like shooting arrows in the dark. You might hit something—but it won’t be consistent, and it won’t scale.

Modern SEO is no longer just about ranking for keywords. It’s about delivering exactly what your users want—when they want it.

Need help aligning your SEO with user intent? Contact Amire for a strategy that brings long-term results.

Client Testimonials

Telstra Media Group

AMIRE has been providing Telstra Media with SEO Services since the beginning of October 2013 and whilst still relatively new they have provided exceptional service and insight for the business thus far.

Telstra Media replaced our previous SEO agency (whom we had worked with for over 6 years) with AMIRE, which I believe is a clear indication of their SEO expertise and experience. Telstra Media is looking forward to a strong relationship with AMIRE and have no hesitation in recommending them to any company considering their services.

Grant Hilton | Search Producer
Digital Media and Content Services
Telstra Media Group

AAMI

I have known Sean and Amye from the days when ‘search’ was in its infancy in Australia. At the time my team and I were intent on establishing the online business for AAMI. We recognised early on how important search would be to help position AAMI on customer shopping lists for their insurance needs and as a cost effective marketing tool. Seam and Amye continue to impress me with the depth and breadth of knowledge they have with the search industry. Their technical knowledge is extensive and that helps remove the guesswork and makes decisions easier and more precise.

They listened and understood the AAMI business and what the key business drivers were. This helped us design and develop websites that balanced optimal search requirements with user experience and customer centric design.

It was principally through Sean and Amye’s knowledge and results driven attitude that positioned AAMI in a prominent position for all of AAMI’s key terms, a position it has held for many years.

David Jones
Former E-Business Manager
AAMI

Suncorp Group

Amye consulted on Suncorp Commercial Insurance for a number of years in optimising our business for search. In that period, Suncorp’s dominance in search helped the business receive an unprecedented number of lead opportunities, driving further investment and support of the online channel.

Amye’s professionalism and attention to detail served us well. Amye was always free and willing to assist with any queries we had about the complexities of SEO as well as providing us with up-to-the-minute news on trends and changes in search. We were always well prepared to stay ahead of the game.

Darren Abood
Senior Leader – Websites
Digital Distribution | Commercial Insurance
Suncorp Group

General Pants

As our consulting SEO Director, Amye showed an unwavering dedication to delivering the best search results within a sometimes challenging technical infrastructure. Her depth of knowledge and awareness of industry advances were exemplary, and always considered within the context of our search brief.

Amye’s friendly and relaxed professional approach ensures team members of every level have a good understanding of search objectives; this ultimately creates both a commercially successful and enjoyable partnership.

Michael Laxton
Head of Online & CRM
General Pants

Virgin Money

During my spell at Virgin Money Australia, Sean was the SEO expert from 24/7 Real Media, and proved to be deeply knowledgeable and of great service. I would recommend Sean as an SEO specialist for being extremely approachable, cheerful, professional and provided invaluable advice on improving the company site in natural search, combined with other paid search activity.

Peter Davis
Web Experience Manager
Virgin Money

Bigpond

The principals of Amire, Sean and Amye are well known within the search optimisation industry. I have worked directly with them for several years and they have always followed ethical practices in delivering great results. The quality of their work and trust worthiness is first rate. I always felt like my business was important and the best people were working on my account.

Dale Cohen
General Manager
BigPond Network | Telstra Digital Media & IPTV – Pay TV

More testimonials

The Role of Search Intent in Modern SEO