Understanding Search Intent with Ubersuggest for Better Rankings

Search intent drives every search query, revealing why users search and what they seek. Aligning content with intent is key to SEO success.

With the new Search Intent feature in Ubersuggest Keyword Overview, users can identify the intent behind keywords and create targeted, high-ranking content that meets the audience’s needs.  

• What is Search Intent
• Types of Search Intent and the Customer Journey
• How to Use the Search Intent Feature in Ubersuggest
• Actionable Tips
• Benefits of Understanding Search Intent

What is Search Intent

Search intent, or user intent, refers to the purpose behind a search query. Whether users are looking for information, comparing products, or making a purchase, their intent determines the type of content they expect to find.

Understanding search intent is essential because it helps align content with the specific needs of users at each stage of their customer journey. When content matches their intent, it improves the chances of ranking higher on search engines, attracting the right audience, and driving meaningful conversions.

Types of Search Intent and the Customer Journey

The customer journey is the path a user takes from first discovering a brand or service to taking the desired action, such as making a purchase. It is typically divided into four stages: Awareness, Consideration, Decision, and Action. Each type of search intent aligns with a specific stage of this journey, providing a framework for creating targeted and impactful content.

Informational Intent (Awareness Stage)

At the beginning of the journey, users with informational intent seek knowledge or answers. They are not yet ready to make a purchase but are exploring and learning. Searches such as “What is a low-carb diet?” or “How does solar energy work?” reflect this intent.

To meet this need, content should focus on education rather than promotion. Blog posts, in-depth guides, and explainer videos can provide valuable insights while establishing brand authority and increasing awareness.

Commercial Intent (Consideration Stage)

As users move into the consideration stage, their searches become more specific as they evaluate options. They compare products, read reviews, and look for recommendations to make informed decisions. Queries like “Best fitness tracker for beginners” or “Top-rated laptops for students” indicate a narrowing of choices.

To serve this intent, content such as product comparisons, expert reviews, and curated “best of” lists can help users weigh their options while positioning a brand’s product or service as a top choice.

Transactional Intent (Decision Stage)

When users are ready to take action, their queries reflect transactional intent. These searches often include terms like “buy,” “order,” or “subscribe,” signaling a high likelihood of conversion. For example, searches like “Buy iPhone 14 online” or “Order pizza near me” indicate a readiness to complete a purchase.

To facilitate this process, product pages should be optimized with clear descriptions, pricing details, and strong calls to action, ensuring a seamless transition from intent to transaction.

Navigational Intent (Action Stage)

Navigational intent occurs when users search for a specific website or brand. These users already know what they want and use search engines as a direct route to reach it. Queries like “Facebook login” or “OpenAI website” demonstrate this intent.

To capture this audience, a brand’s website should be well-optimized for branded searches, ensuring that users can easily find the correct pages in search results. Clear navigation and strong brand recognition further enhance the user experience at this stage.

How to Use the Search Intent Feature in Ubersuggest

The new Search Intent feature in Keyword Overview makes identifying the intent behind any keyword simple. The user should add the desired keyword or phrase, selecting a language and location. They will see a comprehensive report, including search volume, SEO difficulty, paid difficulty, cost-per-click, search age range, search volume historical graph, and more.  

The majority of the keywords display two types of intent: a Main Intent and a Secondary Intent. 

However, there can be keywords that will have only the Main Intent as in the example below.

The Main Intent, highlighted in orange, reflects the most probable reason behind the search and falls into one of four categories—Informational, Commercial, Transactional, or Navigational. 
 
The Secondary Intent represents an alternate purpose for the search.   

For instance, a keyword like “jaguar” might show navigational intent as the main intent, with commercial as the secondary intent.  

A primary Navigational intent means many users are likely searching for a specific website, such as Jaguar’s official page for cars. However, a secondary Commercial intent might reflect users researching Jaguar vehicles, comparing models, or looking for the best deals. 
 
This dual intent provides crucial insights for SEO and content marketing strategies.  

To make the data more intuitive, the tool includes helpful tooltips. By hovering over an intent, the users can see a brief explanation of its meaning, ensuring the users understand how it aligns with their content goals.  

With this feature, users can tailor their strategy to both the main and secondary intents, maximizing the relevance and impact of their content.

Actionable Tips

Using the example of "Jaguar," a user with Navigational intent might search for “Jaguar official website” to find the brand’s homepage and explore car models, services, or dealer locations. To capture this traffic, a website’s metadata should be optimized with branded keywords such as “Jaguar luxury cars” and include relevant links. This ensures that the page appears prominently in search results for brand-specific queries.

For websites that focus on selling luxury cars or providing car reviews, content can be tailored to Commercial intent by creating:

• Blog Posts: “Top 5 Jaguar Models for 2024” or “How Jaguar Compares to Other Luxury Car Brands”
• Product Pages: Showcasing specific Jaguar models with detailed features, pricing, and financing options
• Comparison Articles: “Jaguar vs. BMW: Which Luxury Sedan is Right for the User?”

These examples demonstrate how understanding search intent allows for the creation of targeted content that aligns with what users are actively searching for.

By aligning content with both primary and secondary intents, the chances of ranking for relevant searches increase while providing valuable information that meets audience needs. Ignoring intent can lead to content that fails to connect with users, resulting in lower rankings and engagement.

Feature Limitations

While the Search Intent feature is a valuable insight, there are a few limitations to keep in mind: 

Subscription Requirement: The feature is only available to subscribers, including those on trial. Free users must upgrade to access Search Intent insights, as this functionality is part of the PRO offering.

Global Searches: If the user selects All Locations (Global) as the location, Search Intent, and SEO Difficulty metrics won’t be displayed. These metrics rely on local data, so choosing a specific country or city is necessary to access this information. 

Additionally, in rare cases, Search Intent data may not be available for certain languages or locations due to insufficient data. However, this is uncommon and typically applies to niche markets or less frequently used keywords.  

Benefits of Understanding Search Intent

Understanding search intent offers several benefits that can transform users' SEO and content strategy. By tailoring content to align with intent, users improve relevance, which leads to higher engagement and trust. Search engines prioritize content that matches user intent, so aligning keywords and pages can boost rankings.

Moreover, knowing search intent helps users create clear and compelling calls-to-action that resonate with audiences at different funnel stages. For example, someone in the awareness stage might appreciate a free resource, while a user in the decision stage is more likely to respond to a “Buy Now” button. Additionally, this knowledge ensures that marketing resources are focused on efforts that drive meaningful results, making strategies more efficient and impactful.

Let the content do more than rank—let it resonate. Start using the Search Intent feature today and unlock the site’s full potential.

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