Module 2: Understanding Search Intent & User Behavior

Lesson 1: What is Search Intent, and Why Does It Matter?

Imagine you’re looking to buy a new laptop. You might start with a search like ‘best laptops for students,’ then move to ‘MacBook Air vs. Dell XPS,’ and finally, when you’re ready to buy, you search ‘buy MacBook Air online.’ Each of these searches has a different intent, and Google tailors the results accordingly.

Search intent refers to the reason behind a search query. Google’s algorithm prioritizes results that match user intent, meaning that even if you target the right keywords, your content won’t rank well if it doesn’t align with what users are actually looking for. That’s why understanding search intent is crucial to keyword research and content strategy.

In this lesson, we’ll break down the four types of search intent and how to use them effectively in SEO and PPC campaigns.

Lesson 2: The Four Types of Search Intent

1. Navigational Intent – Finding a specific website or brand

Navigational searches happen when users already know where they want to go. Queries like ‘Nike website’ or ‘Facebook login’ show that people are looking for a specific brand or webpage rather than general information or products.

For businesses, this means ensuring your brand ranks for its own name. If users search for your brand and find a competitor instead, you could lose potential customers.

Example:
A business owner I worked with once asked why his website wasn’t showing up for his own company’s name. It turned out a competitor had optimized for it and was running ads on Google for that term. Once we improved his homepage SEO and set up branded PPC campaigns, he regained his traffic.

2. Informational Intent – Seeking knowledge or answers

Informational searches often start with words like ‘how,’ ‘why,’ or ‘what.’ Examples include ‘how to start a blog’ or ‘what is SEO?’ Users at this stage are gathering information rather than making a purchase.

Creating high-quality educational content, such as blog posts, videos, and FAQs, is key to capturing traffic from informational searches. This type of content builds brand authority and trust.

Example:
A skincare brand I worked with initially struggled with organic traffic. Instead of focusing solely on product pages, we added blog posts answering common skincare questions like ‘how to get rid of acne naturally.’ Over time, these posts ranked well and funneled users to the product pages.

3. Transactional Intent – Ready to make a purchase

Users with transactional intent are ready to buy and use keywords like ‘buy,’ ‘discount,’ or ‘free shipping.’ Examples include ‘buy running shoes online’ or ‘best deals on gaming laptops.’

For eCommerce and service-based businesses, optimizing product pages and running targeted ads for these keywords can lead to direct conversions.

Example:
I once helped an online store selling travel backpacks. Initially, their product pages weren’t ranking well because they used generic keywords. After adding transactional phrases like ‘buy lightweight travel backpack’ and ‘carry-on bag free shipping,’ their sales increased significantly.

4. Commercial Investigation Intent – Comparing options before purchasing

These searches fall between informational and transactional intent. Users are researching before buying and use keywords like ‘best,’ ‘review,’ or ‘vs.’ Examples include ‘best budget laptops’ or ‘AirPods vs. Bose earbuds.’

For affiliate marketers and content creators, this is a great opportunity to create comparison articles, product reviews, and buyer’s guides.

Example:
A blogger I know started ranking for ‘best noise-canceling headphones under $200.’ Their review-style article included affiliate links, and because readers were already considering a purchase, it converted into consistent passive income.

Lesson 3: How to Identify Search Intent Using SERP Analysis

You don’t need to guess a keyword’s intent—you can analyze search results to determine what type of content ranks.

Steps to analyze search intent:

1. Search the keyword on Google – Look at the first page of results.
2. Examine the top-ranking pages – Are they blog posts, product pages, or brand homepages?
3. Check for SERP features – Does Google display featured snippets, product listings, or ‘People Also Ask’ boxes?
4. Look at title patterns – Words like ‘buy now’ indicate transactional intent, while ‘how to’ suggests informational intent.

Example:
A client wanted to rank their product page for ‘best protein powder.’ However, Google’s top results were all list-style articles comparing multiple brands. Instead of forcing their product page to rank, we created a ‘Top 5 Protein Powders’ blog post, which performed much better.

Lesson 4: Aligning Content with Search Intent

Once you understand search intent, the next step is creating the right type of content. Here’s how:

• For informational intent: Write blog posts, FAQs, or create video content.
• For navigational intent: Optimize brand pages and run branded PPC ads.
• For transactional intent: Focus on product pages, landing pages, and PPC campaigns.
• For commercial investigation intent: Create comparison articles, reviews, and buyer’s guides.

Example:
An online course creator I worked with wanted to rank for ‘best digital marketing courses.’ Instead of just optimizing their course sales page, they created a comparison article featuring their course alongside others. This helped them attract search traffic from users actively researching options.

Lesson 5: Course Recap & Next Steps

To summarize what we covered in this module:

1. Understanding search intent is crucial – Google prioritizes results based on what users want.
2. The four types of search intent: Navigational, informational, transactional, and commercial investigation.
3. SERP analysis helps determine intent – Looking at search results tells you what content works best.
4. Matching content to intent is key – Different types of content work for different search intents.

In the next module, we’ll dive into keyword research techniques, including how to brainstorm keyword ideas, analyze competitor keywords, and use AI to uncover hidden opportunities. Let’s move on!