Curating Content for Search Intent


Imagine this scenario: you are a business owner and your company is in need of new laptops. The last time you purchased laptops was at least 5 years ago and you have no clue what to look for. So, like any other business owner would likely do…you turn to Google for some assistance.

Picture yourself going to Google and typing in one of the following phrases:

  • “What is the best laptop for a business?”
  • “15” laptop”
  • “HP 15” Laptop”
  • “HP 15” laptop 8GB memory with touchscreen”

With each keyword you type into Google, you learn something new, head back to Google, and refine your search. After searching for “What is the best laptop for a business?” you learned that you need a laptop with a 15” screen. You head to google to find all your options for a “15” laptop.” From this research you find that HP’s brand would be your best option, so you again ask Google to show you “HP 15” laptops” to see your wide range of options, features, and benefits. Ah ha! You love what you’re seeing, you now want a touchscreen and 8GB of memory. So, one more time, you head to Google to find the best deal for “HP 15” laptop 8GB memory with touchscreen.”

This simple example shows us multiple ways users look for information. A simple breakdown of the types of search intent funnel is informational, commercial navigational, and transactional.

  • Informational Search Intent: “What is the best laptop for a business?”
  • Commercial Intent: “15” touchscreen laptop”
  • Navigational Search Intent: “HP Laptop”
  • Transactional Search Intent: “HP 15” laptop 8GB memory with touchscreen”

Understanding the way your audience searches will help you curate content to help them in every stage of their research. Keep in mind, these stages are fluid and the customer could be searching all of these simultaneously.

Informational Search Intent

These users are purely in the research phase of finding a solution to their problem. They are trying to answer the who, what, when, why, and how.

Curating this type of content means understanding the early stages of your customer’s research and adding in these key phrases to titles or metadata. Most importantly, be sure you are answering their question.

Commercial Intent

At this point, the user has a bit more information on the product they are looking for, but they have still not yet decided on a brand. They are comparing brands, prices, features, benefits, etc.

The content they are reading could be reviews, case studies, product specifications, product details, or comparison charts – anything that will persuade them and help them make their decision.

Navigational Search Intent

Finally, the user has chosen the company they would like to purchase from. They are now looking for clear information about what your company offers (products and services) and who your company serves (industries, locations, etc.) to further confirm their choice of moving forward with your company.

Be sure to include your company name in the metadata to help the user recognize your website when searching for your business.

Transactional Search Intent

Your customer is now ready to buy! The research phase is over, and the user is ready to take an action such as requesting a quote, picking up the phone, or making a purchase.

The user has nailed down exactly what they need to buy. They will likely be searching for a brand name, product specifications, model numbers, sizes, etc.

Users are also looking for easy-to-follow content, high-quality images, and a clear call-to-action such as “Buy Now” or “Speak to an Expert.”

Next Steps

If you are struggling to uncover what type of content your website is missing, a great place to start is talking with your sales team. They are familiar with FAQs and pain points of the customer. If you can develop content that meets your customers where they are at, they know immediately that you understand them.

If you have questions, drop us a line! Happy writing!