Content SEO: Matching Keywords with Intent

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In today’s search landscape, accurately matching keywords with search intent is an invaluable skill in content for search engine optimization. Search intent is the fundamental aspect of content that distinguishes the helpful from the not-so-helpful ones to users and, therefore, rewarded by search engines.

Yet, ironically, many search engine optimization experts and content marketers still haven’t mastered this essential skill—to the detriment of your search rankings. Moreover, the barrage of misaligned content aggravates the content fatigue of users needing answers.

That said, as the AI revolution continues to fuel a content explosion, it’s become all the more important to learn and continually hone this skill. Hence, we tackle it in this article.

What is Search Intent?

Let’s go back to basics—what is search intent, and why does it matter in your content for SEO efforts?

Search intent (or user intent) is the purpose behind a user’s search query. It tells search engines (and search optimizers) what the user wants to achieve or find through their search. Matching content to search intent is a traditional SEO technique that helps content marketing and SEO experts align their content with what users need. Hence, by matching content to search intent, you improve your website’s relevance to users and satisfy their needs, improving your chances of ranking.

You can create different types of search intent and similar types of content to match each of them. We’ll discuss that in the following sections.

Understanding Keyword Intent

Recognizing and matching the correct intent with your content can dramatically enhance your SEO by aligning your articles, videos, or other content forms with the user’s needs. Here’s a breakdown of the primary types of keyword intents:

Informational Intent

Searches with informational intent mean users seek answers or more knowledge about a specific topic. Queries will often contain words like “how to,” “what is,” or “guide,” which convey a need to understand.

Later on, we’ll discuss how you can optimize for these. But in broad strokes, you must include these keywords in titles, meta descriptions, headers, and the like to match the search intent. Moreover, addressing this search intent requires you to create content that thoroughly explains the topic and provides transparent, actionable insights.

Screenshot of an sample informational intent search for the query 'how to do home improvement tips'

For instance, consider a content theme focused on “Home Improvement Tips.” Users searching for “how to renovate a kitchen” are likely seeking detailed information on everything from planning the layout to selecting materials and managing the budget.

Some topics you consider might go along these lines:

  • Beginner’s Guide to Kitchen Renovation
  • How to Choose the Right Materials for Your Kitchen Remodel
  • Cost-Effective Ways to Upgrade Your Bathroom

Navigational Intent

This intent involves searches where users try to locate a specific website or page. Here, users know where to go and use search engines to get there quickly. For instance, someone typing “Facebook login” is likely trying to find the Facebook login page rather than information about Facebook.

Apart from login pages, it can also involve contact pages and service pages, which are important landing locations for businesses. In relation to these pages, you can optimize for keywords like “contact number, “contact form,” “clinic address,” or more.

Another important consideration for this intent is local SEO — a specific practice that involves optimizing pages for specific geographical locations.

Related Article: Local SEO Checklist for New Businesses

But in terms of content, some topics you might explore are:

  • Finding the Best Home Improvement Contractors Near You
  • XYZ Home Improvement Services Contact Page
  • ABC Home Improvement Services Portfolio

Transactional Intent

When users are prepared to purchase or engage in another online transaction, they have transactional intent. These queries might include “buy,” “deal,” or specific product names.

This intent is particularly relevant for e-commerce websites or service providers offering specific products or services. Let’s look back to our example of home improvements again. Some possible topics you can write to align with this intent are:

  • Buy Power Tools Online
  • Best Deals on Home Improvement Supplies
  • Order Custom Cabinets for Your Kitchen

Commercial Investigation

This intent is often a precursor to making a purchase but involves more research where the user compares products, reads reviews, and looks for the best options. To search optimizers, these terms signal high interest among users and are addressed with more in-depth content.

Searches like “best SEO software” or “top 10 men’s running shoes” fall under this category. Commercial investigation intent is critical for users in the research phase of their buying journey. They are looking to compare options, evaluate features, and read reviews before deciding.

To build on our example of home improvement once again, some content you can develop to target this intent are:

Possible Topics:

  • Best Power Drills for Home Improvement Projects
  • Top 10 Paint Brands for DIY Home Renovations
  • Comparing Home Improvement Loan Options

Strategies for Matching Content With Keyword Intent

By this point, you should better understand the search intent that specific keywords or phrases convey. This recognition is vital to any content audit, analysis, topic ideation, or ideation that you do.

Let’s discuss a few ways to optimize your content for these.

1. Auditing Your Current Content for Intent Alignment

Start by compiling a list of all existing content, including blog posts, articles, product descriptions, and more. This overview will allow you to evaluate each piece systematically.

Once you have an overview of your content, you must identify their target primary keywords and determine the corresponding search intent. This step also helps leverage tools like Google Analytics and Google Search Console, which can give insights into how visitors find and interact with your content.

Lastly, you must evaluate how well each piece of content performs regarding traffic, engagement, conversion rates, and other relevant metrics. This analysis helps identify which pieces of content are well-aligned with user intent and which are underperforming.

2. Perform Thorough Keyword Research

More than alignment with search intent, conducting fresh and thorough keyword research is crucial to ensuring your content is relevant and timely for your audience. Here, you can use tools like SEMrush, Ahrefs, and Google Keyword Planner to identify the intent behind keywords. Look for phrases that include words like “best,” “how to,” “buy,” or “reviews.”

You can also look outside these tools and into what SERPs look like. This method entails running an actual search on engines and examining the results pages to investigate the current intent the results are trying to address.

Take notice of the type of content that ranks highest for these keywords — are they informational articles, product pages, reviews, or guides? The answer should guide you to what content you can produce similarly.

Lastly, seek to balance your keyword targeting with long-tail keywords, as they are less competitive, more descriptive, and likely the most aligned with the user’s queries.

3. Tweak Existing Content to Better Match Keyword Intent

After you’ve identified content that can be improved, you must tweak it. This involves cherry-picking the actual keywords you want to target. Remember that while SEO hopes to target as many keywords as possible, it’s more important to prioritize relevance. If not, search engines will read it as keyword stuffing, which could then lead to penalties in ranking.

Consider whether the keywords you are targeting truly align with the content’s message and users’ search intent. Then, adjust the keywords and surrounding text to reflect better the intent you aim to satisfy.

This strategy works just as well for new and existing content. For efficiency, you should actively update and expand existing articles as you develop your content library. Content improvements can involve making it more comprehensive or personalized, depending on the specific informational needs you uncover.

From there, the sky’s the limit — you can explore in-depth analysis pieces, update statistics, and visual aids like charts and infographics. Conversely, you can ensure that product features, benefits, and calls to action are clearly highlighted and accurate for transactional pages.

4. Improve Internal Linking

Review and improve your internal linking structure to strengthen your pages’ ability to address the navigational intent. A fundamental aspect of this is ensuring that links make sense on a page and help users navigate it more easily or, in short, find things.

Here are some specific tips for improving internal linking in your website:

  • Use descriptive anchor texts that tell users what to expect when they click the link. For example, instead of “click here,” you can use something more precise like “learn more about our services.”
  • Link to your high-priority pages, like those that drive conversions or provide pertinent information. Similarly, ensure they redirect from other relevant pages on your website, like a blog pointing to a contact page. This helps distribute link equity and improve the visibility of these key pages.

Image with text captured from a blog on the rise of zero-click searches where an internal link is highlighted

  • Group related content to create topic clusters, which serve as a central hub page linking to various subtopics. This structure helps improve site structure and helps search engines understand the relationship between different pieces of content on your site.
  • Ensure all links are updated and working by linking to fresher content and checking if they are crawlable.
  • Balance your linking by not having too many links on a single page, as these can distract users and dilute the link equity passed onto a specific page. Don’t try to pepper in too many links; instead, aim for balance and relevance.

5. Optimize Meta Descriptions and Titles

Meta descriptions and titles are low-hanging fruits for optimization that can earn you quick wins. Hence, it’s crucial to actively adjust these for better alignment between keywords and search intent. You’ll find that, with better matching, your click-through rates and engagement will improve.

Another important thing to remember is that you must continue monitoring your pages after making adjustments. SEO is an ongoing process, and continuous improvement based on performance data is crucial. Use feedback and analytics to refine strategies further and enhance content effectiveness.

Final Thoughts

In today’s search landscape, the value of accurately matching keywords with search intent is not underestimated, as it improves search rankings and user satisfaction. Whether you’re expanding your content library or updating existing content, make sure that you:

  • Fully understand search intent and allow this recognition to guide your efforts in optimizing whatever content you create.
  • Be thorough yet selective in keyword research, as relevance remains your priority for ensuring accuracy in search intent matching.
  • Improving internal linking in your website to strengthen the relevance of your pages for specific keywords, especially as these are vital to addressing navigational intent.

Mastering the art of matching keywords with search intent can significantly improve your website’s relevance and user satisfaction. Continually refining your content strategies based on evolving keyword intents is crucial for staying competitive.

For personalized advice and strategy optimization, consider consulting with our SEO experts at The Ad Firm — we’d love to help you.


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