Understanding User Intent: The Secret to Ranking #1

Keywords are dead. Long live User Intent.

In 2024, if you just stuff keywords into a page, you will lose. Google’s AI (RankBrain, BERT) understands context. It matches content to Intent.

The 4 Types of Intent

1. Informational (“Know”)

The user wants to learn.

• Query: “how to tie a tie”
• Your Content: Step-by-step guide, video, clear diagrams.
• Don’t: Try to sell them a tie immediately.

2. Commercial Investigation (“Choice”)

The user is comparing options.

• Query: “best iphone vs samsung 2024”
• Your Content: Comparison tables, pros/cons lists, “winner” verdict.
• Don’t: Just list specs without opinion.

3. Transactional (“Do/Buy”)

The user is ready to act.

• Query: “buy nike air max size 10”
• Your Content: Product page, big “Add to Cart” button, pricing.
• Don’t: Write a 2000-word history of Nike.

4. Navigational (“Go”)

The user wants a specific site.

• Query: “Facebook login”
• Your Strategy: Ignore these unless you ARE that brand.

How to use Intent to Rank

Before you write a single word, Google your target keyword. Look at the top 3 results.

• Are they blogs? Write a blog.
• Are they product pages? You need a product page.
• Are they videos? You probably need a video.

Align with the format Google is already rewarding.

Our tool’s “Content Advisor” does this automatically. When you analyze a keyword, the AI tells you exactly what intent lies behind it and even suggests the Content Angle (e.g., “Create a Ranking Table” or “Write a Step-by-Step Guide”).

This saves you from writing the wrong type of content.