What Is Keyword Intent (And Why It’s Crucial for Conversions)
You’re getting a bit of traffic to your site, maybe even showing up in Google for a few keywords. But here’s the frustrating part: those visits aren’t turning into enquiries, bookings or sales.
If that sounds familiar, you might be targeting the wrong people with the wrong content.
The missing link? Keyword intent.
Getting found online is great, but attracting visitors who are actually ready to do business with you? That’s where keyword intent makes all the difference.
1. What Is Keyword Intent?
Understanding the “Why” Behind the Search
Keyword intent is all about understanding why someone is searching.
When someone types something into Google, they’re not just throwing in random words. They’re trying to solve a problem, answer a question, or take a specific action, whether that’s reading a guide, comparing services, or booking an appointment.
If your content doesn’t match that intent, Google won’t rank it, and even if it does, your visitor won’t stick around.
The 3 Main Types of Keyword Intent
Here’s a quick cheat sheet:
- Informational Intent, They want to learn something
e.g. “how to improve my website SEO” - Navigational Intent: They’re looking for a specific brand or site
e.g. “The Search Republic blog” - Transactional/Commercial Intent: They’re ready to take action
e.g. “SEO agency Melbourne” or “book a free SEO audit”
Each of these serves a different purpose, and your content should match accordingly.
2. Why Keyword Intent Matters for SEO and Sales
Not All Traffic Is Good Traffic
Here’s the thing, just because a keyword has a high search volume doesn’t mean it’s the right one for your business.
You could rank #1 for a broad, info-heavy term like “what is SEO” and still get zero leads, because those searchers aren’t ready to buy anything yet.
That’s why keyword intent matters. It helps you attract people who are not only interested, but ready to take action.
Aligning Content With Buyer Readiness
Think of your ideal customer’s journey like a funnel:
- Top of Funnel (Awareness): They’re just discovering the problem
- Middle of Funnel (Consideration): They’re comparing options
- Bottom of Funnel (Decision): They’re ready to choose
Your job is to have content that meets them at every stage, not just the top.
3. Keyword Intent in Action: Real Examples
A Local Business Example: Physio Clinic
- Informational: “how to relieve back pain at home”
- Transactional: “physio clinic near me”
Only one of these is likely to lead to a booking, the other might be a great blog post topic, but it won’t convert right away.
A Service-Based Business Example: Business Coaching
- Informational: “what is business coaching?”
- Commercial: “best business coach in Sydney”
- Transactional: “book a business coach in Sydney”
See how the intent changes, and how the last one is the closest to a paying client?
4. How to Identify Keyword Intent (Before You Start Writing)
Read the SERP (Search Engine Results Page)
Search the keyword yourself and look at what Google shows.
Are the top results blog posts? Product pages? Directories?
That’s a huge clue about what Google thinks the intent is, and what you should create.
Look at the Language
Words like:
- “How to,” “What is”, Informational
- “Best,” “compare,” “reviews”, Commercial
- “Buy,” “Book,” “near me”, Transactional
Match your content type and tone to the words being used.
5. How to Optimise for the Right Keyword Intent
Match the Content Format
- Informational intent?: Blog post or guide
- Commercial intent?: Comparison page or FAQ
- Transactional intent?: Product or service page with a strong CTA
Use Clear CTAs That Fit
Not every visitor is ready to “Call Now.”
For top-of-funnel content, try “Learn More” or “Download the Guide.”
For decision-stage content, go with “Book a Free Call” or “Get a Quote.”
Want to Attract the Right Visitors (Not Just More)?
Targeting the right keywords is only half the battle. To get more enquiries and sales, you need to match your content to keyword intent, so you’re reaching people who are ready to take action.
Not sure if your content is hitting the mark?