{"id":164397,"date":"2023-08-11T00:07:30","date_gmt":"2023-08-11T05:07:30","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=164397"},"modified":"2024-10-17T11:12:40","modified_gmt":"2024-10-17T16:12:40","slug":"search-intent","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/search-intent\/","title":{"rendered":"Search Intent in SEO: What It Is &amp; How to Optimize for&nbsp;It"},"content":{"rendered":"\n<div class=\"intro-txt\">Search intent is the reason behind a search query. In other words, it\u2019s what the searcher is looking for when using a search engine like Google.<\/div>\n\n\n\n<p>In this guide, you\u2019ll learn all you need to know about search intent and how to optimize your content to align with&nbsp;it.&nbsp;<\/p>\n\n\n\n<div class=\"hub-link\"><img decoding=\"async\" alt=\"Beginner's guide to keyword research\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/05\/keyword.png\"><div class=\"hl-title\">New to keyword research? Check out&nbsp;our<\/div><div class=\"hl-content\"><a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\" target=\"_blank\">Beginner\u2019s guide to keyword research<\/a><\/div><\/div>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why search intent matters for SEO\" data-section=\"why-search-intent-matters-for-seo\">\n\n\n\n<h2 class=\"wp-block-heading\">Why is search intent important for&nbsp;SEO?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Google prioritizes <a href=\"https:\/\/www.google.com\/search\/howsearchworks\/how-search-works\/ranking-results\/#relevance\">relevance<\/a> in search results. So if you want to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-higher-on-google\/\">rank in Google<\/a>, your content must be the most relevant result for the query. First and foremost, that means creating content that aligns with search intent of the target audience.<\/p>\n\n\n\n<p>For example, if you search for \u201cbest suv,\u201d you\u2019ll find all the results are SUV rankings and reviews, not any particular car\u2019s product page.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"960\" class=\"wp-image-164403\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-1.png\" alt=\"Example of dominating search intent\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-1.png 1280w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-1-567x425.png 567w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-1-768x576.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><\/figure>\n\n\n\n<p>This is because Google knows the user intent is to learn first, and then potentially buy.<\/p>\n\n\n\n<p>Optimizing for search intent can bring great results. We got 516% more traffic in less than six months by making a change to one of our landing pages.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"646\" class=\"wp-image-164404\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-1.png\" alt=\"Results of optimizing for search intent\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-1.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-1-680x220.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-1-768x248.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-1-1536x496.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>The landing page wasn\u2019t ranking well because it lacked a free tool functionality. To align it with searchers\u2019 expectations for the \u201cbacklink checker\u201d query, we needed to add that&nbsp;tool.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"511\" class=\"wp-image-164406\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-1.png\" alt=\"Changes made to a page to align with search intent\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-1.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-1-680x174.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-1-768x196.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-1-1536x393.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to find and optimize for search intent\" data-section=\"how-to-find-and-optimize-for-search-intent\">\n\n\n\n<h2 class=\"wp-block-heading\">How to find and optimize for search intent<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>SEOs usually group keywords into one of four keyword search intent buckets:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Informational intent <\/strong>\u2014 searchers are looking for information or an answer to a specific question.<\/li>\n\n\n\n<li><strong>Commercial intent<\/strong> \u2014 searchers are comparing products or services before making a purchase decision.<\/li>\n\n\n\n<li><strong>Transactional intent<\/strong> \u2014 searchers are ready to complete and action, often a purchase.<\/li>\n\n\n\n<li><strong>Navigational<\/strong> <strong>intent<\/strong> \u2014 searchers are looking for a specific website.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>These search intent categories, while broad, provide a useful starting point for content strategy. For example, when creating blog content, filtering for informational intent keywords in Ahrefs\u2019 Keywords Explorer can help identify suitable topics quickly.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1502\" height=\"1164\" class=\"wp-image-181285\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/filtering-intents-keyword-research.png\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/filtering-intents-keyword-research.png 1502w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/filtering-intents-keyword-research-548x425.png 548w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/filtering-intents-keyword-research-768x595.png 768w\" sizes=\"auto, (max-width: 1502px) 100vw, 1502px\"><\/figure>\n\n\n\n<p>However, many keywords have multiple intents or fall between categories. For example, the query \u201cbest air fryer\u201d is informational, transactional, and commercial at the same time. This is because, in the SERPs, you will find product reviews, recommendations, ads, and basic information about what air fryers are and what they\u2019re good&nbsp;for.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2388\" height=\"1298\" class=\"wp-image-181286\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/multiple_intents.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/multiple_intents.jpg 2388w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/multiple_intents-680x370.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/multiple_intents-768x417.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/multiple_intents-1536x835.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/multiple_intents-2048x1113.jpg 2048w\" sizes=\"auto, (max-width: 2388px) 100vw, 2388px\"><\/figure>\n\n\n\n<p>Furthermore, the SERPs hold more information on what searchers <em>actually<\/em> want. You can&nbsp;learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do they want a blog post or&nbsp;video?<\/li>\n\n\n\n<li>Do they want a list of the best options, or a single recommendation and review?<\/li>\n\n\n\n<li>Do they value anything in particular when looking for recommendations?<\/li>\n<\/ul>\n\n\n\n<p>This is why we came up with a new way to classify intent that will help you target keywords better.<\/p>\n\n\n\n<p>Here are the&nbsp;steps:<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Step 1. Align your content with the \u201cthree Cs of search intent\" data-section=\"3cs-search-intent\">\n\n\n\n<h3 class=\"wp-block-heading\">Step 1. Align your content with the \u201cthree Cs of search intent\u201d<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>For starters, you need to identify the three Cs of search intent for your target <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/keywords\">keyword<\/a> and make sure your content is aligned with that. The three Cs&nbsp;are:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>C<\/strong>ontent type<\/li>\n\n\n\n<li><strong>C<\/strong>ontent format<\/li>\n\n\n\n<li><strong>C<\/strong>ontent angle<\/li>\n<\/ol>\n\n\n\n<p>The idea here is that when creating content for search intent, it makes the most sense to follow the crowd. For instance, if most of the top pages are how-to guides, create a how-to guide. Of course, that doesn\u2019t mean you have to copy them entirely.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s run through this process in more detail.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">1. Content type&nbsp;<\/h4>\n\n\n\n<p>This refers to the dominant \u201ctype\u201d of content in the search results and is usually one of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog post<\/li>\n\n\n\n<li>Video<\/li>\n\n\n\n<li>Product page<\/li>\n\n\n\n<li>Category page<\/li>\n\n\n\n<li>Landing page<\/li>\n<\/ul>\n\n\n\n<p>For example, take a look at the top search results for \u201cbest air fryer\u201d in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>. Just by looking at the titles, we can see that the dominating content type is a blog&nbsp;post.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1068\" height=\"862\" class=\"wp-image-164407\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-2.png\" alt=\"Dominating content type for &quot;best air fryer&quot; query\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-2.png 1068w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-2-527x425.png 527w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-2-768x620.png 768w\" sizes=\"auto, (max-width: 1068px) 100vw, 1068px\"><\/figure>\n\n\n\n<p>This means searchers don\u2019t expect to see pages where air fryer manufacturers explain why their product is the best. They want the opinion of someone who has tested different options available on the market before they make the purchase.&nbsp;<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Pro tip<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Another way of determining dominating search intent is identifying the one with the most traffic share. You can do that automatically using the <strong>Identify intents<\/strong> feature (powered by AI) in Ahrefs\u2019 Keywords Explorer.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1239\" class=\"wp-image-175930\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ai-search-intent-ahrefs-scaled.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ai-search-intent-ahrefs-scaled.jpg 2560w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ai-search-intent-ahrefs-680x329.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ai-search-intent-ahrefs-768x372.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ai-search-intent-ahrefs-1536x743.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ai-search-intent-ahrefs-2048x991.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\"><\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/keywords-for-blog\/\">How to Target Keywords With Blog Posts (&amp; Get More Search Traffic)<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">2. Content format&nbsp;<\/h4>\n\n\n\n<p>This refers to the dominant \u201cformat\u201d of the top-ranking pages. Typically, content format applies to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-format-a-blog-post\/\">blog posts<\/a>.&nbsp;<\/p>\n\n\n\n<p>Some common formats include these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cHow-to\u201d guides<\/li>\n\n\n\n<li>Step-by-step tutorials<\/li>\n\n\n\n<li>List posts<\/li>\n\n\n\n<li>Opinion pieces<\/li>\n\n\n\n<li>Reviews<\/li>\n\n\n\n<li>Comparisons<\/li>\n<\/ul>\n\n\n\n<p>In our example of \u201cbest air fryer,\u201d the dominating content format is <a href=\"https:\/\/ahrefs.com\/blog\/listicle\/\">list post<\/a>\u2014look at the titles:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1068\" height=\"862\" class=\"wp-image-164409\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-2.png\" alt=\"Dominating content format for &quot;best air fryer&quot; query\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-2.png 1068w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-2-527x425.png 527w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-2-768x620.png 768w\" sizes=\"auto, (max-width: 1068px) 100vw, 1068px\"><\/figure>\n\n\n\n<p>This means searchers want a list of recommendations, not just a single recommendation or a single product review.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. Content angle&nbsp;<\/h4>\n\n\n\n<p>The content angle refers to the specific focus or unique selling point that makes top-ranking posts and pages stand out. It shows what searchers find valuable when they make a particular search.<\/p>\n\n\n\n<p>For example, when people search for \u201cbest air fryer,\u201d the term \u201c2023\u201d often appears in the top-ranking titles. This indicates that searchers are looking for the most current recommendations. They want information on the best products available this year because new air fryers are constantly being released.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1068\" height=\"862\" class=\"wp-image-164411\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-2.png\" alt=\"Dominating content angle for &quot;best air fryer&quot; query\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-2.png 1068w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-2-527x425.png 527w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-2-768x620.png 768w\" sizes=\"auto, (max-width: 1068px) 100vw, 1068px\"><\/figure>\n\n\n\n<p>So, the dominating content angle for the \u201cbest air fryer\u201d query is having up-to-date recommendations, which meets the searchers\u2019 desire for the latest and best options.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Step 2. Find subtopics to cover in your content\" data-section=\"find-subtopics\">\n\n\n\n<h3 class=\"wp-block-heading\">Step 2. Find subtopics to cover in your content&nbsp;<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>To satisfy user search intent, you need to cover your topic in full. Including subtopics that searchers may expect is a great way to do&nbsp;that.<\/p>\n\n\n\n<p>Below are three ways to find key subtopics.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">1. Visit the top-ranking pages<\/h4>\n\n\n\n<p>Commonalities among top-ranking pages can give you clues on what searchers expect to see for any given&nbsp;topic.<\/p>\n\n\n\n<p>For example, by visiting some top-ranking blog posts for \u201cbest air fryer,\u201d we see they recommend the best products in their respective categories.&nbsp;<\/p>\n\n\n\n<p>One of the common categories is a small air fryer ideal for one person.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1272\" height=\"534\" class=\"wp-image-164413\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-1.png\" alt=\"Common subtopic in product reviews\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-1.png 1272w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-1-680x285.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-1-768x322.png 768w\" sizes=\"auto, (max-width: 1272px) 100vw, 1272px\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"960\" class=\"wp-image-164415\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-4.jpg\" alt=\"Common subtopic in product reviews\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-4.jpg 1280w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-4-567x425.jpg 567w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-4-768x576.jpg 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><\/figure>\n\n\n\n<p>The presence of different product categories is a hint that people may have different needs when it comes to this type of product. Therefore, it\u2019s probably a good idea to include similar product categories in the content.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Run a content gap analysis at the page&nbsp;level<\/h4>\n\n\n\n<p>A <a href=\"https:\/\/ahrefs.com\/blog\/content-gap-analysis\/\">content gap analysis<\/a> is an easier, automated way of finding common subtopics and key points. It works by listing common keyword rankings for the analyzed pages.&nbsp;<\/p>\n\n\n\n<p>For example, let\u2019s do a content gap analysis for the keyword \u201cbest air fryer\u201d in Ahrefs. To do this, we need to plug in the keyword in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> and open a few top-ranking pages with the same intent in the <a href=\"https:\/\/ahrefs.com\/content-gap\">Content Gap<\/a> report.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1048\" height=\"728\" class=\"wp-image-164416\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-1.png\" alt=\"&quot;Open in Content gap&quot; feature, via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-1.png 1048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-1-612x425.png 612w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-1-768x533.png 768w\" sizes=\"auto, (max-width: 1048px) 100vw, 1048px\"><\/figure>\n\n\n\n<p>We\u2019ll see a list of common search queries. Some of them will likely make great subheadings or points for our page. Here\u2019s an excerpt from the content gap analysis:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"464\" height=\"582\" class=\"wp-image-164417\" style=\"width: 348px; height: 437px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image2-1.png\" alt=\"List of keywords from content gap analysis, via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image2-1.png 464w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image2-1-339x425.png 339w\" sizes=\"auto, (max-width: 464px) 100vw, 464px\"><\/figure>\n\n\n\n<p>So in a list post of best air fryers, some of the things you may want to include are&nbsp;these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Best budget option<\/li>\n\n\n\n<li>Best option based on capacity (small\/large, quart capacity)<\/li>\n\n\n\n<li>Best smart air&nbsp;fryer&nbsp;<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">3. Use Ahrefs\u2019 AI Content Helper<\/h4>\n\n\n\n<p>With <a href=\"https:\/\/ahrefs.com\/ai-content-helper\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/ai-content-helper\/\">Ahrefs\u2019 AI Content Helper<\/a>, you can streamline the process and fully automate it. It\u2019s a unique tool because it uses AI to find the main topics (instead of keywords) for your keyword based on the top-ranking pages. As you write, it rates your content in real time based on those topics.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1268\" class=\"wp-image-181317\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/ahrefs-ai-content-helper-scaled.jpg\" alt=\"Ahrefs' AI Content Helper \" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/ahrefs-ai-content-helper-scaled.jpg 2560w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/ahrefs-ai-content-helper-680x337.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/ahrefs-ai-content-helper-768x381.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/ahrefs-ai-content-helper-1536x761.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/ahrefs-ai-content-helper-2048x1015.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\"><\/figure>\n\n\n\n<p>You can use it both for entirely new articles or updating existing content.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2260\" height=\"858\" class=\"wp-image-181318\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optional.png\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optional.png 2260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optional-680x258.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optional-768x292.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optional-1536x583.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optional-2048x778.png 2048w\" sizes=\"auto, (max-width: 2260px) 100vw, 2260px\"><\/figure>\n\n\n\n<p>And since mixed SERPs happen quite often, the tool allows you to select the intent to optimize for.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2804\" height=\"716\" class=\"wp-image-181321\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optimize-by-intent.png\" alt=\"AI Content Helper lets you choose the intent the tool will use to optimize content. \" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optimize-by-intent.png 2804w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optimize-by-intent-680x174.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optimize-by-intent-768x196.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optimize-by-intent-1536x392.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/content-helper-optimize-by-intent-2048x523.png 2048w\" sizes=\"auto, (max-width: 2804px) 100vw, 2804px\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Pro Tip<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Some SEOs use search volatility as a proxy for determining the clarity of search intent.&nbsp;<\/p>\n\n\n\n<p>To assess search volatility, paste your keyword into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, then scroll down to the <strong>SERP position history graph<\/strong> and set the filters to \u201cTop 50\u201d and \u201clast 6 months.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"748\" class=\"wp-image-164419\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-1-1.jpg\" alt=\"SERP position history graph in Ahrefs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-1-1.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-1-1-680x254.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-1-1-768x287.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-1-1-1536x575.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Keywords with little or no fluctuation in rankings over time are a good choice since they have clear search intent\u2026&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"599\" class=\"wp-image-164420\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-1.png\" alt=\"Low SERP volatility for the keyword \u201chow to write a resume\u201d\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-1.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-1-680x204.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-1-768x230.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-1-1536x460.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Low SERP volatility for the keyword phrase \u201chow to write a resume.\u201d<\/figcaption>\n<\/figure>\n\n\n\n<p>\u2026 whereas keywords with lots of fluctuation in rankings seem to be less \u201creliable\u201d because the search intent changes frequently.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"569\" class=\"wp-image-164422\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-2.png\" alt=\"High SERP volatility for the keyword &quot;mercury&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-2-680x194.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-2-768x219.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-2-1536x437.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">High SERP volatility for the keyword \u201cmercury.\u201d<\/figcaption>\n<\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>Search intent is one of the most important <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">ranking factors<\/a>.&nbsp;<\/p>\n\n\n\n<p>Fail to give searchers what they want, and your chances of ranking are slim to&nbsp;none.<\/p>\n\n\n\n<p>We\u2019ve seen this time and time again with the content we publish here on the Ahrefs Blog.<\/p>\n\n\n\n<p>If you want to rank for the long term, understanding search intent is a&nbsp;must.<\/p>\n\n\n\n<p>Make it your mission to give searchers what they want and Google (and likely other search engines) will almost certainly reward you for doing&nbsp;so.<\/p>\n\n\n\n<p>Got questions or comments? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a> or <a href=\"https:\/\/seocommunity.social\/@mako\">Mastodon<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In this guide, you\u2019ll learn all you need to know about search intent and how to optimize your content to align with&nbsp;it.&nbsp; Google prioritizes relevance in search results. So if you want to rank in Google, your content must<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[328,413],"tags":[],"coauthors":[412,336],"class_list":["post-164397","post","type-post","status-publish","format-standard","hentry","category-keyword-research","category-on-page-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Search Intent in SEO: What It Is &amp; How to Optimize for It<\/title>\n<meta name=\"description\" content=\"Search intent is the reason behind a search query. To rank well, creating content that aligns with search intent is critical. Learn how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Search Intent in SEO: What It Is &amp; How to Optimize for It\" \/>\n<meta property=\"og:description\" content=\"Give searchers what they want.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/search-intent\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-11T05:07:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-17T16:12:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-1.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz, Joshua Hardwick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Give searchers what they want.\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"Search Intent in SEO: What It Is &amp; How to Optimize for&nbsp;It\",\"datePublished\":\"2023-08-11T05:07:30+00:00\",\"dateModified\":\"2024-10-17T16:12:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/\"},\"wordCount\":1569,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/search-intent-in-seo-what-it-by-mateusz-makosiewicz-keyword-research.jpg\",\"articleSection\":[\"Keyword Research\",\"On-Page SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/\",\"name\":\"Search Intent in SEO: What It Is &amp; How to Optimize for It\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/search-intent\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/image13-1.png\",\"datePublished\":\"2023-08-11T05:07:30+00:00\",\"dateModified\":\"2024-10-17T16:12:40+00:00\",\"description\":\"Search intent is the reason behind a search query. 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