5 Reasons Your SEO Strategy Needs to Focus on User Intent


5 Reasons Your SEO Strategy Needs to Focus on User Intent

We’ve been conditioned to worship keywords as king, so much so that we sometimes forget to think about user intent when creating our content.

Yes, users’ search queries matter, but there is so much to be said about the information that these users are really looking for when they enter keywords into a search bar.

Consequently, if we want our content and search engine optimization strategies to be competitive, we have no choice but to think about the implications of seemingly simple keywords. That said, follow along as we give you 5 reasons to focus on user intent.

Search Engines Are Looking For More Than Keywords

Out of every single reason on this list, this one has to be the most emphasized one on the entirety of the net, and for good reason.

Bluntly stated, too many content creators too often forget that they are playing by someone else’s rules, “someone else” being a huge company which goes by the name of “Google.”

Among other search engines.

And when Google decides that it’s looking for a certain type of content (i.e. content that users are actually looking for), that’s the type of content that marketers need to prioritize.

Your Visitors Are Looking For More Than Keywords

If content creators are playing by Google’s rules, Google is certainly playing by users’ rules.

Not that this should come as a surprise.

At the end of the day, Google is a business, and businesses want to please their customers. As it turns out, the best way for Google to please its customers is for Google to help users find the content they’re looking for, regardless of which keywords they happen to put into the search bar.

So what kind of content are users looking for? Pretty high-quality stuff.

User Intent Helps You Optimize Your Keywords

Okay. We did just say that search engines such as Google care more about quality content than they do keywords.

But you still need to optimize your keywords, and understanding your users’ intent will help you do just that.

Simply stated, if you know something about your users’ intent, you’ll be able to better predict the other keywords you should target in your content. Your content will, as a result, become much more useful to your site’s visitors.

It Also Helps You Optimize Your Website

Keywords aside, you can successfully revamp your entire website if you take user intent into consideration.

For instance, certain keywords will alert you to which types of content you should be generating (e.g. video content, charts, etc.).

Of course, producing other types of content is not without cost, so you’ll definitely want to find ways to cut costs as you optimize your site.

You Can Find Out More About User Demographics

You’ll always need to know whom you’re marketing to, and using user intent to find out more about this audience is more than ideal.

Consider, for instance, what goes through the mind of someone who types “natural hair” into Google’s search bar. At first glance, you would probably think that this query was popular amongst women.

Unfortunately, though, you would only be half-right.

Yes, the query would be popular amongst women, but studying users’ intent would reveal that the phrase “natural hair” is thought to be synonymous with “black (African-American) hair” and “afro-textured hair” by many of the women who are conducting these searches.

Now think about how incredibly powerful that type of analysis is; not only did you find several other keywords to target, but you also narrowed down your target demographic, which will eventually allow you to market other services to that demographic in the future.


Despite all of these great reasons to take your users’ intent into consideration, we have to admit that collecting this data isn’t always easy.

That is to say, you’re obviously going to have work up a bit of a sweat in order to get some of the information you need.

Even so, if you manage to get your paws on the data you seek, you won’t ever regret the effects the data will have on your SEO strategies.