Here’s something that might surprise you: businesses that match their content to what people are really searching for see 516% more website traffic. It’s not about using more keywords or writing longer posts. It’s about understanding what your customers actually want when they search on Google.
TL;DR:
Match your content to what people actually want when they search. There are 4 types of searches:
- People looking for information (80%)
- Comparing options
- Ready to buy
- Finding a specific website
Create helpful content for each type, use free tools like Google Search Console to track results, and focus on being genuinely useful rather than keyword-stuffing.
Businesses doing this see 400-500% more traffic. Read the article for details.
This is called “search intent,” and it’s the secret weapon that smart small businesses use to beat their bigger competitors online. Understanding search intent is just one part of a comprehensive SEO strategy – you’ll also want to ensure your on-page SEO fundamentals are solid. When you get this right, your website shows up higher in Google searches, and more importantly, the people who find you are actually interested in buying what you sell.
Think of it this way: if someone searches “how to fix a leaky faucet,” they want a DIY guide. But if they search “emergency plumber near me,” they want to hire someone right now. Same topic, totally different needs. Google knows this difference, and your content needs to match it.
What is search intent and why should you care?
Search intent is simply the reason behind why someone searches for something on Google. It’s not just about the words they type – it’s about what they’re really trying to accomplish.
Let’s say you own a bakery. When someone searches “chocolate cake recipe,” they want to bake at home. When they search “best birthday cakes downtown,” they’re shopping around. When they search “order birthday cake online,” they’re ready to buy. Same product, three completely different intentions.
Google’s job is to give people exactly what they’re looking for. According to Google’s own guidance, their algorithm tries to understand the context and meaning behind every search, not just match keywords. This is why having a strong SEO foundation matters more than ever.
This matters for your business because when your content perfectly matches what people are searching for, three great things happen:
- Google ranks your pages higher
- Visitors stay on your website longer
- More visitors become customers
Companies that focus on matching search intent report traffic increases from 214% to 557%, with better conversion rates because they’re attracting the right people at the right time.
The 4 types of searches your customers make
Every Google search falls into one of four categories. Understanding these helps you create the right content for each situation.
People looking for information (80% of all searches) These folks want to learn something. They’re not ready to buy yet, but they’re building trust with businesses that help them. Examples: “how to choose a dentist,” “what is digital marketing,” “best practices for small business accounting.”
People comparing their options They know they need something and are shopping around. They’re close to making a decision and want to compare different choices. Examples: “best CPA vs bookkeeper,” “iPhone vs Samsung,” “top restaurants in Austin.”
People ready to buy or take action These searchers have their credit card ready or want to make contact right now. They’re past the research phase and ready to move forward. Examples: “buy QuickBooks online,” “schedule dentist appointment,” “hire wedding photographer.”
People looking for a specific website They know exactly where they want to go, they just need to get there. Examples: “Facebook login,” “Starbucks hours,” “your business name.”
According to SEMrush’s research, understanding these different types helps you create content that serves customers throughout their entire journey from first interest to final purchase.
How to write content for each type of search
For people seeking information Write helpful guides, how-to articles, and answers to common questions. Don’t try to sell anything – just be genuinely useful. Include clear headings that match how people actually ask questions.
Example: A local gym could write “How to Start Working Out When You’re Out of Shape” instead of “Why You Should Join Our Gym.” The helpful article builds trust. When readers are ready for a gym, they’ll remember who helped them.
For people comparing options Create honest comparison articles and buying guides. Yes, include your competitors – this builds trust because you’re being fair and helpful. Then naturally highlight what makes you different or better. Learn how to make your content more engaging with our tips on writing effective homepage copy.
Example: A digital marketing agency might write “5 Best Social Media Tools for Small Business” and include several options while explaining which ones they use and why.
For people ready to buy Make it super easy for them to take the next step. Your service pages, pricing, and contact information should be crystal clear. Include customer reviews and make sure people can easily get in touch or make a purchase.
Example: Instead of a generic “Contact Us” button, use specific language like “Get Your Free Quote Today” or “Book Your Consultation Now.”
For people looking for your business Make sure they can find your hours, location, phone number, and services easily. Optimize your Google Business Profile and make sure your website loads fast and works well on phones. If you’re a local business, our local SEO guide can help you dominate local search results.
Simple ways to figure out what people really want
The easiest way to understand search intent is to Google the keywords you want to rank for and look at what shows up. If you see mostly blog posts and guides, people are looking for information. If you see product pages and pricing, they’re ready to buy.
Free tools that help right away:
- Google Search Console shows what people are already searching for to find your website
- Google Analytics shows which content leads to actual customers
- Answer The Public reveals the questions people ask about your topic
For deeper insights, affordable tools include:
- Ubersuggest ($29/month) for keyword research
- SE Ranking ($44/month) for local SEO tracking
Track these simple metrics to see if your search intent strategy is working:
- More visitors from Google each month
- People spending more time on your website
- More contact form submissions or phone calls
- Better Google rankings for your target keywords
Most businesses see 30-70% improvements in these areas within 3-6 months of focusing on search intent.
Your action plan to get started
Step 1: Look at what you already have: Use Google Search Console to see which keywords bring people to your website. Are you attracting information seekers, comparison shoppers, or ready-to-buy customers?
Step 2: Start with helpful content: Most businesses should begin with informational content because it’s easier to create and builds long-term trust. Answer the questions your customers ask you most often.
Step 3: Create comparison content: Once you have helpful guides, write honest comparisons that include your competitors. This positions you as trustworthy while highlighting your strengths.
Step 4: Optimize your sales pages: Make sure your service pages and contact information match how people search when they’re ready to buy from someone like you. Don’t forget about technical elements that support great content – things like internal linking strategies can significantly boost your search rankings.
Remember: This isn’t a one-time project. Customer behavior changes, new competitors appear, and Google keeps updating how it works. The businesses that win long-term are those that consistently focus on being helpful to their customers rather than trying to trick Google.
The bottom line
Matching your content to search intent isn’t about complicated SEO tricks or expensive tools. It’s about understanding your customers and giving them exactly what they’re looking for when they find you online.
Start simple: pick one type of search intent, create great content for it, and measure your results. The businesses seeing 400-500% traffic growth aren’t doing anything magical – they’re just systematically creating content that serves their customers better than anyone else.
Your potential customers are already searching for solutions to their problems. The question is: will they find you providing the most helpful answers? If you need help implementing these strategies or want a professional assessment of your current SEO performance, consider getting a professional SEO consultation to accelerate your results.
My sources:
- How Google Search Works
- SEMrush Search Intent Guide
- Intent-Based Marketing Case Studies
- Search Engine Land Guide
- Yoast SEO Beginners Guide
