What Is Search Intent And Why Is It Important?

The reason this is important is that it will be complicated to rank for your chosen keyword if your content doesn’t meet the search intent for that keyword.

This is one of the biggest mistakes in trying to rank!

Google often changes the search results for a keyword based on what they think the correct search intent is and often displays more informational-type pages vs. transactional pages. For example, in the past, if someone searched for a health supplement, Google might have seen the search intent as “transactional,” meaning people wanted to buy the product and therefore displayed product pages. It was easy for a brand that sold health supplements to rank its product pages for that keyword. But then Google changed the keyword intent to “informational,” and now only articles about the supplement are ranking. It would be challenging for a brand to rank a product page there. Even though it’s the same keyword, because Google now sees the search intent differently, you’ll need to create a different type of content. This is a prevalent scenario and why creating long-form content around your products or services gives you a higher chance of ranking versus trying to rank your product or service pages.