Understanding user intent: how to use SEO to target the right audience for your brand

Over the past 20 years, digital marketing has transformed from a numbers game to a precision strategy. A big part of this change comes down to how well search engines are able to determine, understand and monitor what a user is looking for when they search online.

This is where user intent comes in.

Gone are the days when simply ranking for keywords was enough. Today, successful digital strategies are built on a deeper understanding of why people search, what they truly want, and how to connect with them at the most opportune moment. Search engines have evolved into sophisticated interpretation machines, going far beyond simple keyword matching. They now decode the complex motivations behind every query, understanding context, emotion, and specific user needs. This evolution demands that brands do more than just create copy – they must craft user-focused content and experiences that genuinely answer user questions and solve real problems.

So what does this all mean? In this guide we outline what user intent actually means and explain how, with the right knowledge and approach, your brand’s SEO strategy can be shaped by intent information.

What is user intent?

Well, put simply, user intent is the bridge between your brand’s digital presence and your audience’s most pressing needs. It’s about anticipating desires, addressing pain points, and providing value before a user even realises they need it.

As a brand, you should think of search engines as matchmakers. Their job isn’t just to throw a bunch of links at users, but to connect them with the most relevant, helpful content possible. And that’s where understanding user intent becomes your superpower. By mastering user intent, you transform your SEO practises from a technical exercise into a powerful connection strategy that speaks directly to your ideal customers.

Types of user intent​

Of course, user intent isn’t a one-size-fits-all concept. Rather it’s a spectrum of motivations that can be categorised into distinct types. These categories can help brands and marketers alike better understand the underlying purpose of a search query, ranging from purely informational to highly transactional. Subsequently, by having a better understanding of these different types of intent, you can start to customise and target content and pages accordingly to ensure they are appealing to the correct target audiences.

Although there are hundreds of different user intent models – each that categorise slightly differently – as a rule, there are five core types most commonly used. These are:

Informational intent

Informational intent represents the most fundamental human drive: the hunger for knowledge. These users aren’t just casually browsing – they’re on a mission to understand, learn, and solve problems. They’re the researchers, the curious minds, and the lifelong learners who turn to search engines as their primary educational resource.

Unlike other intent types, informational searchers are typically not looking to make an immediate purchase. Their primary goal is gathering insights, understanding complex topics, or finding solutions to specific challenges. These could be professionals seeking industry insights, students researching academic topics, or individuals trying to solve a practical problem. Their searches are typically phrased as questions or broad learning opportunities, such as:

• Comprehensive how-to guides
• Detailed explanations of complex topics
• Industry insights and trends
• Educational content that breaks down complicated concepts

Example searches include:

• “How do solar panels generate electricity?”
• “What is email marketing and how does it work?”
• “Steps to start a successful small business”
• “Digital marketing trends for 2025”

Navigational intent

Navigational intent is the digital equivalent of asking for directions. These users know exactly where they want to go – they just need the fastest, most direct route. Unlike other search intents, navigational queries are hyper-specific, typically involving a brand name or exact digital destination.

These searchers have already made a decision about where they want to end up. They’re not exploring options or comparing alternatives; they’re looking for the most efficient path to a specific online location. This could be accessing a company’s support portal, finding a specific social media profile, or logging into an online service. They’re using search engines as a quick navigation tool, typically looking for:

• Specific brand websites
• Company social media profiles
• Customer support portals
• Login pages

Typical searches include:

• “Click Consult LinkedIn”
• “Spotify official website”
• “Google Analytics login”
• “Facebook help center”

Transactional intent

Transactional intent represents the sharp end of the marketing spear – users who are not just ready to buy, but actively seeking to complete a purchase. These are the most valuable searchers from a commercial perspective, representing a direct line between search query and potential revenue.

Unlike other intent types, transactional searchers have moved beyond research and comparison. They’ve made their decision and are now focused on the mechanics of purchasing. Their queries are typically precise, often including specific purchase-related language that signals their readiness to convert.

• Characteristics of transactional searches:
• Direct buying signals
• Price comparisons
• Specific product or service requests
• Purchase-ready language

Example searches:

• “Buy iPhone 13 online with best discount”
• “Affordable digital marketing services”
• “Cheapest web hosting for small businesses”
• “Marketing agency packages pricing”

Commercial investigation

Commercial investigation intent sits in a fascinating middle ground between research and purchase. These users are in the critical consideration phase – they’re not ready to buy, but they’re actively preparing to make a decision. Think of them as digital window shoppers, carefully examining products and services before committing.

Unlike purely informational searches, commercial investigation queries have a clear purchasing potential. Users are systematically evaluating options, weighing pros and cons, and gathering the intelligence they need to make an informed decision. They’re sophisticated consumers who value transparency, detailed information, and comprehensive comparisons.

Search characteristics:

• Comparison-focused queries
• Review-oriented searches
• In-depth analysis requests
• Feature and price comparisons

Example searches:

• “Best project management tools 2025”
• “Top digital marketing agencies reviews”
• “Compare email marketing platforms”
• “Pros and cons of enterprise SEO solutions”

Local intent

Local intent represents the intersection of digital search and physical location – a powerful intent type that bridges online discovery with real-world action. These users are looking for immediate, geographically specific solutions to their needs, representing a critical moment in the customer journey.

More than just a search, local intent queries reflect immediate needs and often imminent actions. Whether someone is looking for a nearby restaurant, emergency service, or local business, these searches indicate a high likelihood of converting from online search to offline interaction.

Typical searches:

• “Digital marketing agency in the North West”
• “Coffee shops open now near me”
• “Best restaurants in Liverpool”
• “Emergency plumbers in my area”

How to take advantage of intent information for SEO performance

Leveraging user intent requires a strategic, multi-faceted approach. Start by conducting deep keyword research that goes beyond search volume, analysing the context and emotional triggers behind each query. Develop a comprehensive content strategy that maps specific content to different intent types, ensuring you’re providing exactly what users are seeking.

User experience is paramount. Design your website with intuitive navigation that guides users seamlessly through their journey, reducing friction and making information easy to find, and implement continuous performance analysis, using advanced analytics to track user behaviour and adapt your strategies in real-time.

The key is personalisation. Create tailored conversion paths that speak directly to users’ specific needs, with intent-specific calls-to-action and carefully crafted content that anticipates and addresses their exact motivations. By treating SEO as a conversation rather than a technical checklist, you’ll transform how your audience discovers and engages with your brand.

Dave speaking at Brighton SEO

To find out more about how to take advantage of intent information for SEO performance for your brand, get in touch today.