Tammivaara Digital Marketing

When someone types a word or a sentence into Google, they are trying to do something. Maybe they want to buy something, learn something, or find a specific website.

This reason behind their search is called search intent.

If you want your website to show up in Google results, you need to understand what people are really looking for — not just the words they type.

Why is search intent important in SEO?

Let’s say someone searches for “best budget laptops.”
Do they want to buy a laptop right now?
Not yet. They want to read and compare first.

But if someone searches for “buy Lenovo IdeaPad 3,” they probably already made a decision and they are ready to buy.

If your content doesn’t match their intent, Google won’t rank it well — even if you use the right keywords.

The 4 main types of search intent

1. Informational – “I want to learn”

These searches are questions or topics people want to know more about.
Examples:

• “how to make pancakes”
• “what is SEO”
• “weather in Helsinki”

Best content for informational search intent: blog posts, tutorials, videos

2. Navigational – “I want to go somewhere (online)”

These people are looking for a specific website or page.

Examples:

• “Facebook login”
• “Nike Finland”
• “Ahrefs keyword tool”

Best content for navigational search intent: make sure your site shows up when people search for your brand

3. Commercial – “I want to compare before I buy”

The user is thinking about buying something but wants to check their options.

Examples:

• “best phone under 500 euros”
• “Ahrefs vs SEMrush”
• “review of Grammarly”

Best content for commercial search intent: comparisons, list posts, reviews

4. Transactional – “I want to buy”

These are people who are ready to take action — buy, sign up, book.

Examples:

• “buy iPhone 13 online”
• “get Grammarly Premium”
• “cheap flights to Spain”

Best content for transactional search intent: product pages, landing pages, clear call to action

How to use search intent in SEO

When you pick a keyword, stop and ask yourself: What is the person really trying to do?

Then:

• Choose the right content format (blog, product page, landing page)
• Use the right words in your titles and meta descriptions
• Give the answer or solution they are looking for — clearly and quickly

Google is smart. It wants to give people exactly what they need.
So if your page fits the search intent, it has a better chance to rank.

Final Tip for Leveraging Search Intent in SEO

Before writing anything, Google your keyword.
Look at the top results. Are they blog posts? Product pages? Videos?
That’s the search intent. Match it — and your SEO will improve.

If you want help creating Finnish content that matches search intent and ranks well in Google, check out my Finnish SEO services here.