Google Intent Formula

The intent formula in Google keyword research is essential for understanding the user's intent behind their search queries. It helps you target keywords that align with what users are genuinely looking for and create content that satisfies their needs. When analyzing keywords, they are typically categorized based on the type of search intent—what the user is trying to achieve through their search.

Let’s break down the intent formula using the example of "running shoes" to show how this can be applied in keyword research.

1. Informational Intent:

• Goal: The user is seeking general information or answers to a question.

• Example: "Best types of running shoes for beginners" or "How to choose running shoes."

• Content to create: Informative blog posts, how-to guides, and educational articles that explain how to pick the best running shoes for different types of runners or terrains.

In this case, the user isn’t necessarily looking to buy right away; they are gathering information to make an informed decision later. Providing detailed, helpful content that educates users will improve your chances of capturing their interest at an early stage.

2. Navigational Intent:

• Goal: The user is searching for a specific website, brand, or page.

• Example: "Nike running shoes website" or "Adidas running shoes official site."

• Content to create: Optimize for brand-specific keywords by ensuring your website is easily accessible and that users find it when searching for your brand or products.

Here, the user already knows the brand they want and is looking for a way to get directly to the brand's website. For businesses, optimizing your site’s SEO for navigational intent keywords ensures that searchers reach you easily when they look for your brand.

3. Transactional Intent:

• Goal: The user is ready to take action, such as making a purchase or signing up for something.

• Example: "Buy running shoes online" or "Discount running shoes."

• Content to create: Product pages, landing pages, or sales-oriented content that directly facilitates purchasing the item.

In this case, the user is actively looking to make a purchase. Your content should be designed to help them quickly find and buy the product they want. Providing clear product descriptions, price comparisons, and calls-to-action on your pages will help convert these visitors into customers.

4. Commercial Investigation:

• Goal: The user is researching their options and comparing products before making a decision.

• Example: "Nike vs Adidas running shoes comparison" or "Best running shoes for marathon training."

• Content to create: Comparison articles, in-depth reviews, product guides, or user testimonials to help them compare different options.

Users in this stage are considering their options and haven’t yet decided what to buy. Your goal is to provide them with the information they need to make a decision. Offering detailed comparisons, product reviews, or guides will help them choose your product or service.

Applying the Intent Formula:

When conducting keyword research, start by:

• Identifying keywords: Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords.

• Determining the intent: Analyze each keyword and determine which of the four intent categories it falls into.

• Creating aligned content: Based on the intent, create content that meets the user’s needs—whether it’s informational, navigational, transactional, or commercial investigation.

Example:

If you discover the keyword "buy running shoes online", the intent is transactional, which means the user is ready to purchase. To capitalize on this, you should optimize your product pages, ensuring they are well-designed, easy to navigate, and have clear calls to action. Providing fast-loading, mobile-friendly eCommerce pages can significantly increase conversion rates for users with transactional intent.

By understanding and applying the intent formula, you can better target the right audience at different stages of their buying journey. This not only helps improve your search engine rankings but also drives relevant, high-quality traffic to your website, resulting in increased conversions and customer satisfaction.