The Search Intent in SEO: 8 Steps to Know What People Want to Find

The search intent in SEO is what people wanted to find when they typed search terms into a search engine. Equally important to identifying search terms (or Queries or Keywords) in SEO, is to understand the search intent behind them. Understanding and catering for the search intent will get your page in the top ranking in the long run. Therefore, you want to understand the reason why people actually conduct a search on a search engine like Google. It will help you create a high-quality page, which people are happy with. The problem is, in contrast to the search term, there is no data available for the search intent. Obviously because you can’t read people's minds. The good news is, there are ways to reconstruct it.

8 Steps to Understand the Search Intent Using the Example of Whale Watching in Madeira

When it comes to SEO, one of the most crucial aspects is to understand the search intent behind the search terms (or keywords) you're targeting. Let's dive into a step-by-step guide on how to uncover search intent, using the example of "whale watching Madeira."

1. Conduct a Google Search

To begin, conduct a Google search for your target search term, in this case, "whale watching Madeira." Take a look at the results to gain insights into what information is important to people searching with this query.

In our case, a search for "whale watching Madeira" reveals articles with general information, such as how a whale-watching tour takes place, the best time to go, booking options, and the types of whales you can expect to see. This initial research indicates that people are interested in gathering detailed information about whale watching in Madeira.

2. Analyze the Top Ranking Pages

The top-ranking pages for your chosen keyword are currently performing well in terms of fulfilling the search intent. Analyze these pages to understand what kind of information they provide, especially at the beginning of their content.

In our example, the top-ranking pages offer extensive information about whale watching in Madeira, answering key questions that potential visitors might have. This information includes:

• A detailed description of the whale watching tour experience.
• Insights into the optimal timing for whale watching in Madeira.
• Information on where and how to book whale watching tours.
• An overview of the types of whales that can be observed.
• Additional pertinent details and related topics.

From this analysis, it's evident that the search intent revolves around getting comprehensive information to plan a whale watching adventure in Madeira.

3. Check the "People Also Ask" Section

The "People Also Ask" section in Google search results often contains questions related to the search intent. These questions provide valuable insights into what people want to know about the topic.

In the case of "whale watching Madeira," questions like this come up: 

• "What is the optimal period for observing whales in Madeira?"
• "Is the experience of whale watching in Madeira truly worthwhile?"
• "Is there an ideal time of day for whale watching in Madeira - morning or afternoon?"
• "When is the most suitable time for engaging in whale watching?"

They suggest that searchers are looking for recommendations and guidance on the best times and experiences for whale watching in the region.

4. Check Google Autocomplete and Related Searches

Google Autocomplete and the "Related Searches" section offer additional hints about what is important to the search intent. These features suggest popular search terms and related topics that users are interested in.

For our example, Autocomplete provides information about specific locations (Funchal and Calheta), the best ways to view whales, ideal months for whale watching (November, April, …), and the possibility of catamaran tours. This data implies that searchers want to know where they can go whale watching, what methods are best, when it's optimal, and the available tour options.

5. Check Bard

Google's AI Bard is like having a smart assistant that helps you figure out what people are looking for. You can simply insert the search term as a prompt and see which information comes up. If your curiosity persists, you have the possibility to ask additional questions. For instance, in our search for "whale watching Madeira," Bard efficiently outlines the critical points of interest for people:

• When to go
• Where to go
• What to expect
• What to bring
• Popular providers of tours

It's like having all the answers in one place, already put together in a clear, easy-to-understand way. Bard makes it simple to see what's most important to people searching for this information, which is handy when you want to create content that answers all of those questions without making users dig for it.

6. Collect Your Findings and Structure Them

Gather all the terms and topics you've discovered throughout this research. Make a list, count how often each term or piece of information appeared, and give a quality score to the more prominent details.

In our example, the following terms and topics appear relevant:

1. "Is the endeavor of whale-watching in Madeira a rewarding experience, and which magnificent whale species can one encounter?"
2. "What is the best time to embark on this adventure?"
3. "Where are the recommended locations to go on a whale watching trip?"
4. "Which whale-watching tours come highly recommended for an unforgettable experience?"

7. Rank Your Findings

Ranking your findings is a crucial step in understanding and addressing search intent effectively. After organizing the information you've gathered, paying special attention to the pieces of information that appear most frequently and are showcased prominently on the search result page and top-ranking pages.

The idea here is to prioritize the information that is most in demand by searchers. By placing this essential information at the top of your ranking, you ensure that your content immediately addresses the primary concerns and questions of your audience. As you work your way down the ranking, you can include less frequently mentioned details, providing a comprehensive resource that caters to varying levels of curiosity and interest. This hierarchy ensures that your content aligns with the search intent, enhancing user satisfaction and potentially boosting your search rankings.

8. Use Your Findings on the Search Intent

Now that you've gained a comprehensive understanding of the search intent, it's time to create content that caters to it. Begin with the most critical terms and information and work your way down the list. You may choose to omit less important information to maintain a reader-friendly experience.

In the case of whale watching in Madeira, you can create a web page that covers the topics outlined in step 5, addressing key questions and concerns related to the search intent. By doing so, you'll provide a valuable resource that fulfills the search intent better than other pages, enhancing your chances of ranking higher in search results.

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Next up: SEO Keyword Research: 8 Steps to Identify & Improve Targeted Phrases for SEO

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