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An Overview & How to Identify It</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-tAExr fmuaNe"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/aleksandra-beka-jovicic/">Aleksandra Beka Jovicic</a></p><span data-test="date">Nov 18, 2024</span><span data-test="time-to-read">7 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-kmQMED bIpvUx" href="/blog/user/205718513/">Christine Skopec</a>, <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-kmQMED bIpvUx" href="/blog/user/217785329/">Simon Fogg</a>, and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-kmQMED bIpvUx" href="/blog/user/203169745/">Selina Scheumann</a></span></div><div class="sc-gKclnd jomabB sc-iWVNaa jYLSBq"><img src="https://static.semrush.com/blog/uploads/media/01/e4/01e472b29d654ea0528d459faeb39776/3analyze-search-intent-instantly.svg" alt="Keyword Intent" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-jivBlf dFtTfX"><div class="sc-hkgtus eca-DqT"><button class="sc-bSqaIl dGdVyI">Table of contents</button><button class="sc-bSqaIl dGdVyI"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-jvvksu bXa-DNQ" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" shape-rendering="geometricPrecision"></path></svg>Share</button></div></div><div data-test="intersection-container" class="sc-gKclnd htfCox"><div class="sc-JkixQ kfGQBM"><span data-test="top-left-share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="top-left-share-block" class="sc-gKclnd hcvUza"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-intent%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-intent%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22What+Is+Keyword+Intent%3F+An+Overview+%26+How+to+Identify+It%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-intent%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=What Is Keyword Intent? An Overview & How to Identify It%0D%0Ahttps://www.semrush.com/blog/keyword-intent/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-hZpJaK hsniSE"><p data-test="text-content" class="sc-kLwhqv deatxS sc-cHzqoD hUbgFH">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-iIUQWv kkggKZ"><article class="sc-gslxeA kOJWXl -table-of-content-show" data-test="article-body"><h2 id="what-is-keyword-intent">What Is Keyword Intent?</h2><p>Keyword intent (also known as search intent) is the reason why a user enters a specific term into a search engine.</p><p>For example, when someone searches “buy chia seeds,” the intent behind that search is probably to make a purchase.</p><p>But someone searching “what are chia seeds” probably just wants to learn more basic information about the chia seeds. </p><p>You can see this by entering the term into the <a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a> tool, which shows the intent type is informational.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e2/0d/e20d4e9de4fd030d9e6eff49aa727371/a1493625eac55be9934bb572ceb51e64/AD_4nXe3nBjWEOqPxBodLqKnX4B70k_tPIf0Usg64B6FB1d9Z5RWokaPefxD4W4wHzbC7jSNuW0uFKPXkmnCiDRkjFTSiO6nhiwS13ArLeBhdif97JwAspgJSMEE4ft_VKT7C9NvXvmNEQ.webp" type="image/webp"/><img alt="keyword intent highlighted" data-original="https://static.semrush.com/blog/uploads/media/e2/0d/e20d4e9de4fd030d9e6eff49aa727371/a1493625eac55be9934bb572ceb51e64/original" height="782" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e2/0d/e20d4e9de4fd030d9e6eff49aa727371/a1493625eac55be9934bb572ceb51e64/AD_4nXe3nBjWEOqPxBodLqKnX4B70k_tPIf0Usg64B6FB1d9Z5RWokaPefxD4W4wHzbC7jSNuW0uFKPXkmnCiDRkjFTSiO6nhiwS13ArLeBhdif97JwAspgJSMEE4ft_VKT7C9NvXvmNEQ" width="1010"/></picture></figure><p>Before we get into the different types of intent and how to determine a keyword’s intent, let’s talk about the importance of aligning with it.</p><h2 id="why-is-keyword-intent-important-in-seo">Why Is Keyword Intent Important in SEO?</h2><p>Understanding and adequately addressing keyword intent in your website content will <strong>increase your chances of ranking</strong> (appearing in search results) for the keywords you want to target.</p><p>This is because Google’s goal is to answer searchers’ queries as effectively as possible. So, it shows pages that it thinks will help users best find what they’re looking for.</p><p>Let’s use the same examples as above to illustrate.</p><p>Here’s what the results page looks like for “buy chia seeds”:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8c/2f/8c2f0bfa6810a0c686799f289af4960c/2aed3aa1e2987e1d6c9452c8a3b65bbf/AD_4nXfEVnse0U16WLzX8VhVoRMFtfBZdyNBQlI5MTdYzVE3elmth2FQ-aFy2SjuqaN4nGLCgjB2RMArJFi90MYzKOLa8vcXV74ZhWHcpszi0a-hprL7lYqieknhsHB4piU_AGle50IavQ.webp" type="image/webp"/><img alt="serp shows product results and organic results for products" data-original="https://static.semrush.com/blog/uploads/media/8c/2f/8c2f0bfa6810a0c686799f289af4960c/2aed3aa1e2987e1d6c9452c8a3b65bbf/original" height="1124" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8c/2f/8c2f0bfa6810a0c686799f289af4960c/2aed3aa1e2987e1d6c9452c8a3b65bbf/AD_4nXfEVnse0U16WLzX8VhVoRMFtfBZdyNBQlI5MTdYzVE3elmth2FQ-aFy2SjuqaN4nGLCgjB2RMArJFi90MYzKOLa8vcXV74ZhWHcpszi0a-hprL7lYqieknhsHB4piU_AGle50IavQ" width="1010"/></picture></figure><p>The results include a popular products carousel and standard listings that direct to product pages. Because Google knows searchers probably want to buy.</p><p>But someone searching for “what are chia seeds” will see something like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/48/ab/48ab418d718987c1c07ee5402a9973db/5afee0e7378aa31001969b023df3b639/AD_4nXfDDVU2zK9Iq1gWALzT0FA52n2nxusfwrYF3ebyPA6JVDkhvb3R63UtGXEu67_PqqIf9WB9GJcmHyLEZ675irm48fSqyCRO-m1IhWKfETCX5GHEYabwXblTLy6OO7UGmN-A_rneoA.webp" type="image/webp"/><img alt="serp labels show informational articles, people also ask serp feature, and knowledge panel including nutrition facts" data-original="https://static.semrush.com/blog/uploads/media/48/ab/48ab418d718987c1c07ee5402a9973db/5afee0e7378aa31001969b023df3b639/original" height="1254" loading="lazy" src="https://static.semrush.com/blog/uploads/media/48/ab/48ab418d718987c1c07ee5402a9973db/5afee0e7378aa31001969b023df3b639/AD_4nXfDDVU2zK9Iq1gWALzT0FA52n2nxusfwrYF3ebyPA6JVDkhvb3R63UtGXEu67_PqqIf9WB9GJcmHyLEZ675irm48fSqyCRO-m1IhWKfETCX5GHEYabwXblTLy6OO7UGmN-A_rneoA" width="1010"/></picture></figure><p>These results contain educational articles about chia seeds, a People Also Ask (PAA) section, and a <a href="https://www.semrush.com/blog/google-knowledge-panel/" style="text-decoration:none">knowledge panel</a> (a summary of information based on Google’s knowledge of the entity):</p><p>So, you have a good chance of ranking for “what are chia seeds” if you write a complete guide on what chia seeds are and their potential health benefits. But you probably won’t rank for “buy chia seeds.”</p><h2 id="4-types-of-keyword-intent">4 Types of Keyword Intent</h2><p>There are four main keyword intent types:</p><ul> <li style="list-style-type:disc">Navigational keyword intent</li> <li style="list-style-type:disc">Informational keyword intent</li> <li style="list-style-type:disc">Commercial keyword intent</li> <li style="list-style-type:disc">Transactional keyword intent</li></ul><p>And some keywords can have more than one intent type. </p><p>For example, the keyword “make coffee at home” is both <strong>informational </strong>and <strong>commercial</strong>,” which you can see in <a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a>.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/68/97/68977dc14387277681f149201e22a099/fd46cdd565718e7cc61afe85f96cc5de/AD_4nXeVM7XThwO1Lg6a7YAxYGfvYK9QsBXQUfIeByfBG9a0B2cUxVBYDUEik5KEQd8RYlJK-E-JFj1a_GI6Uy_SXykMNG1tq76bSrKlY22FIkVAAB1Miqi8qVgwLyPlL-nMp17H-lpc.webp" type="image/webp"/><img alt="keyword intent box highlighted" data-original="https://static.semrush.com/blog/uploads/media/68/97/68977dc14387277681f149201e22a099/fd46cdd565718e7cc61afe85f96cc5de/original" height="732" loading="lazy" src="https://static.semrush.com/blog/uploads/media/68/97/68977dc14387277681f149201e22a099/fd46cdd565718e7cc61afe85f96cc5de/AD_4nXeVM7XThwO1Lg6a7YAxYGfvYK9QsBXQUfIeByfBG9a0B2cUxVBYDUEik5KEQd8RYlJK-E-JFj1a_GI6Uy_SXykMNG1tq76bSrKlY22FIkVAAB1Miqi8qVgwLyPlL-nMp17H-lpc" width="1010"/></picture></figure><p>Let’s learn more about each of these keyword <a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">search intent</a> types.</p><h3 id="1--navigational-keyword-intent">1. Navigational Keyword Intent </h3><p>Navigational keywords are terms searchers use when they want to get to a specific page or website.</p><p>In these cases, users typically know exactly what they’re looking for.</p><p>Here are some examples of navigational keywords: </p><ul> <li style="list-style-type:disc">“facebook login”</li> <li style="list-style-type:disc">“amazon shipping policy”</li> <li style="list-style-type:disc">“mamas little bakery chicago address”</li> <li style="list-style-type:disc">“youtube”</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d4/f8/d4f8ebd4eb1b63e106712587299c2549/a60104b87ec4c843a4255db34803215d/AD_4nXePLjDEGef9QAucADylQonuFYzODdf6-bG7-mhm1Ca16nZB2vOLDlzt7OiQ1P0RZBkR6tnfUnarOM_aXVyC_tZfl9DB5nvsyiQnPGeLbKMLkBxYabVxxPhzUEs8eG_ySkyF8-s5.webp" type="image/webp"/><img alt="navigational keyword intent highlighted" data-original="https://static.semrush.com/blog/uploads/media/d4/f8/d4f8ebd4eb1b63e106712587299c2549/a60104b87ec4c843a4255db34803215d/original" height="736" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d4/f8/d4f8ebd4eb1b63e106712587299c2549/a60104b87ec4c843a4255db34803215d/AD_4nXePLjDEGef9QAucADylQonuFYzODdf6-bG7-mhm1Ca16nZB2vOLDlzt7OiQ1P0RZBkR6tnfUnarOM_aXVyC_tZfl9DB5nvsyiQnPGeLbKMLkBxYabVxxPhzUEs8eG_ySkyF8-s5" width="1010"/></picture></figure><p>In general, navigational keywords have low buyer intent. Meaning that the user probably isn’t planning to make a purchase.</p><p>But in some cases, they can support conversions that may lead to tangible business results later on.</p><p>For example, when someone searches for “mamas little bakery chicago address,” they’re probably trying to find the exact location of a local bakery.</p><p>Once they find the address, they might stop by in person to browse the selection. And they may end up making a purchase at that time. </p><p>One nice thing about navigational keywords is that they’re often a bit easier to rank for because they’re often branded terms. </p><h3 id="2--informational-keyword-intent">2. Informational Keyword Intent</h3><p>People search for informational keywords when they want to learn about something.</p><p>These keywords often come in the form of questions and start with:</p><ul> <li style="list-style-type:disc">“what is”</li> <li style="list-style-type:disc">“how to”</li> <li style="list-style-type:disc">“why is”</li> <li style="list-style-type:disc">“where is”</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/4b/d9/4bd908dee303a0c384724d148a982edd/fa1dc6cb447245fc5fa535accd7a1174/AD_4nXdioQ9uNJU-yQFYH4keKeqqhLCvELTibt2Ntrzs5bokGhp9iprBzHE3DsDsVD4C8-SOL18PBpETXYwNA_6D1yplOdpm-johQ7HeRbXyWOZTKmQrTC3ZDsldgdZ6eC_dawlms1UPbA.webp" type="image/webp"/><img alt="informational keyword intent highlighted" data-original="https://static.semrush.com/blog/uploads/media/4b/d9/4bd908dee303a0c384724d148a982edd/fa1dc6cb447245fc5fa535accd7a1174/original" height="736" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4b/d9/4bd908dee303a0c384724d148a982edd/fa1dc6cb447245fc5fa535accd7a1174/AD_4nXdioQ9uNJU-yQFYH4keKeqqhLCvELTibt2Ntrzs5bokGhp9iprBzHE3DsDsVD4C8-SOL18PBpETXYwNA_6D1yplOdpm-johQ7HeRbXyWOZTKmQrTC3ZDsldgdZ6eC_dawlms1UPbA" width="1010"/></picture></figure><p>But informational keywords don’t always have to be questions. They can also look like this:</p><ul> <li style="list-style-type:disc">“disavow backlinks”</li> <li style="list-style-type:disc">“maldives time now”</li> <li style="list-style-type:disc">“pasta bolognese recipe”</li></ul><p>Informational keywords also have low buyer intent.</p><p>But it’s still a good idea to target these keywords in how-to blog posts, informational videos, infographics, etc.</p><p>By creating high-quality informational content, you establish yourself as a trustworthy source of information for your target audience. Which means that they’ll likely come back to your website to learn more.</p><p>And when they’re ready to make a purchase, they’ll already be familiar with your brand and your website.</p><h3 id="3--commercial-keyword-intent">3. Commercial Keyword Intent</h3><p>People enter keywords with commercial intent into search engines when they’re doing research before making a purchase.</p><p>They’re not quite ready to buy because they need a little bit more information on the products or services they’re considering first. Which is why commercial keywords are often branded.</p><p>Here are some examples of branded commercial keywords:</p><ul> <li style="list-style-type:disc">“google analytics alternatives”</li> <li style="list-style-type:disc">“stans donuts reviews”</li> <li style="list-style-type:disc">“macbook pro vs macbook air”</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bd/e2/bde288b2e6822661bd02548b1430ec15/a711c9a6fe8968f04c64908da755f1f8/AD_4nXdOihyenxSsrog1AsV_XX2mWxGIwWVTfiIt2vr9Uz4qwdm5kPiur6ZTeLn4rrmNmTwM3ZEjha7GI2AjMYvYPblTN6U9Y_BjSnLHngO5GdDxJiZVuhPLjG9mbtIgxXaZTYCRKBY0.webp" type="image/webp"/><img alt="commercial keyword intent highlighted" data-original="https://static.semrush.com/blog/uploads/media/bd/e2/bde288b2e6822661bd02548b1430ec15/a711c9a6fe8968f04c64908da755f1f8/original" height="732" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bd/e2/bde288b2e6822661bd02548b1430ec15/a711c9a6fe8968f04c64908da755f1f8/AD_4nXdOihyenxSsrog1AsV_XX2mWxGIwWVTfiIt2vr9Uz4qwdm5kPiur6ZTeLn4rrmNmTwM3ZEjha7GI2AjMYvYPblTN6U9Y_BjSnLHngO5GdDxJiZVuhPLjG9mbtIgxXaZTYCRKBY0" width="1010"/></picture></figure><p>But they can also be unbranded like these:</p><ul> <li style="list-style-type:disc">“custom birthday cakes”</li> <li style="list-style-type:disc">“wedding dresses”</li> <li style="list-style-type:disc">“best running shoes”</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/84/ee/84ee8a10c0487975b7de18a7df718641/262da8858835319132f736c3ea64c375/AD_4nXfzEFf_p08pkflHe5_p5FKr9UkWwLIIOMFnmrpXJBwdk7PZbSdsHp9g3dqLod4fHs6qaDjKh8SjGPO9ydW6YKJpWxp7rhz6G03VOuFXGgDGcVPzl0xV40jMtVYi5qPEseO8TfAM.webp" type="image/webp"/><img alt="commercial keyword intent highlighted for unbranded keyword" data-original="https://static.semrush.com/blog/uploads/media/84/ee/84ee8a10c0487975b7de18a7df718641/262da8858835319132f736c3ea64c375/original" height="773" loading="lazy" src="https://static.semrush.com/blog/uploads/media/84/ee/84ee8a10c0487975b7de18a7df718641/262da8858835319132f736c3ea64c375/AD_4nXfzEFf_p08pkflHe5_p5FKr9UkWwLIIOMFnmrpXJBwdk7PZbSdsHp9g3dqLod4fHs6qaDjKh8SjGPO9ydW6YKJpWxp7rhz6G03VOuFXGgDGcVPzl0xV40jMtVYi5qPEseO8TfAM" width="1010"/></picture></figure><p>As you can see, commercial keywords often focus on comparing specific products, services, or brands. Or finding first-hand insight.</p><p>Commercial keywords have relatively high buyer intent. Which means there’s a higher chance that the user will make a purchase.</p><p>You can target commercial keywords with product/service landing pages, comparison articles, and pages that feature testimonials and reviews.</p><h3 id="4--transactional-keyword-intent">4. Transactional Keyword Intent</h3><p>Users search for transactional keywords when they’re ready to make a purchase or subscribe to your services/offerings.</p><p>Here are some examples of transactional keywords:</p><ul> <li style="list-style-type:disc">“buy audi tt”</li> <li style="list-style-type:disc">“italian restaurants near me”</li> <li style="list-style-type:disc">“zapier promo code”</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fc/ab/fcabbbbd57b2c3e61796e6cf31bc33a0/83e3f9658fb2220e4f76b75d0c1e122b/AD_4nXcUxbweqYQhlq5ZUvc-zU0jdsCI3QsGZz5PIATuFQOLmQ8QPEfmIYI9LvOp-5lIX96tCfm7ssGDD9lH1olZWHsFYghjjnBw8RwIaLOn3skrDCeC1d5kee73R_xZaHI--FodEd3c.webp" type="image/webp"/><img alt="transactional keyword intent highlighted" data-original="https://static.semrush.com/blog/uploads/media/fc/ab/fcabbbbd57b2c3e61796e6cf31bc33a0/83e3f9658fb2220e4f76b75d0c1e122b/original" height="780" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fc/ab/fcabbbbd57b2c3e61796e6cf31bc33a0/83e3f9658fb2220e4f76b75d0c1e122b/AD_4nXcUxbweqYQhlq5ZUvc-zU0jdsCI3QsGZz5PIATuFQOLmQ8QPEfmIYI9LvOp-5lIX96tCfm7ssGDD9lH1olZWHsFYghjjnBw8RwIaLOn3skrDCeC1d5kee73R_xZaHI--FodEd3c" width="1010"/></picture></figure><p>As you can see, transactional keywords have high buyer intent. Which means targeting them can drive revenue for your business.</p><p>But they can also indicate a desire to complete other conversions that might eventually lead to a purchase. Like signing up for a demo or getting a sample. </p><p>To target transactional keywords, create the following types of content:</p><ul> <li style="list-style-type:disc">Sign-up pages</li> <li style="list-style-type:disc">Deals and coupons pages</li> <li style="list-style-type:disc">Product/service pages</li> <li style="list-style-type:disc">Free trial/sample pages</li></ul><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Side note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Transactional keywords are also important for pay-per-click (PPC) campaigns. To learn more about PPC and how it differs from SEO, read our </em><a href="https://www.semrush.com/blog/what-is-ppc/"><em>PPC guide</em></a><em>.</em></p></div></aside><h2 id="how-to-identify-keyword-intent">How to Identify Keyword Intent</h2><p>There are a number of ways to find the intent behind keywords:</p><h3 id="manually-review-search-results">Manually Review Search Results</h3><p>One of the simplest ways to learn about keyword intent is to perform a search for a term you want to target (or one you’re already targeting) to see what’s already ranking.</p><p>Open an incognito window in your browser (this is called an “InPrivate” window if you’re using Microsoft Edge) to ensure the results aren’t personalized to you.</p><p>Then, run a search for your term.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8d/e9/8de9ff8e412497ad60a20538c91cec6c/a339751bea604ddb5ef1b2d858eca879/AD_4nXeAKI4EWUFLQoCC7tkyIRC0cysU1l_FNc-KnhjQLjKTNr_W6hqF5faVbu057-wy-z4vOrpuMVv-9LlGVYxJgGflKbw1VoxIT9Lkx_vqFa9YAIuSvPqNGQKpCcwEE5xV_mPRiCm5Xw.webp" type="image/webp"/><img alt="organic results show two guides for how to "make kombucha at home"" data-original="https://static.semrush.com/blog/uploads/media/8d/e9/8de9ff8e412497ad60a20538c91cec6c/a339751bea604ddb5ef1b2d858eca879/original" height="987" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8d/e9/8de9ff8e412497ad60a20538c91cec6c/a339751bea604ddb5ef1b2d858eca879/AD_4nXeAKI4EWUFLQoCC7tkyIRC0cysU1l_FNc-KnhjQLjKTNr_W6hqF5faVbu057-wy-z4vOrpuMVv-9LlGVYxJgGflKbw1VoxIT9Lkx_vqFa9YAIuSvPqNGQKpCcwEE5xV_mPRiCm5Xw" width="1010"/></picture></figure><p>As you can see, how-to articles dominate the top results. Which means this keyword has informational intent.</p><p>But don’t stop there. Visit these pages to learn more about what they cover, how they’re formatted, etc.</p><p>Pay attention to:</p><ul> <li style="list-style-type:disc"><strong>Format</strong>: Is it an article? A product page? A video?</li> <li style="list-style-type:disc"><strong>Length</strong>:Is it a long article or a short product description?</li> <li style="list-style-type:disc"><strong>Topics</strong>: What related topics does it cover?</li> <li style="list-style-type:disc"><strong>Structure</strong>: How is the information organized? Does it use tables, infographics, and/or text?</li> <li style="list-style-type:disc"><strong>Missing information</strong>: Is there any important piece of information that’s missing? </li></ul><p>For example, this is one of the top-ranking pages for the same term as above:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/39/f6/39f622ed42ca87c5ee1aafc5056926ab/0f543f0021d4eb591d1b2a86dc51068b/AD_4nXeL5wEXFmkeCcJbCZHKeZ4OedVVG03YFbB0amgr_TGoQJO1dAZJzkC7ZytEhERf0KWRggw3L36GKuKnCUq9WrrcTJ8oTz8QuyTSEyBWIOlpZIGz5dLY_MEMjQ7CoC8YxhUXLD3Feg.webp" type="image/webp"/><img alt="the top organic result shows a step by step guide and video" data-original="https://static.semrush.com/blog/uploads/media/39/f6/39f622ed42ca87c5ee1aafc5056926ab/0f543f0021d4eb591d1b2a86dc51068b/original" height="1099" loading="lazy" src="https://static.semrush.com/blog/uploads/media/39/f6/39f622ed42ca87c5ee1aafc5056926ab/0f543f0021d4eb591d1b2a86dc51068b/AD_4nXeL5wEXFmkeCcJbCZHKeZ4OedVVG03YFbB0amgr_TGoQJO1dAZJzkC7ZytEhERf0KWRggw3L36GKuKnCUq9WrrcTJ8oTz8QuyTSEyBWIOlpZIGz5dLY_MEMjQ7CoC8YxhUXLD3Feg" width="1010"/></picture></figure><p>This page includes a video, goes over the basic steps, lists necessary equipment, and provides a detailed recipe.</p><p>Many of the other high-ranking pages include the same topics and structure. </p><p>All of this information will help you create the type of content users are looking for. Which can help you rank better for your target keywords.</p><h3 id="use-keyword-overview">Use Keyword Overview</h3><p><a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a> allows you to quickly find out any keyword’s main intent type without having to perform a manual search.</p><p>Let’s take a look at an example using the keyword “nordstrom shipping policy.”</p><p>After entering your term, click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d6/e3/d6e3d8044af59fb74a0c56e5486a09e8/c7a10a77a41d8e8a95693ef4781e61af/AD_4nXcIKQf41HK-Te_5fS1A1Hgs0rSW7qMBUYD9eOMuv3YsIeS3lJyvZZSnuoSJ0szXvmSQvq3GcaaP5J-QkYNrtHXVUwbIPVfGVSvzOSbpWoDT-YSAIXHuMKqnUgXFbsYm36Lo14xemw.webp" type="image/webp"/><img alt="keyword entered into tool" data-original="https://static.semrush.com/blog/uploads/media/d6/e3/d6e3d8044af59fb74a0c56e5486a09e8/c7a10a77a41d8e8a95693ef4781e61af/original" height="658" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d6/e3/d6e3d8044af59fb74a0c56e5486a09e8/c7a10a77a41d8e8a95693ef4781e61af/AD_4nXcIKQf41HK-Te_5fS1A1Hgs0rSW7qMBUYD9eOMuv3YsIeS3lJyvZZSnuoSJ0szXvmSQvq3GcaaP5J-QkYNrtHXVUwbIPVfGVSvzOSbpWoDT-YSAIXHuMKqnUgXFbsYm36Lo14xemw" width="1010"/></picture></figure><p>You can see that this keyword has two search intent types: navigational and transactional.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f8/bb/f8bbb8100ebd30022975ba677f58556e/09ebeb09e6deab4e90af4e6687b00632/AD_4nXfa3NajIio-QkZzHTZs5hpJUvr2wxzPS-_xItCrqujWR0tUCHox66WH_wfGEOZURKm3TimaHUyoRDcNJdKIdX0eFyX0_p9SykuAaLiWVnAQWgBqItWr_U6fdYCAGU5tiJkmn1iofA.webp" type="image/webp"/><img alt="keyword intent box highlights two search intents" data-original="https://static.semrush.com/blog/uploads/media/f8/bb/f8bbb8100ebd30022975ba677f58556e/09ebeb09e6deab4e90af4e6687b00632/original" height="719" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f8/bb/f8bbb8100ebd30022975ba677f58556e/09ebeb09e6deab4e90af4e6687b00632/AD_4nXfa3NajIio-QkZzHTZs5hpJUvr2wxzPS-_xItCrqujWR0tUCHox66WH_wfGEOZURKm3TimaHUyoRDcNJdKIdX0eFyX0_p9SykuAaLiWVnAQWgBqItWr_U6fdYCAGU5tiJkmn1iofA" width="1010"/></picture></figure><p>It’s navigational because a user is looking for a specific page on Nordstrom’s website. And transactional because they’re probably ready to buy something but want to check the shipping policy before they do.</p><p>Now, the next question is: Should you target that keyword?</p><p>Let’s see.</p><p>Scroll down to the “SERP Analysis” section to see the top 10 search results for that keyword.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/c8/eb/c8eb4632b315595f79e9117d470af756/b88f6d55239f8915b2cbb1ac69aa53bd/AD_4nXeO1iwxRR4aHhzqM0RRb7PV77ovMQbctKtfpFqrbNUXxewA6MFECr5oSfBFHEgOGdO9h_d7lhzoJp_Km2aROADTU8l1OQMayhTrDulV1AP6Kd2vtX4o3A8x-HTYZfanAWLWkzj26A.webp" type="image/webp"/><img alt="SERP analysis of URLs shows top 10 results and SERP features present" data-original="https://static.semrush.com/blog/uploads/media/c8/eb/c8eb4632b315595f79e9117d470af756/b88f6d55239f8915b2cbb1ac69aa53bd/original" height="1442" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c8/eb/c8eb4632b315595f79e9117d470af756/b88f6d55239f8915b2cbb1ac69aa53bd/AD_4nXeO1iwxRR4aHhzqM0RRb7PV77ovMQbctKtfpFqrbNUXxewA6MFECr5oSfBFHEgOGdO9h_d7lhzoJp_Km2aROADTU8l1OQMayhTrDulV1AP6Kd2vtX4o3A8x-HTYZfanAWLWkzj26A" width="1010"/></picture></figure><p>In this case, the top 10 results are either from Nordstrom’s website or forums explaining Nordstrom’s shipping policy.</p><p>So, you probably shouldn’t try to rank for this keyword if you’re from a competing brand.</p><div></div><h3 id="use-the-keyword-magic-tool">Use the Keyword Magic Tool</h3><p>The <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a> allows you to see different terms’ search intents as you do keyword research. </p><p>You can even use filters to get a list of related keywords with specific types of intent.</p><p>Let’s say you want to find out what keywords you could rank for that have high buyer intent. </p><p>Enter a broad term related to your niche (or one of your niches), add your domain name to get personalized results, and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e1/d3/e1d39c7dc6fc666677809f992ee479da/0c5e7394ef000bb1b6e508073f372122/AD_4nXd5tLeqkJJPqwHGM0WhoETDw5S3ABPY3askncajIT09EycdogPDmccwrwc2CXGMG138hvqYZLJl4CdaxHQyt2T77IsXsyyzHeC4y55TROBsyEEUrBEpwdyk9KdWhz2494P4JerTSw.webp" type="image/webp"/><img alt="keyword "suv" and domain "audi.com" entered into tool" data-original="https://static.semrush.com/blog/uploads/media/e1/d3/e1d39c7dc6fc666677809f992ee479da/0c5e7394ef000bb1b6e508073f372122/original" height="630" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e1/d3/e1d39c7dc6fc666677809f992ee479da/0c5e7394ef000bb1b6e508073f372122/AD_4nXd5tLeqkJJPqwHGM0WhoETDw5S3ABPY3askncajIT09EycdogPDmccwrwc2CXGMG138hvqYZLJl4CdaxHQyt2T77IsXsyyzHeC4y55TROBsyEEUrBEpwdyk9KdWhz2494P4JerTSw" width="1010"/></picture></figure><p>Above the list of keywords, click on the “<strong>Intent</strong>” drop-down, select the checkboxes next to “Transactional” and “Commercial,” and click “<strong>Apply.</strong>”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3a/97/3a97b317c656d49ec4f061d9eacdeeff/319ddf6024c9fa21160a0c9c021a4745/AD_4nXepA7OXbMYgJtzCpdeOiivYzjB5a0w7nwNql9yGc-29ciu5NMRC3W0HieQQfxyFykC2sXxqBXf-Rt-nbs1UugmuxkB88BC2mZTcFB0l0B7n7D-PZcl61t2Tf4p3GVT976YO9s4ROw.webp" type="image/webp"/><img alt="commercial and transactional intent filter applied" data-original="https://static.semrush.com/blog/uploads/media/3a/97/3a97b317c656d49ec4f061d9eacdeeff/319ddf6024c9fa21160a0c9c021a4745/original" height="903" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3a/97/3a97b317c656d49ec4f061d9eacdeeff/319ddf6024c9fa21160a0c9c021a4745/AD_4nXepA7OXbMYgJtzCpdeOiivYzjB5a0w7nwNql9yGc-29ciu5NMRC3W0HieQQfxyFykC2sXxqBXf-Rt-nbs1UugmuxkB88BC2mZTcFB0l0B7n7D-PZcl61t2Tf4p3GVT976YO9s4ROw" width="1010"/></picture></figure><p>You’ll get a list of all the commercial and transactional keywords related to your brand. </p><p>If you notice a lot of branded terms for your competitors, choose the “<strong>Include keywords</strong>” drop down, make sure the “All keywords” option is selected, and add your brand name. Then, click “<strong>Apply</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e4/0a/e40a6516fd3b7fca8cb6b1e05dc9285b/1a14661ab1d9651989b44798a6dff99f/AD_4nXddApSIidCU2WA7h6Tc6VM8jKGpeTULC0-_fT9WQ8o8L4Ke5hnk3BRAi8eh8L3TFNynqIKplVA6oc_xJkiFaO7yYQow8iWPXVrAdyctlHsVHFVBnP9dPDO6u1Dmy_ifNzgSLDto_Q.webp" type="image/webp"/><img alt="include keywords filter applies audi to all keywords" data-original="https://static.semrush.com/blog/uploads/media/e4/0a/e40a6516fd3b7fca8cb6b1e05dc9285b/1a14661ab1d9651989b44798a6dff99f/original" height="874" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e4/0a/e40a6516fd3b7fca8cb6b1e05dc9285b/1a14661ab1d9651989b44798a6dff99f/AD_4nXddApSIidCU2WA7h6Tc6VM8jKGpeTULC0-_fT9WQ8o8L4Ke5hnk3BRAi8eh8L3TFNynqIKplVA6oc_xJkiFaO7yYQow8iWPXVrAdyctlHsVHFVBnP9dPDO6u1Dmy_ifNzgSLDto_Q" width="1010"/></picture></figure><p>You’ll now see only transactional and commercial terms that include your brand name.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/63/cf/63cfa86db82f865bca3a90d534619b81/5d608fc3b7445273057d8f587da8f028/AD_4nXcsD3GymM4Ojt55oz6uKhRPe3BHC_e4uABPu62mYOo7VXlVi0qTIHxFajIyoQIZkztSwecMKhP4I6ErWwvhV2nb0HaTZATI8FkxzSdGR_FeQDVaPCg7O0FObg2XwAhXrL9W65qKOw.webp" type="image/webp"/><img alt="keyword list includes terms like audi suv models, audi hybrid suv, and more such as metrics like search volume, keyword difficulty, and serp features" data-original="https://static.semrush.com/blog/uploads/media/63/cf/63cfa86db82f865bca3a90d534619b81/5d608fc3b7445273057d8f587da8f028/original" height="752" loading="lazy" src="https://static.semrush.com/blog/uploads/media/63/cf/63cfa86db82f865bca3a90d534619b81/5d608fc3b7445273057d8f587da8f028/AD_4nXcsD3GymM4Ojt55oz6uKhRPe3BHC_e4uABPu62mYOo7VXlVi0qTIHxFajIyoQIZkztSwecMKhP4I6ErWwvhV2nb0HaTZATI8FkxzSdGR_FeQDVaPCg7O0FObg2XwAhXrL9W65qKOw" width="1010"/></picture></figure><p>Next, pay attention to the “PKD %” column. This represents each term’s Personal Keyword Difficulty score—which indicates how difficult it will be for your specific website to rank for that term (lower is easier). </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/24/2c/242ccf2aa2ea6a8240b33e07ac007d9e/077979262a77467c596fe2d8b6565840/AD_4nXfEk1ldqhDqzLyT49-7XE6s2vUD9njtuEgnFjlLxA58lpruLLvmW43ZxbwA_iovEg8nE0gPpUnNwINZEyefIPk3kXDTU4A64cUH9h8q9P-Xlw92uevHoqGUkKQK5yP-h9yh9jHI.webp" type="image/webp"/><img alt="personal keyword difficulty column highlighted" data-original="https://static.semrush.com/blog/uploads/media/24/2c/242ccf2aa2ea6a8240b33e07ac007d9e/077979262a77467c596fe2d8b6565840/original" height="752" loading="lazy" src="https://static.semrush.com/blog/uploads/media/24/2c/242ccf2aa2ea6a8240b33e07ac007d9e/077979262a77467c596fe2d8b6565840/AD_4nXfEk1ldqhDqzLyT49-7XE6s2vUD9njtuEgnFjlLxA58lpruLLvmW43ZxbwA_iovEg8nE0gPpUnNwINZEyefIPk3kXDTU4A64cUH9h8q9P-Xlw92uevHoqGUkKQK5yP-h9yh9jHI" width="1010"/></picture></figure><p>Given we’re looking at branded terms, most of them are relatively easy to rank for. But it’s worth studying this when you consider that some terms may have mixed intent. </p><h2 id="create-content-with-keyword-intent-in-mind">Create Content with Keyword Intent In Mind</h2><p>How well your pages align with keyword intent can drastically affect your chances of ranking in search results. </p><p>Thankfully, the process of identifying keyword intent is quite simple when you use <a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a> and the <a href="https://www.semrush.com/analytics/keywordmagic///" style="text-decoration:none">Keyword Magic Tool</a>.</p><p>You can test out both tools when you sign up for a <a href="https://www.semrush.com/signup/get-free-trial/" style="text-decoration:none">free trial</a>.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-hGnimi llxhqq"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-intent%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-intent%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22What+Is+Keyword+Intent%3F+An+Overview+%26+How+to+Identify+It%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-intent%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=What Is Keyword Intent? An Overview & How to Identify It%0D%0Ahttps://www.semrush.com/blog/keyword-intent/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-itWPBs oNFyo"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":8660,"status":"published","url":"keyword-intent","template":"article-base","title":"What Is Keyword Intent? An Overview \u0026 How to Identify It","preview":"Keyword intent (aka search intent) is what searchers want to achieve after they conduct a specific search.","previewImage":"https://static.semrush.com/blog/uploads/media/01/e4/01e472b29d654ea0528d459faeb39776/3analyze-search-intent-instantly.svg","socialImage":"https://static.semrush.com/blog/uploads/media/28/c1/28c149492913181d8fe3e1a0d4c5dee1/beeabbd5de33a26434c4fc0a6f88ca98/analyze-search-intent-instantly-with-semrush-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/01/e4/01e472b29d654ea0528d459faeb39776/extra.png","altPreviewImage":"Keyword Intent","altSocialImage":"Keyword Intent","hidePreviewImage":0,"publishedAt":1695656640000,"editedAt":1731929820000,"metaTitle":"What Is Keyword Intent? An Overview \u0026 How to Identify It","metaDescription":"Keyword intent (aka search intent) is what searchers want to achieve after they conduct a specific search.","schemaOrg":"{}","author":{"id":205168353,"alias":"aleksandra-beka-jovicic","name":"Aleksandra Beka Jovicic","photo":"https://static.semrush.com/blog/uploads/user/ce/a6/cea6f3eff5b3d0025ff89f796d407db4/aleksandra-beka_copy_small.jpeg","photoMask":"star","company":"Aleksandra Beka","position":"SEO Consultant","bio":"Aleksandra is a freelance SEO consultant with more than 5 years of in-house experience in SEO and partner marketing. Her main specialties are content writing and link building.","socials":{"webSite":"https://www.aleksandrabeka.com/","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/jovicicaleksandra/"},"isPublic":true,"expertise":["link building","content writing","content strategy","partner marketing","digital pr"],"education":[]},"blocks":{"articleContent":{"code":"article-content","itemId":33500,"enabled":false,"value":[]}},"critical":{"article-content":{"id":33500,"content":"\u003ch2\u003eWhat Is Keyword Intent?\u003c/h2\u003e\u003cp\u003eKeyword intent (also known as search intent) is the reason why a user enters a specific term into a search engine.\u003c/p\u003e\u003cp\u003eFor example, when someone searches “buy chia seeds,” the intent behind that search is probably to make a purchase.\u003c/p\u003e\u003cp\u003eBut someone searching “what are chia seeds” probably just wants to learn more basic information about the chia seeds. \u003c/p\u003e\u003cp\u003eYou can see this by entering the term into the \u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e tool, which shows the intent type is informational.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e2/0d/e20d4e9de4fd030d9e6eff49aa727371/a1493625eac55be9934bb572ceb51e64/AD_4nXe3nBjWEOqPxBodLqKnX4B70k_tPIf0Usg64B6FB1d9Z5RWokaPefxD4W4wHzbC7jSNuW0uFKPXkmnCiDRkjFTSiO6nhiwS13ArLeBhdif97JwAspgJSMEE4ft_VKT7C9NvXvmNEQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keyword intent highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/e2/0d/e20d4e9de4fd030d9e6eff49aa727371/a1493625eac55be9934bb572ceb51e64/original\" height=\"782\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e2/0d/e20d4e9de4fd030d9e6eff49aa727371/a1493625eac55be9934bb572ceb51e64/AD_4nXe3nBjWEOqPxBodLqKnX4B70k_tPIf0Usg64B6FB1d9Z5RWokaPefxD4W4wHzbC7jSNuW0uFKPXkmnCiDRkjFTSiO6nhiwS13ArLeBhdif97JwAspgJSMEE4ft_VKT7C9NvXvmNEQ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBefore we get into the different types of intent and how to determine a keyword’s intent, let’s talk about the importance of aligning with it.\u003c/p\u003e\u003ch2\u003eWhy Is Keyword Intent Important in SEO?\u003c/h2\u003e\u003cp\u003eUnderstanding and adequately addressing keyword intent in your website content will \u003cstrong\u003eincrease your chances of ranking\u003c/strong\u003e (appearing in search results) for the keywords you want to target.\u003c/p\u003e\u003cp\u003eThis is because Google’s goal is to answer searchers’ queries as effectively as possible. So, it shows pages that it thinks will help users best find what they’re looking for.\u003c/p\u003e\u003cp\u003eLet’s use the same examples as above to illustrate.\u003c/p\u003e\u003cp\u003eHere’s what the results page looks like for “buy chia seeds”:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8c/2f/8c2f0bfa6810a0c686799f289af4960c/2aed3aa1e2987e1d6c9452c8a3b65bbf/AD_4nXfEVnse0U16WLzX8VhVoRMFtfBZdyNBQlI5MTdYzVE3elmth2FQ-aFy2SjuqaN4nGLCgjB2RMArJFi90MYzKOLa8vcXV74ZhWHcpszi0a-hprL7lYqieknhsHB4piU_AGle50IavQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"serp shows product results and organic results for products\" data-original=\"https://static.semrush.com/blog/uploads/media/8c/2f/8c2f0bfa6810a0c686799f289af4960c/2aed3aa1e2987e1d6c9452c8a3b65bbf/original\" height=\"1124\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8c/2f/8c2f0bfa6810a0c686799f289af4960c/2aed3aa1e2987e1d6c9452c8a3b65bbf/AD_4nXfEVnse0U16WLzX8VhVoRMFtfBZdyNBQlI5MTdYzVE3elmth2FQ-aFy2SjuqaN4nGLCgjB2RMArJFi90MYzKOLa8vcXV74ZhWHcpszi0a-hprL7lYqieknhsHB4piU_AGle50IavQ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe results include a popular products carousel and standard listings that direct to product pages. Because Google knows searchers probably want to buy.\u003c/p\u003e\u003cp\u003eBut someone searching for “what are chia seeds” will see something like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/48/ab/48ab418d718987c1c07ee5402a9973db/5afee0e7378aa31001969b023df3b639/AD_4nXfDDVU2zK9Iq1gWALzT0FA52n2nxusfwrYF3ebyPA6JVDkhvb3R63UtGXEu67_PqqIf9WB9GJcmHyLEZ675irm48fSqyCRO-m1IhWKfETCX5GHEYabwXblTLy6OO7UGmN-A_rneoA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"serp labels show informational articles, people also ask serp feature, and knowledge panel including nutrition facts\" data-original=\"https://static.semrush.com/blog/uploads/media/48/ab/48ab418d718987c1c07ee5402a9973db/5afee0e7378aa31001969b023df3b639/original\" height=\"1254\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/48/ab/48ab418d718987c1c07ee5402a9973db/5afee0e7378aa31001969b023df3b639/AD_4nXfDDVU2zK9Iq1gWALzT0FA52n2nxusfwrYF3ebyPA6JVDkhvb3R63UtGXEu67_PqqIf9WB9GJcmHyLEZ675irm48fSqyCRO-m1IhWKfETCX5GHEYabwXblTLy6OO7UGmN-A_rneoA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThese results contain educational articles about chia seeds, a People Also Ask (PAA) section, and a \u003ca href=\"https://www.semrush.com/blog/google-knowledge-panel/\" style=\"text-decoration:none\"\u003eknowledge panel\u003c/a\u003e (a summary of information based on Google’s knowledge of the entity):\u003c/p\u003e\u003cp\u003eSo, you have a good chance of ranking for “what are chia seeds” if you write a complete guide on what chia seeds are and their potential health benefits. But you probably won’t rank for “buy chia seeds.”\u003c/p\u003e\u003ch2\u003e4 Types of Keyword Intent\u003c/h2\u003e\u003cp\u003eThere are four main keyword intent types:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eNavigational keyword intent\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eInformational keyword intent\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eCommercial keyword intent\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTransactional keyword intent\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eAnd some keywords can have more than one intent type. \u003c/p\u003e\u003cp\u003eFor example, the keyword “make coffee at home” is both \u003cstrong\u003einformational \u003c/strong\u003eand \u003cstrong\u003ecommercial\u003c/strong\u003e,” which you can see in \u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/68/97/68977dc14387277681f149201e22a099/fd46cdd565718e7cc61afe85f96cc5de/AD_4nXeVM7XThwO1Lg6a7YAxYGfvYK9QsBXQUfIeByfBG9a0B2cUxVBYDUEik5KEQd8RYlJK-E-JFj1a_GI6Uy_SXykMNG1tq76bSrKlY22FIkVAAB1Miqi8qVgwLyPlL-nMp17H-lpc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keyword intent box highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/68/97/68977dc14387277681f149201e22a099/fd46cdd565718e7cc61afe85f96cc5de/original\" height=\"732\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/68/97/68977dc14387277681f149201e22a099/fd46cdd565718e7cc61afe85f96cc5de/AD_4nXeVM7XThwO1Lg6a7YAxYGfvYK9QsBXQUfIeByfBG9a0B2cUxVBYDUEik5KEQd8RYlJK-E-JFj1a_GI6Uy_SXykMNG1tq76bSrKlY22FIkVAAB1Miqi8qVgwLyPlL-nMp17H-lpc\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eLet’s learn more about each of these keyword \u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003esearch intent\u003c/a\u003e types.\u003c/p\u003e\u003ch3\u003e1. Navigational Keyword Intent \u003c/h3\u003e\u003cp\u003eNavigational keywords are terms searchers use when they want to get to a specific page or website.\u003c/p\u003e\u003cp\u003eIn these cases, users typically know exactly what they’re looking for.\u003c/p\u003e\u003cp\u003eHere are some examples of navigational keywords: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“facebook login”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“amazon shipping policy”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“mamas little bakery chicago address”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“youtube”\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d4/f8/d4f8ebd4eb1b63e106712587299c2549/a60104b87ec4c843a4255db34803215d/AD_4nXePLjDEGef9QAucADylQonuFYzODdf6-bG7-mhm1Ca16nZB2vOLDlzt7OiQ1P0RZBkR6tnfUnarOM_aXVyC_tZfl9DB5nvsyiQnPGeLbKMLkBxYabVxxPhzUEs8eG_ySkyF8-s5.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"navigational keyword intent highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/d4/f8/d4f8ebd4eb1b63e106712587299c2549/a60104b87ec4c843a4255db34803215d/original\" height=\"736\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d4/f8/d4f8ebd4eb1b63e106712587299c2549/a60104b87ec4c843a4255db34803215d/AD_4nXePLjDEGef9QAucADylQonuFYzODdf6-bG7-mhm1Ca16nZB2vOLDlzt7OiQ1P0RZBkR6tnfUnarOM_aXVyC_tZfl9DB5nvsyiQnPGeLbKMLkBxYabVxxPhzUEs8eG_ySkyF8-s5\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIn general, navigational keywords have low buyer intent. Meaning that the user probably isn’t planning to make a purchase.\u003c/p\u003e\u003cp\u003eBut in some cases, they can support conversions that may lead to tangible business results later on.\u003c/p\u003e\u003cp\u003eFor example, when someone searches for “mamas little bakery chicago address,” they’re probably trying to find the exact location of a local bakery.\u003c/p\u003e\u003cp\u003eOnce they find the address, they might stop by in person to browse the selection. And they may end up making a purchase at that time. \u003c/p\u003e\u003cp\u003eOne nice thing about navigational keywords is that they’re often a bit easier to rank for because they’re often branded terms. \u003c/p\u003e\u003ch3\u003e2. Informational Keyword Intent\u003c/h3\u003e\u003cp\u003ePeople search for informational keywords when they want to learn about something.\u003c/p\u003e\u003cp\u003eThese keywords often come in the form of questions and start with:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“what is”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“how to”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“why is”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“where is”\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/4b/d9/4bd908dee303a0c384724d148a982edd/fa1dc6cb447245fc5fa535accd7a1174/AD_4nXdioQ9uNJU-yQFYH4keKeqqhLCvELTibt2Ntrzs5bokGhp9iprBzHE3DsDsVD4C8-SOL18PBpETXYwNA_6D1yplOdpm-johQ7HeRbXyWOZTKmQrTC3ZDsldgdZ6eC_dawlms1UPbA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"informational keyword intent highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/4b/d9/4bd908dee303a0c384724d148a982edd/fa1dc6cb447245fc5fa535accd7a1174/original\" height=\"736\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4b/d9/4bd908dee303a0c384724d148a982edd/fa1dc6cb447245fc5fa535accd7a1174/AD_4nXdioQ9uNJU-yQFYH4keKeqqhLCvELTibt2Ntrzs5bokGhp9iprBzHE3DsDsVD4C8-SOL18PBpETXYwNA_6D1yplOdpm-johQ7HeRbXyWOZTKmQrTC3ZDsldgdZ6eC_dawlms1UPbA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut informational keywords don’t always have to be questions. They can also look like this:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“disavow backlinks”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“maldives time now”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“pasta bolognese recipe”\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eInformational keywords also have low buyer intent.\u003c/p\u003e\u003cp\u003eBut it’s still a good idea to target these keywords in how-to blog posts, informational videos, infographics, etc.\u003c/p\u003e\u003cp\u003eBy creating high-quality informational content, you establish yourself as a trustworthy source of information for your target audience. Which means that they’ll likely come back to your website to learn more.\u003c/p\u003e\u003cp\u003eAnd when they’re ready to make a purchase, they’ll already be familiar with your brand and your website.\u003c/p\u003e\u003ch3\u003e3. Commercial Keyword Intent\u003c/h3\u003e\u003cp\u003ePeople enter keywords with commercial intent into search engines when they’re doing research before making a purchase.\u003c/p\u003e\u003cp\u003eThey’re not quite ready to buy because they need a little bit more information on the products or services they’re considering first. Which is why commercial keywords are often branded.\u003c/p\u003e\u003cp\u003eHere are some examples of branded commercial keywords:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“google analytics alternatives”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“stans donuts reviews”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“macbook pro vs macbook air”\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bd/e2/bde288b2e6822661bd02548b1430ec15/a711c9a6fe8968f04c64908da755f1f8/AD_4nXdOihyenxSsrog1AsV_XX2mWxGIwWVTfiIt2vr9Uz4qwdm5kPiur6ZTeLn4rrmNmTwM3ZEjha7GI2AjMYvYPblTN6U9Y_BjSnLHngO5GdDxJiZVuhPLjG9mbtIgxXaZTYCRKBY0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"commercial keyword intent highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/bd/e2/bde288b2e6822661bd02548b1430ec15/a711c9a6fe8968f04c64908da755f1f8/original\" height=\"732\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bd/e2/bde288b2e6822661bd02548b1430ec15/a711c9a6fe8968f04c64908da755f1f8/AD_4nXdOihyenxSsrog1AsV_XX2mWxGIwWVTfiIt2vr9Uz4qwdm5kPiur6ZTeLn4rrmNmTwM3ZEjha7GI2AjMYvYPblTN6U9Y_BjSnLHngO5GdDxJiZVuhPLjG9mbtIgxXaZTYCRKBY0\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut they can also be unbranded like these:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“custom birthday cakes”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“wedding dresses”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“best running shoes”\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/84/ee/84ee8a10c0487975b7de18a7df718641/262da8858835319132f736c3ea64c375/AD_4nXfzEFf_p08pkflHe5_p5FKr9UkWwLIIOMFnmrpXJBwdk7PZbSdsHp9g3dqLod4fHs6qaDjKh8SjGPO9ydW6YKJpWxp7rhz6G03VOuFXGgDGcVPzl0xV40jMtVYi5qPEseO8TfAM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"commercial keyword intent highlighted for unbranded keyword\" data-original=\"https://static.semrush.com/blog/uploads/media/84/ee/84ee8a10c0487975b7de18a7df718641/262da8858835319132f736c3ea64c375/original\" height=\"773\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/84/ee/84ee8a10c0487975b7de18a7df718641/262da8858835319132f736c3ea64c375/AD_4nXfzEFf_p08pkflHe5_p5FKr9UkWwLIIOMFnmrpXJBwdk7PZbSdsHp9g3dqLod4fHs6qaDjKh8SjGPO9ydW6YKJpWxp7rhz6G03VOuFXGgDGcVPzl0xV40jMtVYi5qPEseO8TfAM\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAs you can see, commercial keywords often focus on comparing specific products, services, or brands. Or finding first-hand insight.\u003c/p\u003e\u003cp\u003eCommercial keywords have relatively high buyer intent. Which means there’s a higher chance that the user will make a purchase.\u003c/p\u003e\u003cp\u003eYou can target commercial keywords with product/service landing pages, comparison articles, and pages that feature testimonials and reviews.\u003c/p\u003e\u003ch3\u003e4. Transactional Keyword Intent\u003c/h3\u003e\u003cp\u003eUsers search for transactional keywords when they’re ready to make a purchase or subscribe to your services/offerings.\u003c/p\u003e\u003cp\u003eHere are some examples of transactional keywords:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“buy audi tt”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“italian restaurants near me”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“zapier promo code”\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fc/ab/fcabbbbd57b2c3e61796e6cf31bc33a0/83e3f9658fb2220e4f76b75d0c1e122b/AD_4nXcUxbweqYQhlq5ZUvc-zU0jdsCI3QsGZz5PIATuFQOLmQ8QPEfmIYI9LvOp-5lIX96tCfm7ssGDD9lH1olZWHsFYghjjnBw8RwIaLOn3skrDCeC1d5kee73R_xZaHI--FodEd3c.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"transactional keyword intent highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/fc/ab/fcabbbbd57b2c3e61796e6cf31bc33a0/83e3f9658fb2220e4f76b75d0c1e122b/original\" height=\"780\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fc/ab/fcabbbbd57b2c3e61796e6cf31bc33a0/83e3f9658fb2220e4f76b75d0c1e122b/AD_4nXcUxbweqYQhlq5ZUvc-zU0jdsCI3QsGZz5PIATuFQOLmQ8QPEfmIYI9LvOp-5lIX96tCfm7ssGDD9lH1olZWHsFYghjjnBw8RwIaLOn3skrDCeC1d5kee73R_xZaHI--FodEd3c\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAs you can see, transactional keywords have high buyer intent. Which means targeting them can drive revenue for your business.\u003c/p\u003e\u003cp\u003eBut they can also indicate a desire to complete other conversions that might eventually lead to a purchase. Like signing up for a demo or getting a sample. \u003c/p\u003e\u003cp\u003eTo target transactional keywords, create the following types of content:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eSign-up pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDeals and coupons pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProduct/service pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eFree trial/sample pages\u003c/li\u003e\u003c/ul\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eSide note\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eTransactional keywords are also important for pay-per-click (PPC) campaigns. To learn more about PPC and how it differs from SEO, read our \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-ppc/\"\u003e\u003cem\u003ePPC guide\u003c/em\u003e\u003c/a\u003e\u003cem\u003e.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003eHow to Identify Keyword Intent\u003c/h2\u003e\u003cp\u003eThere are a number of ways to find the intent behind keywords:\u003c/p\u003e\u003ch3\u003eManually Review Search Results\u003c/h3\u003e\u003cp\u003eOne of the simplest ways to learn about keyword intent is to perform a search for a term you want to target (or one you’re already targeting) to see what’s already ranking.\u003c/p\u003e\u003cp\u003eOpen an incognito window in your browser (this is called an “InPrivate” window if you’re using Microsoft Edge) to ensure the results aren’t personalized to you.\u003c/p\u003e\u003cp\u003eThen, run a search for your term.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8d/e9/8de9ff8e412497ad60a20538c91cec6c/a339751bea604ddb5ef1b2d858eca879/AD_4nXeAKI4EWUFLQoCC7tkyIRC0cysU1l_FNc-KnhjQLjKTNr_W6hqF5faVbu057-wy-z4vOrpuMVv-9LlGVYxJgGflKbw1VoxIT9Lkx_vqFa9YAIuSvPqNGQKpCcwEE5xV_mPRiCm5Xw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='organic results show two guides for how to \"make kombucha at home\"' data-original=\"https://static.semrush.com/blog/uploads/media/8d/e9/8de9ff8e412497ad60a20538c91cec6c/a339751bea604ddb5ef1b2d858eca879/original\" height=\"987\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8d/e9/8de9ff8e412497ad60a20538c91cec6c/a339751bea604ddb5ef1b2d858eca879/AD_4nXeAKI4EWUFLQoCC7tkyIRC0cysU1l_FNc-KnhjQLjKTNr_W6hqF5faVbu057-wy-z4vOrpuMVv-9LlGVYxJgGflKbw1VoxIT9Lkx_vqFa9YAIuSvPqNGQKpCcwEE5xV_mPRiCm5Xw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAs you can see, how-to articles dominate the top results. Which means this keyword has informational intent.\u003c/p\u003e\u003cp\u003eBut don’t stop there. Visit these pages to learn more about what they cover, how they’re formatted, etc.\u003c/p\u003e\u003cp\u003ePay attention to:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eFormat\u003c/strong\u003e: Is it an article? A product page? A video?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eLength\u003c/strong\u003e:Is it a long article or a short product description?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTopics\u003c/strong\u003e: What related topics does it cover?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eStructure\u003c/strong\u003e: How is the information organized? Does it use tables, infographics, and/or text?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMissing information\u003c/strong\u003e: Is there any important piece of information that’s missing? \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor example, this is one of the top-ranking pages for the same term as above:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/39/f6/39f622ed42ca87c5ee1aafc5056926ab/0f543f0021d4eb591d1b2a86dc51068b/AD_4nXeL5wEXFmkeCcJbCZHKeZ4OedVVG03YFbB0amgr_TGoQJO1dAZJzkC7ZytEhERf0KWRggw3L36GKuKnCUq9WrrcTJ8oTz8QuyTSEyBWIOlpZIGz5dLY_MEMjQ7CoC8YxhUXLD3Feg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"the top organic result shows a step by step guide and video\" data-original=\"https://static.semrush.com/blog/uploads/media/39/f6/39f622ed42ca87c5ee1aafc5056926ab/0f543f0021d4eb591d1b2a86dc51068b/original\" height=\"1099\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/39/f6/39f622ed42ca87c5ee1aafc5056926ab/0f543f0021d4eb591d1b2a86dc51068b/AD_4nXeL5wEXFmkeCcJbCZHKeZ4OedVVG03YFbB0amgr_TGoQJO1dAZJzkC7ZytEhERf0KWRggw3L36GKuKnCUq9WrrcTJ8oTz8QuyTSEyBWIOlpZIGz5dLY_MEMjQ7CoC8YxhUXLD3Feg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis page includes a video, goes over the basic steps, lists necessary equipment, and provides a detailed recipe.\u003c/p\u003e\u003cp\u003eMany of the other high-ranking pages include the same topics and structure. \u003c/p\u003e\u003cp\u003eAll of this information will help you create the type of content users are looking for. Which can help you rank better for your target keywords.\u003c/p\u003e\u003ch3\u003eUse Keyword Overview\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e allows you to quickly find out any keyword’s main intent type without having to perform a manual search.\u003c/p\u003e\u003cp\u003eLet’s take a look at an example using the keyword “nordstrom shipping policy.”\u003c/p\u003e\u003cp\u003eAfter entering your term, click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d6/e3/d6e3d8044af59fb74a0c56e5486a09e8/c7a10a77a41d8e8a95693ef4781e61af/AD_4nXcIKQf41HK-Te_5fS1A1Hgs0rSW7qMBUYD9eOMuv3YsIeS3lJyvZZSnuoSJ0szXvmSQvq3GcaaP5J-QkYNrtHXVUwbIPVfGVSvzOSbpWoDT-YSAIXHuMKqnUgXFbsYm36Lo14xemw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keyword entered into tool\" data-original=\"https://static.semrush.com/blog/uploads/media/d6/e3/d6e3d8044af59fb74a0c56e5486a09e8/c7a10a77a41d8e8a95693ef4781e61af/original\" height=\"658\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d6/e3/d6e3d8044af59fb74a0c56e5486a09e8/c7a10a77a41d8e8a95693ef4781e61af/AD_4nXcIKQf41HK-Te_5fS1A1Hgs0rSW7qMBUYD9eOMuv3YsIeS3lJyvZZSnuoSJ0szXvmSQvq3GcaaP5J-QkYNrtHXVUwbIPVfGVSvzOSbpWoDT-YSAIXHuMKqnUgXFbsYm36Lo14xemw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can see that this keyword has two search intent types: navigational and transactional.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f8/bb/f8bbb8100ebd30022975ba677f58556e/09ebeb09e6deab4e90af4e6687b00632/AD_4nXfa3NajIio-QkZzHTZs5hpJUvr2wxzPS-_xItCrqujWR0tUCHox66WH_wfGEOZURKm3TimaHUyoRDcNJdKIdX0eFyX0_p9SykuAaLiWVnAQWgBqItWr_U6fdYCAGU5tiJkmn1iofA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keyword intent box highlights two search intents\" data-original=\"https://static.semrush.com/blog/uploads/media/f8/bb/f8bbb8100ebd30022975ba677f58556e/09ebeb09e6deab4e90af4e6687b00632/original\" height=\"719\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f8/bb/f8bbb8100ebd30022975ba677f58556e/09ebeb09e6deab4e90af4e6687b00632/AD_4nXfa3NajIio-QkZzHTZs5hpJUvr2wxzPS-_xItCrqujWR0tUCHox66WH_wfGEOZURKm3TimaHUyoRDcNJdKIdX0eFyX0_p9SykuAaLiWVnAQWgBqItWr_U6fdYCAGU5tiJkmn1iofA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIt’s navigational because a user is looking for a specific page on Nordstrom’s website. And transactional because they’re probably ready to buy something but want to check the shipping policy before they do.\u003c/p\u003e\u003cp\u003eNow, the next question is: Should you target that keyword?\u003c/p\u003e\u003cp\u003eLet’s see.\u003c/p\u003e\u003cp\u003eScroll down to the “SERP Analysis” section to see the top 10 search results for that keyword.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/c8/eb/c8eb4632b315595f79e9117d470af756/b88f6d55239f8915b2cbb1ac69aa53bd/AD_4nXeO1iwxRR4aHhzqM0RRb7PV77ovMQbctKtfpFqrbNUXxewA6MFECr5oSfBFHEgOGdO9h_d7lhzoJp_Km2aROADTU8l1OQMayhTrDulV1AP6Kd2vtX4o3A8x-HTYZfanAWLWkzj26A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"SERP analysis of URLs shows top 10 results and SERP features present\" data-original=\"https://static.semrush.com/blog/uploads/media/c8/eb/c8eb4632b315595f79e9117d470af756/b88f6d55239f8915b2cbb1ac69aa53bd/original\" height=\"1442\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c8/eb/c8eb4632b315595f79e9117d470af756/b88f6d55239f8915b2cbb1ac69aa53bd/AD_4nXeO1iwxRR4aHhzqM0RRb7PV77ovMQbctKtfpFqrbNUXxewA6MFECr5oSfBFHEgOGdO9h_d7lhzoJp_Km2aROADTU8l1OQMayhTrDulV1AP6Kd2vtX4o3A8x-HTYZfanAWLWkzj26A\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIn this case, the top 10 results are either from Nordstrom’s website or forums explaining Nordstrom’s shipping policy.\u003c/p\u003e\u003cp\u003eSo, you probably shouldn’t try to rank for this keyword if you’re from a competing brand.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordoverview/\" show_input=\"false\" header=\"Collect Keyword Metrics\" text=\"with the Keyword Overview Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eUse the Keyword Magic Tool\u003c/h3\u003e\u003cp\u003eThe \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e allows you to see different terms’ search intents as you do keyword research. \u003c/p\u003e\u003cp\u003eYou can even use filters to get a list of related keywords with specific types of intent.\u003c/p\u003e\u003cp\u003eLet’s say you want to find out what keywords you could rank for that have high buyer intent. \u003c/p\u003e\u003cp\u003eEnter a broad term related to your niche (or one of your niches), add your domain name to get personalized results, and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e1/d3/e1d39c7dc6fc666677809f992ee479da/0c5e7394ef000bb1b6e508073f372122/AD_4nXd5tLeqkJJPqwHGM0WhoETDw5S3ABPY3askncajIT09EycdogPDmccwrwc2CXGMG138hvqYZLJl4CdaxHQyt2T77IsXsyyzHeC4y55TROBsyEEUrBEpwdyk9KdWhz2494P4JerTSw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='keyword \"suv\" and domain \"audi.com\" entered into tool' data-original=\"https://static.semrush.com/blog/uploads/media/e1/d3/e1d39c7dc6fc666677809f992ee479da/0c5e7394ef000bb1b6e508073f372122/original\" height=\"630\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e1/d3/e1d39c7dc6fc666677809f992ee479da/0c5e7394ef000bb1b6e508073f372122/AD_4nXd5tLeqkJJPqwHGM0WhoETDw5S3ABPY3askncajIT09EycdogPDmccwrwc2CXGMG138hvqYZLJl4CdaxHQyt2T77IsXsyyzHeC4y55TROBsyEEUrBEpwdyk9KdWhz2494P4JerTSw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAbove the list of keywords, click on the “\u003cstrong\u003eIntent\u003c/strong\u003e” drop-down, select the checkboxes next to “Transactional” and “Commercial,” and click “\u003cstrong\u003eApply.\u003c/strong\u003e”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3a/97/3a97b317c656d49ec4f061d9eacdeeff/319ddf6024c9fa21160a0c9c021a4745/AD_4nXepA7OXbMYgJtzCpdeOiivYzjB5a0w7nwNql9yGc-29ciu5NMRC3W0HieQQfxyFykC2sXxqBXf-Rt-nbs1UugmuxkB88BC2mZTcFB0l0B7n7D-PZcl61t2Tf4p3GVT976YO9s4ROw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"commercial and transactional intent filter applied\" data-original=\"https://static.semrush.com/blog/uploads/media/3a/97/3a97b317c656d49ec4f061d9eacdeeff/319ddf6024c9fa21160a0c9c021a4745/original\" height=\"903\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3a/97/3a97b317c656d49ec4f061d9eacdeeff/319ddf6024c9fa21160a0c9c021a4745/AD_4nXepA7OXbMYgJtzCpdeOiivYzjB5a0w7nwNql9yGc-29ciu5NMRC3W0HieQQfxyFykC2sXxqBXf-Rt-nbs1UugmuxkB88BC2mZTcFB0l0B7n7D-PZcl61t2Tf4p3GVT976YO9s4ROw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll get a list of all the commercial and transactional keywords related to your brand. \u003c/p\u003e\u003cp\u003eIf you notice a lot of branded terms for your competitors, choose the “\u003cstrong\u003eInclude keywords\u003c/strong\u003e” drop down, make sure the “All keywords” option is selected, and add your brand name. Then, click “\u003cstrong\u003eApply\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e4/0a/e40a6516fd3b7fca8cb6b1e05dc9285b/1a14661ab1d9651989b44798a6dff99f/AD_4nXddApSIidCU2WA7h6Tc6VM8jKGpeTULC0-_fT9WQ8o8L4Ke5hnk3BRAi8eh8L3TFNynqIKplVA6oc_xJkiFaO7yYQow8iWPXVrAdyctlHsVHFVBnP9dPDO6u1Dmy_ifNzgSLDto_Q.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"include keywords filter applies audi to all keywords\" data-original=\"https://static.semrush.com/blog/uploads/media/e4/0a/e40a6516fd3b7fca8cb6b1e05dc9285b/1a14661ab1d9651989b44798a6dff99f/original\" height=\"874\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e4/0a/e40a6516fd3b7fca8cb6b1e05dc9285b/1a14661ab1d9651989b44798a6dff99f/AD_4nXddApSIidCU2WA7h6Tc6VM8jKGpeTULC0-_fT9WQ8o8L4Ke5hnk3BRAi8eh8L3TFNynqIKplVA6oc_xJkiFaO7yYQow8iWPXVrAdyctlHsVHFVBnP9dPDO6u1Dmy_ifNzgSLDto_Q\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll now see only transactional and commercial terms that include your brand name.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/63/cf/63cfa86db82f865bca3a90d534619b81/5d608fc3b7445273057d8f587da8f028/AD_4nXcsD3GymM4Ojt55oz6uKhRPe3BHC_e4uABPu62mYOo7VXlVi0qTIHxFajIyoQIZkztSwecMKhP4I6ErWwvhV2nb0HaTZATI8FkxzSdGR_FeQDVaPCg7O0FObg2XwAhXrL9W65qKOw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keyword list includes terms like audi suv models, audi hybrid suv, and more such as metrics like search volume, keyword difficulty, and serp features\" data-original=\"https://static.semrush.com/blog/uploads/media/63/cf/63cfa86db82f865bca3a90d534619b81/5d608fc3b7445273057d8f587da8f028/original\" height=\"752\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/63/cf/63cfa86db82f865bca3a90d534619b81/5d608fc3b7445273057d8f587da8f028/AD_4nXcsD3GymM4Ojt55oz6uKhRPe3BHC_e4uABPu62mYOo7VXlVi0qTIHxFajIyoQIZkztSwecMKhP4I6ErWwvhV2nb0HaTZATI8FkxzSdGR_FeQDVaPCg7O0FObg2XwAhXrL9W65qKOw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, pay attention to the “PKD %” column. This represents each term’s Personal Keyword Difficulty score—which indicates how difficult it will be for your specific website to rank for that term (lower is easier). \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/24/2c/242ccf2aa2ea6a8240b33e07ac007d9e/077979262a77467c596fe2d8b6565840/AD_4nXfEk1ldqhDqzLyT49-7XE6s2vUD9njtuEgnFjlLxA58lpruLLvmW43ZxbwA_iovEg8nE0gPpUnNwINZEyefIPk3kXDTU4A64cUH9h8q9P-Xlw92uevHoqGUkKQK5yP-h9yh9jHI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"personal keyword difficulty column highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/24/2c/242ccf2aa2ea6a8240b33e07ac007d9e/077979262a77467c596fe2d8b6565840/original\" height=\"752\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/24/2c/242ccf2aa2ea6a8240b33e07ac007d9e/077979262a77467c596fe2d8b6565840/AD_4nXfEk1ldqhDqzLyT49-7XE6s2vUD9njtuEgnFjlLxA58lpruLLvmW43ZxbwA_iovEg8nE0gPpUnNwINZEyefIPk3kXDTU4A64cUH9h8q9P-Xlw92uevHoqGUkKQK5yP-h9yh9jHI\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eGiven we’re looking at branded terms, most of them are relatively easy to rank for. But it’s worth studying this when you consider that some terms may have mixed intent. \u003c/p\u003e\u003ch2\u003eCreate Content with Keyword Intent In Mind\u003c/h2\u003e\u003cp\u003eHow well your pages align with keyword intent can drastically affect your chances of ranking in search results. \u003c/p\u003e\u003cp\u003eThankfully, the process of identifying keyword intent is quite simple when you use \u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e and the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic///\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eYou can test out both tools when you sign up for a \u003ca href=\"https://www.semrush.com/signup/get-free-trial/\" style=\"text-decoration:none\"\u003efree trial\u003c/a\u003e.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/get-free-trial/\" show_input=\"false\" header=\"Elevate Your Digital Strategy\" text=\"with a Semrush Subscription\" button_text=\"Start Free Trial\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","metaTitle":"Keyword Research - Semrush Blog","metaDescription":"Keyword research is the foundation of almost every SEO strategy. Here is everything you need to know.","parent":{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","metaTitle":"SEO - Semrush Blog","metaDescription":"Search engine optimization is the foundation of any digital marketing strategy. Here is everything you need to know.","parent":null,"template":"category-default","productWidget":null,"customProductWidgetId":null,"children":[]},"children":[],"template":"subcategory-default","productWidget":"keywordOverview","customProductWidgetId":3},"background":"blueIllust","timeToRead":7,"tableOfContent":true,"deindex":false,"metrics":null,"related":[823,4929,3838,3852],"translated":null,"mainUrl":"","contributors":[{"id":205718513,"name":"Christine Skopec"},{"id":217785329,"name":"Simon Fogg"},{"id":203169745,"name":"Selina Scheumann"}]},"categoriesTree":[{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","productWidget":null,"customProductWidgetId":null,"children":[{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":153,"name":"On-page SEO","slug":"on-page-seo","lang":"en","description":"On-page SEO is the key to making your web pages more relevant and user-friendly for both users and search engines. Learn how to apply the latest techniques, tools, and best practices from the top on-page SEO experts.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":7,"name":"Link Building","slug":"link-building","lang":"en","description":"Link building is one of the most effective SEO strategies to boost your website’s performance. Check out these resources and learn how to build high-quality links from the best link-building experts.","productWidget":"backlinksAnalytics","customProductWidgetId":1,"children":[]},{"id":6,"name":"Local SEO","slug":"local-seo","lang":"en","description":"Local SEO is essential for businesses targeting specific areas. Dive into expert tips, tools, and best practices to boost your local online presence and connect effectively with your community.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":5,"name":"Technical SEO","slug":"technical-seo","lang":"en","description":"Technical SEO is key to helping search engines find, crawl, and index the pages on your site. Check out these resources to learn how to improve your site’s speed, crawlability, indexability, and more.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]},{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","productWidget":null,"customProductWidgetId":null,"children":[{"id":339,"name":"General Marketing","slug":"general-marketing","lang":"en","description":"Whether you‘re new to marketing or a seasoned pro, our General Marketing category offers tips, tools, and expert advice to boost your marketing efforts. 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