How can you write copy that matches search intent?

1 What is search intent?

Search intent is the reason why someone types a query into a search engine. It reflects what they want to know, do, or buy. For example, someone searching for "how to bake a cake" has an informational intent, while someone searching for "best cake recipes" has a commercial intent. Understanding the search intent of your keywords is crucial for writing copy that meets the expectations and needs of your potential customers.

2 How to identify search intent?

One of the best ways to identify the search intent of your keywords is to analyze the search engine results page (SERP) for each keyword. The SERP will show you what kind of content Google thinks is relevant and useful for that query. For example, if you see a lot of blog posts, videos, or guides, the search intent is likely informational. If you see a lot of product pages, reviews, or comparison tables, the search intent is likely transactional or commercial. You can also look at the features and elements that Google displays on the SERP, such as snippets, images, or ads, to get a clue about the search intent.

3 How to write copy for informational intent?

If your keyword has an informational intent, your copy should provide clear, accurate, and helpful information that answers the query. You should use a descriptive and catchy headline that summarizes the main point of your content, and use subheadings, bullet points, and images to break up your text and make it easy to scan. You should also use internal links to direct your readers to other relevant pages on your website, and include a call to action that encourages them to take the next step in their journey.

4 How to write copy for navigational intent?

If your keyword has a navigational intent, your copy should help your readers find what they are looking for on your website. You should use a simple and straightforward headline that matches the query, and use clear and concise language to describe your brand, products, or services. You should also use a clear and visible navigation menu, breadcrumbs, and search bar to make it easy for your readers to navigate your website, and include a call to action that invites them to contact you or sign up for your offer.

5 How to write copy for transactional intent?

If your keyword has a transactional intent, your copy should persuade your readers to buy from you or take a specific action. You should use a compelling and benefit-oriented headline that highlights your unique value proposition, and use emotional and persuasive language to address your readers' pain points, desires, and objections. You should also use social proof, testimonials, and guarantees to build trust and credibility, and include a clear and urgent call to action that tells your readers what to do next.

6 How to write copy for commercial intent?

If your keyword has a commercial intent, your copy should educate your readers about your products or services and why they are the best choice for them. You should use a informative and intriguing headline that sparks curiosity and interest, and use factual and logical language to showcase your features, benefits, and advantages. You should also use comparison tables, charts, or graphs to highlight how you differ from your competitors, and include a call to action that leads your readers to a landing page or a checkout page.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?