When someone types something into Google, they’re not just throwing words into the void. Rather, they’re intentionally asking a question which, in turn, shows intent. While this “search intent” isn’t always explicit, understanding it is now a necessary part of any strong digital marketing campaign, most especially when it comes to search engine marketing (SEM) and search engine optimisation (SEO).
While it’s true that much content these days is delivered algorithmically, even algorithms depend on user searches to provide relevant results. This is because most users don’t just passively consume whatever content appears in front of them. Rather, they often use the search bar or voice assistant to look for specific information.
Business owners who can grasp the subtleties of what their customers are actually saying are able to tailor their content accordingly and use it to drive more relevant traffic and increase conversions. Doing this well, however, takes much more than guesswork or preconceptions of how people think. It requires active listening as well as the ability to connect the dots between a user’s query and your business’s offerings.
If you don’t have any in-house people with search experience, you can simply hire a competent SEO agency to do all the heavy lifting. Still, as a business owner, there are certain things you need to be aware of when it comes to search intent. Let’s unpack the most basic ones.
1) Localisation Matters
It’s sometimes said that English speakers are divided by a common language. This is even truer in Singapore, with unique English dialects that span an infinite gamut between the officially endorsed Standard Singapore English to the vernacular Singapore Colloquial English (Singlish). This can be a problem if you’re used to American or Canadian English dialects, which tend to use a very different everyday vocabulary from everyday Singlish.
If you want to reach out to this lucrative market, you’ll want to get one of the best SEO agencies in the country on the job. Going with a local agency will just make it so much easier to uncover exactly what your market is thinking.
2) Not All Keywords Are Created Equal
You could rank #1 for a popular search term and still get zero sales from it. Why? Because the people landing on your page weren’t looking for what you offer.
Keyword word search volumes are a good indicator of popularity. However, they do not always reflect the kind of intent you want to latch onto. For example, searches for “accounting software” can mean almost anything. It could mean that most users are looking for software but it’s almost as likely that they’re looking for comparisons or free trials.
That is to say that the intent behind the query matters far more than the keyword itself. Optimising your content for high-intent keywords, like “buy accounting software” or “best accounting software,” can lead to significantly better results and fewer wasted resources than chasing raw search volumes.
3) Search Intent is Generally Divided into Four Categories
Most SEO professionals agree on four basic categories of search intent:
- Informational – Users want to learn more (e.g., “how to file taxes in Singapore”).
- Navigational – Users are seeking out a specific site or brand (e.g., “IRAS login”).
- Transactional – Users with this intent are ready to act (e.g., “buy ergonomic office chair SG”).
- Commercial Investigation – Sometimes lumped in together with the “informational” category, users with this intent are weighing their options before purchasing. These searches are generally considered to be closer to conversion than regular informational queries (e.g., “top-rated coworking spaces in Orchard”).
A well-thought-out digital marketing strategy will typically aim to cover all four. Informational and navigational pieces build trust in the business while transactional and commercial content drives the conversions it needs. A seasoned SEO agency should be able to guarantee that your website ticks all these boxes with intent-matched content.
4) Google Rewards Intent-Matched (Helpful) Content
The first of Google’s Helpful Content Updates was launched in 2022, likely as a way to compensate for the rising flood of low-quality online content. Since then, Google has actively prioritised websites that meet searcher needs, thus providing real value. This means you can’t just just set clickbait and expect to rank. Rather, you need to satisfy the reason someone clicked in the first place.
With that in mind, you want to make sure that whatever content you put out is actually satisfying one of the basic search intent categories.
It’s Time to Deliver Content That Matters
Regardless of whether a customer is typing or using voice commands, they will always need to use words to tell search engines or AIs what they want. This is true whether they’re on Google, using ChatGPT, or using the internal search engine on a social media site. This all just shows that understanding search intent is no longer optional but a fundamental ingredient to online success.
Whether you’re trying to rank on Google or convert more of your site’s visitors into paying customers, keeping your content in step with what your audience is looking for makes all the difference. If any of this sounds relatable, it might be time to reach out to a Singapore-based SEO agency that truly understands what your market is thinking of.
Also Read: How a Top SEO Company in Toronto Drives Leads Through Google and LLM Search
