Content Caffeine: North Star Inbound's newsletter for the content-obsessed.

3 Search Intents Most SEOs Ignore OR
How to STOP Including Definitions in Every Post.

Google is getting pretty good at figuring out what people want to see when they search.

We learned from recent documents in the antitrust trial that Google tracks user interactions on the SERP to understand how people respond to its results. If a page gets more clicks than the data says it should for that position, it may get a boost.

This is yet another reason to meet user intent. But most SEOs aren’t looking at the complete picture.

Putting together a thoughtful and differentiated piece is more than deciding if a keyword is informative, navigational, or transactional and then just throwing in everything you have and seeing what sticks.

By evaluating the following three types of intent and understanding the client’s audience, you can create something genuinely unique and valuable.

Three Other Types of User Intent

When analyzing user intent for a query, we can break it down further into the following three categories:

• Active intent: Exactly what the user is searching for.
• Passive intent: Related information the user likely needs or wants to know next.
• Latent intent: The unwritten query behind the search. What the user really wants to see, whether they know it or not yet.

Let’s go through these one by one using the following examples:

Active Intent

This intent is described explicitly by the syntax of the query. It’s what the keyword language literally means at the most simple and surface level.

For example, when someone searches for “backhoe weight” they want to know the weight of that machine.

If they’re looking for “alternatives to dental implants,” they likely want a list of dental treatments that fix the same issue as dental implants.

When structuring your content, you’ll want to satisfy the active intent immediately.

Like, as soon as possible.

Users shouldn’t have to search through the article or use the command + F to locate their answer.

Give it to them on a plate.

For example, you can show the average weight of a backhoe in the introduction (in bold) and then offer an HTML table that lists backhoe weights by the size of machine under the first H2.

When writing about dental implant alternatives, you can include the types in your heading structure, grouped by use case, and have a quick reference visual asset near the top of the post that breaks down the considerations for each, such as cost.

Passive Intent

You’ve met the active intent and given users the answer they searched for, so your job is done, right?

Not yet.

Instead of filling in the rest of the article with every content recommendation your SEO tool says is related to the topic, think more critically about what will be most actionable or applicable to the user.

This is passive intent — or what the user needs to know next after you’ve answered their main question.

Once users know how much a backhoe weighs, do you really think they want to read 500 words on “what is a backhoe?” They know that — or they wouldn’t have searched.

You should give them what they genuinely need to know after and how they can act upon the information you’ve already given them.

For example:

After learning the weight of their backhoe, users may want to see how weight affects the machine’s power. Or which options are viable to transport it safely to a job site.

Once they’ve seen a list of dental implant alternatives broken down by cost and purpose, users may want to know more about the pros and cons of each, plus some expert advice for choosing which will work for them.

If you fully satisfy passive intent, users don’t need to return to the SERP.

AND, the best part…

Passive intent allows you to naturally position your product as a solution to the user’s problem. Assuming of course, that it genuinely is one.

If users find they can’t transport their backhoe to the site, they can solve this by renting one from an equipment rental service…

If users can’t afford the typical alternatives to dental implants, they may want a cheaper solution they can order online…

Answering both active and passive intent doesn’t just paint a full and detailed picture for the user and answer their question; it allows you to market to them naturally.

Latent Intent

This is where it gets interesting.

And where we continue to step back from traditional SEO to a broader view of marketing and consider the user’s need state.

You’ve given them the answer they wanted and pre-empted what they’d search for next. What’s left?

The unmet need that is motivating them to search.

There are several ways to meet this, from including information to adjusting tone and structure. But at the root is this:

Empathize with your user.

For example, why do users want to know the weight of their backhoe? Maybe they’re worried it’s unsuitable for a specific job. Perhaps just got a new landscaping gig at a golf club but don’t want to tear up the turf driving across it?

Why do users want an alternative to dental implants? Maybe they want cheaper options — but also, maybe they have gum health issues that would affect the viability of an implant, or they want a less invasive option because — to put it bluntly — they hate being in the dentist’s chair.

You don’t need to sit your user persona down on the therapist’s couch or try to read anyone’s mind. But if you put yourself in the user’s shoes and position your content to solve problems in the real world, not just please the algorithm, it’ll resonate more with real people.

Of course, not every query has a deeper meaning behind it.

But here are some ways to start deciphering latent intent:

1. Look at keyword modifiers for low-volume keywords with the same intent. If your lease agreement keywords have the modifiers “simple” or “one-page,” the audience will likely be first-timers renting a room out rather than professional landlords. Design your content accordingly and make it accessible for beginners.
2. Go beyond the SERP. Although the SERP and keyword data can reveal a lot about user intent, thorough topic research unveils new angles on the query that will help you create a comprehensive answer and consider wider perspectives. Dig into forums and YouTube videos to see what people are really saying.

Content That Resonates — and Converts

When you satisfy user intent in these three ways, users are more likely to stay on the page and browse through the rest of the site, which we now know from Google can affect ranking.

And, if you’re targeting topics like this intentionally as part of your content strategy, then it also allows you to naturally position CTAs to your products.

I hope these insights help. For more tips, follow me here. To explore our work further, reach out here.

Best,

Nicole DeLeon
​

See our work! Check out more of our work or how we might help you achieve your organic goals.