Predicting User Search Intent
Search intent is the reason behind every Google search. Whether someone’s looking for a dinner recipe, a website to buy from, or a breakdown of a trending topic, they’re not just typing words into the search bar—they’re asking a question, even if it’s not in question form. Our job as content creators, bloggers, or business owners is to understand that intent and deliver exactly what the person hopes to find.
I spend a lot of time thinking about this when working on client's keyword strategy. Not just what are people searching for, but why. What are they hoping to learn or accomplish when they click that result? What’s the next piece of information they’ll need? When you can answer those questions clearly, your content becomes more useful—and more visible.
What is Search Intent (And Why Does It Matter)?
Search intent is the purpose behind a search query. It tells us why someone is searching.
There are four main types:
Informational – looking for knowledge (e.g., “how to start a podcast”)
Navigational – trying to find a specific site (e.g., “Spotify podcast login”)
Transactional – ready to buy (e.g., “buy podcast mic”)
Commercial investigation – researching options (e.g., “best podcast mic for beginners”)
Knowing the intent behind a search helps you create content that meets the need. If someone’s just learning, they probably don’t want a sales pitch. If someone’s ready to buy, they don’t need a long intro—they need your product.
Understanding Local Search Intent (It’s Not What You Think)
Here’s something a lot of new bloggers and business owners get wrong: if you're trying to reach a local audience, people aren’t literally typing “near me.” What they’re actually searching for is “[type of business] in [city or neighborhood].”
So if you run a bakery in Atlanta, you shouldn’t be trying to rank for “best bakery near me.” You should be targeting “best bakery in Atlanta” or even “downtown Atlanta bakery” if that fits your location.
Understanding local search intent means knowing how people talk about places—not just what they want, but where they want it. This applies to more than just restaurants. I’ve worked with service-based businesses like designers and photographers that cater to specific regions. The key is to match how real people search.
Predicting User Search Intent
It’s not just about reacting to what people are searching now. You also want to anticipate what they’ll be searching next. That’s what predicting user search intent is about.
Let’s say someone searches “how to make plantain chips.” A few scrolls later, they’re probably also going to want to know “how to store homemade plantain chips” or “best oil for frying plantain chips.” That’s your opportunity to answer the next question before they ask it.
I like to use tools like Google autocomplete, People Also Ask, and even Pinterest search suggestions to figure out what else users might want. But it also comes down to common sense: what would you need next if you were the one searching?
Don’t Force It: A Quick Story
I once had a client try to force their recipe into a high-volume keyword that didn’t really fit. The keyword was tempting—decent traffic, low competition—but the recipe just wasn’t what people were expecting when they clicked. Guess what happened? The post flopped. People clicked in, got confused, and bounced.
Trying to game the system like that usually backfires. Google is getting smarter every day, and more importantly—people can tell when your content doesn’t match what they’re looking for. So even if you get the clicks initially, you’re not going to keep that traffic.
Tips to Stay on Track
Match your content to the real question. Don’t just chase keywords—ask why someone would be searching for that term.
Think like your reader. What do they want to know next? What would help them feel like “this is exactly what I was looking for”?
Don’t stuff local content with ‘near me.’ Use actual city names or neighborhoods your audience would include in a search.
Don’t force it. If a keyword doesn’t fit your content, skip it. Find one that makes sense for what you’re actually offering.
Ready to Get Clear on What Your Audience Is Searching For?
If you’re feeling unsure about how to align your content with the right keywords—or if you’re ready to stop guessing and start seeing results—book a consultation with me today. We’ll talk through your SEO needs and map out a strategy that works for your audience and your goals.
