You’re not alone if SEO feels intimidating to you. A lot of information out there makes it feel more complicated than it actually is, so those three little letters start to feel like yet another piece of technical jargon that you don’t want to deal with. Not to mention all the other terms that come with it: search volume, keyword difficulty, SERP, metadata …
SEO data has its place, of course, but the key to truly understanding the concept is more approachable than you think. It’s human and relatable. Something you very likely have experience with if you’ve ever looked for something online. What I’m talking about is search intent. The reason behind the search. Or, more accurately, understanding the behaviour and mindset of the person behind the search. Once you know what your customers are looking for, choosing the right keywords and creating valuable content becomes that much easier.
If you’re ready to finally demystify SEO, you’re in the right place. I’ll be breaking down the concept of search intent below, so fashion and lifestyle brands can create the content that their ideal audiences wants to find.
Search intent: the human side of SEO
While there’s more to SEO than search intent, understanding what your customers want—and how they’re trying to find it—is one of the best places to start.
That’s where search intent comes in. Simply put, it’s the “why” or reasoning behind a search. The driving factors behind the keywords. The human element behind your whole strategy.
Let’s say there’s a young woman named Tara who loves wearing jewelry and going to the beach. Her current collection is filled with cheap costume jewelry that quickly tarnishes after water exposure. She’s sick of it, so she’s in the market for higher quality jewelry that can withstand her long days by the water. This is her search intent, which will influence the keywords she’ll type into the search bar. Jewelry brands that cater to women like Tara need to figure out which kinds of keywords she’s using, which is honestly pretty straightforward. If you’ve already guessed terms like “waterproof jewelry”, “high quality waterproof jewelry”, and “tarnish-free jewelry”, you’re on the right track to understanding search intent.
The four main types of search intent
So, you can see that the underlying principle of SEO and search intent isn’t complex. Try to step inside your ideal customer’s shoes and figure out what they’re searching for. There is a caveat, though: similar keywords can sometimes reflect different types of intent.
Let’s go back to that waterproof jewelry example. Tara is in a position where she’s ready to buy. She’s fed up with her cheap costume jewelry, and she wants something cute for her next beach day ASAP. Then there’s Lily, who lives in another city. A friend of hers just told her about waterproof jewelry, and she’s intrigued. She decides to look it up, even though she’s not actively looking to add to her jewelry collection. So even though both women are using the same keywords, they have different intentions behind their searches. That’s why it’s helpful to understand the four main categories of search intent, so you can plan and structure your content accordingly.
These categories aren’t always completely clear-cut. Some searches contain a mix of intentions. Still, they provide a helpful framework for planning your content.
Search intent category 1: informational intent
This is when people are searching just to learn something new, like the Lily example I shared above. These customers aren’t necessarily looking to buy, but they have a problem that needs to be solved and they’re actively looking for information. For fashion and lifestyle brands, examples of SEO content geared towards informational search intent could look like:
– How-to guides (how to care for gold vermeil jewelry, how to build a capsule wardrobe, how to choose the right sunglasses for your face shape)
– Basic overviews of specific topics (what is glass skin? How does merino wool differ from cashmere?)
Essentially, informational content covers the classic five Ws and one H: who, what, where, when, why, and how. It doesn’t necessarily have to be all blog posts, either. FAQ pages are also helpful for answering informational intent search queries.
While this type of content might not lead to direct sales, it’s still valuable and serves as a gateway to your brand. It could very well lead to a new customer down the line, even if it doesn’t convert immediately.
Search intent category 2: commercial intent
This category is for people who are thinking of purchasing but still aren’t ready to commit because they’re weighing their options.
Content centered around commercial intent should really highlight what makes your brand or product(s) special to position it as the best choice. You could create listicles that offer immediate comparison, using keywords like “best sustainable clothing brands in Canada”. Or you could focus on more specific materials, like “linen vs cotton bedsheets.”
You don’t have to focus solely on blog content here, either. Commercial intent can also shape your website copy. For example, if customers care about natural materials/ingredients and eco-friendly packaging, make those qualities clear on relevant product, collection, and brand pages.
Search intent category 3: transactional intent
This category applies when customers are ready to buy or take another form of action. Maybe the customer has already done their research, maybe they’re in a time crunch and they need something now, or maybe they’re just in a shopping mood. Either way, their search terms will be to the point so they can check out. Think straightforward keywords like “buy sterling silver hoop earrings”, “shop women’s black leather biker jacket”, or “book a facial in Montreal”.
To appeal to these kinds of customers, make sure your collection, category, and product pages are optimized.
Search intent category 4: navigational intent
This category isn’t quite as exciting as the others, but it’s still important for providing a good customer experience. Navigational intent applies when someone is trying to find a specific brand, business, website, or webpage. They might search for your brand name on its own or use phrases like “[brand] size guide,” “[brand] returns,” or “[brand] store hours.” Make these pages easy to find, clearly labelled, and accessible through your website navigation.
Why keywords alone don’t tell you enough
You should be able to get a good idea of the kinds of search terms your customer would use by simply imagining a scenario that would make them want to look into or buy your products. Especially since we’ve all been there. However, it’s important to always dig deeper than the keyword itself and remember the different types of intent behind it. A keyword reveals the subject, but search intent explains the desired outcome.
Someone searching for just “waterproof jewelry” might be shopping, but they might also be trying to learn about what makes the jewelry waterproof. Someone searching for “stainless steel jewelry vs solid gold jewelry” is probably in the comparison shopping phase. Someone looking for “the best waterproof jewelry for the beach” is closer to buying, but they’re still looking for recommendations before they make their final decision. But “buy waterproof jewelry in Vancouver”? That person is closest to being ready to hit the “add to cart” button.
This is why it’s important to pay attention to all the little details in a keyword or search phrase, and to think of the reasoning behind them.
How to use search intent to choose better keywords
Now that you understand what search intent is, it’s time to put it into practice. Get into the habit of performing this human-focused search intent routine before you open up your SEO tools:
– Think about what your ideal customer needs to solve a problem in their life. This could be a ready-made product, or a piece of content that answers some pressing questions they have.
– Translate that need into the language they might type into Google or any other search engine. To do this, think about the search terms you would use to find information you’re looking for or a product you might need. You likely do this every day, so don’t overthink it!
– Enter the terms into your search engine of choice, and scan the results to see what comes up. Look for variations of the keyword that share the same intention (the “People also ask” section can be great for this). Also pay attention to the types of results that come up. Are you seeing a lot of blog articles? Product or category pages? Comparison guides? Videos? This will give you insight into the type of content you can create.
– From there, you can start to formulate your desired keywords and use SEO tools to refine your ideas. Tools are great for supporting your strategy, but they can’t replace your understanding of your customers, products, and business goals.
The end goal is to identify keywords and phrases that reflect what real people are searching for, then create content that gives them what they need.
The TL;DR Wrap-Up
– Search intent is the reason behind a search. It’s the thing a person wants to learn, find, compare, buy, or accomplish.
– The four main types are informational, commercial, transactional, and navigational.
– Similar keywords can reflect different intentions, so consider the desired outcome behind each search.
– Search the keyword yourself and study the results to see what kinds of content search engines currently prioritize.
– Match the intent to the right format, whether that’s a blog post, comparison guide, product page, collection page, or another website page.
– Use SEO tools to refine your keyword ideas, but let your knowledge of your customers and business guide the strategy.
– Above all, create content that gives people what they were hoping to find.
A simple search intent checklist for your next SEO project
Before writing a blog or creating a new page, stop and ask yourself:
– Who is making the search? Get specific and really try to put yourself in the customer’s shoes.
– What’s the end goal? What are they trying to accomplish? Are they looking to buy, or are they just looking to get some information?
– How much do they know already? This will help you understand how detailed you have to get.
– What type of content or page would be most valuable to them?
– Does the content or page provide the information or solution they’re looking for?
– Does it lead to a natural next step? Will it make them remember your brand?
Always work with the customer in mind, and creating helpful, SEO-friendly content will become that much easier.
SEO content & copy services for fashion & lifestyle brands
Does your brand need to step up its SEO game? Whether you need to optimize website copy and product pages or you want to launch a blog as part of an ongoing SEO strategy, I’m here to help. Learn more about my fashion & lifestyle SEO copywriting services here, or drop me a line if you’d like to chat directly!