Keyword intent refers to the purpose behind a user’s search query, indicating whether they seek information, navigation, or a transaction. Understanding keyword intent helps optimize content for better search rankings and user engagement.

HubSpot contributor Anna Rubkiewicz has published an article explaining why keyword intent matters and how it leads to higher search rankings.

She says, “In my opinion, keyword intent doesn’t get the credit it deserves when it comes to its impact on SEO. Getting it right is one of the must-haves in order to secure high search ranking results. How so? Think of the very way search engines work.

Google and its counterparts aim to show users relevant content and pages that help answer their questions. If you address a specific problem or topic with a keyword that’s relevant to the person’s intent, then Google can tell and consider it in the engine’s rankings.

Also, on top of “just” pleasing search engines, remember that understanding keyword intent helps you position yourself for phrases that relate to your offer. For example, we want HubSpot to appear in searches for “CRM.”

Beyond that, we want to optimize for more specific intents, like “how to keep my small business organized” or “how to organize my contacts.””

Why Keyword Intent Matters & How It Leads to Higher Search Rankings

HubSpot
Sharing is caring