What is User Intent in SEO?

SEO – you either love it or hate it.

For many SaaS companies they have one of the following experiences with SEO.

1. Hire an agency – don’t get results
2. Try it themselves – results are slow so they move on to strategies like paid ads to move the revenue needle
3. Don’t have time to figure out SEO or stay up to date with all the latest changes and best practices
4. Have scaled their marketing in a different channel and are starting to consider SEO

Without a doubt SEO is the highest ROI marketing channel there is. Afterall, you are getting “FREE” traffic from Google.

Rank for the right search term and you will have ideal customers signing up for your product without having to pay to get in front of them. It’s a dream.

But often SaaS marketers and founders have the wrong idea of how to start with SEO.

Typically a marketer will fire up a tool like SEMrush and Ahrefs to find keywords to start writing content for. I’ve been there, I’ve done that. Yes it can work, but there is a better way.

Let’s break down user intent and show why it’s the FIRST step a marketer should consider when executing a SEO strategy.

What is User Intent in SEO?

User intent—also known as search intent—refers to the primary goal or purpose behind a user’s search query. When someone types a phrase into Google, they have a specific outcome in mind, whether it’s gathering information, navigating to a website, or making a purchase.

There are four main types of user intent:

• Informational: The user is seeking knowledge or answers (e.g., “how to fix a leaky faucet”).
• Navigational: The user wants to find a specific page or website (e.g., “Facebook login”).
• Transactional: The user is ready to buy or complete an action (e.g., “buy iPhone 13”).
• Commercial Investigation: The user is researching products or services before making a decision (e.g., “best laptops for video editing”).

Each type of user intent requires a specific type of content. Content that answers the user’s query quickly, clearly, and efficiently is more likely to rank higher because it directly addresses the user’s needs.

Put yourself in Google’s shoes for a minute. The more relevant the content, the better experience a searcher has – the more likely they are to continue to come back for more search queries. This means more ad revenue can be shown and Google can continue to profit.

How Google Prioritizes User Intent in Search Results

Google’s mission has always been to deliver the most relevant and useful content to its users. It does this by trying to understand not just what users are searching for, but why they are searching. This is where user intent comes into play.

Google uses several features to predict and surface content that matches user intent. Some of the key features include:

• Autocomplete: As users type, Google suggests common search queries that reflect popular searches with similar intent. This helps users refine their queries and allows Google to better anticipate their needs.
• People Also Ask: Google provides a list of related questions commonly asked by other users, indicating a deeper understanding of the nuances in search intent.
• Related Searches: Displayed at the bottom of search results pages, this feature suggests other queries that may be relevant, helping users broaden or narrow down their search based on their intent.

These tools show how Google doesn’t just rely on keywords; it relies on understanding the purpose behind those keywords. This means that if your content isn’t aligned with user intent, Google will push it aside in favor of content that is.

Why UI/UX Matters for Google and SEO

Meeting user intent isn’t just about having the right content—it’s also about delivering that content in a user-friendly way. Google considers User Experience (UX) and User Interface (UI) factors when ranking sites.

Metrics like bounce rate, time on page, and page load speed are critical signals. If users quickly leave your page because it doesn’t answer their query—or because it’s too slow or difficult to navigate—Google interprets this as a failure to meet user intent. Websites with seamless UI and high-quality UX that engage users for longer periods tend to rank higher.

Google’s emphasis on Core Web Vitals—a set of metrics focused on load speed, interactivity, and visual stability—reflects the growing importance of user satisfaction in SEO. Content alone won’t carry your site to the top if the experience is poor.

How to Identify and Align Content with User Intent

Understanding and catering to user intent involves both research and thoughtful content creation. Here are practical ways to get started:

• Use Google’s Features: Pay close attention to autocomplete, People Also Ask, and Related Searches when doing keyword research. These tools give valuable insight into the types of questions users ask and how Google interprets their intent.
• Analyze Competitors: Look at what competitors in your industry are doing for top-ranking content. How are they addressing user intent in ways that make them more relevant to the search query?
• Leverage SEO Tools: Tools like Google Search Console, Ahrefs, and SEMrush provide insights into what search terms users are typing in, the pages they land on, and how well those pages are performing. This data helps you optimize your content to better meet user expectations.

By understanding what people are looking for—and how they’re looking for it—you can create content that speaks directly to their needs, leading to higher engagement and better rankings.

Product-Led SEO vs. Traditional SEO: What’s the Difference?

Traditional SEO has long focused on keyword volume and backlinks—with the goal being to drive as much traffic as possible. But more traffic doesn’t always mean more conversions. Enter Product-Led SEO, a strategy that focuses on creating content around how your product or service solves user problems.

Product-Led SEO starts by understanding user intent and crafting content that directly aligns with it. Instead of focusing solely on keyword rankings, you focus on answering user questions, addressing their pain points, and providing real solutions through your product. This is especially valuable for SaaS companies, where content needs to show how your software meets user needs in real-life scenarios.

This approach offers a sustainable, long-term SEO strategy that generates qualified leads, not just traffic.

Writing Content That Meets User Intent and Satisfies Google

In the end, understanding and writing for user intent is the key to unlocking higher search rankings and greater engagement. Google’s entire search engine is built around the idea of delivering the most relevant, helpful content to users, which is why user intent plays such a pivotal role in SEO.

If you want to succeed, you need to align your content with the questions users are asking and the solutions they’re seeking. It’s time to move beyond the old keyword-traffic game and embrace a Product-Led SEO approach—one that focuses on solving problems and satisfying both users and Google.

Now’s the time to rethink your SEO strategy and create content that drives real results by putting user intent at the center.