How to Choose Better SEO Keywords
Choosing the right keywords is one of the most important parts of SEO, but finding keywords with a large search volume isn't enough.
A keyword can receive thousands of searches every month and still be almost useless to your business if the people searching for it aren't looking for what you sell.
This is where search intent becomes important.
Search intent is the reason behind a search. It helps you understand what someone is actually trying to find, learn, compare or buy when they type a query into Google.
For a small business, understanding search intent can help you choose better keywords, create more relevant pages and attract visitors who are much more likely to become customers.
What Is Search Intent?
Search intent is the underlying reason why somebody performs a search on Google.
For example, someone searching for "how to fix a leaking tap" is probably looking for information.
Someone searching for "plumber near me" is more likely to be looking for a service.
Someone searching for "best plumbers in Leeds" may be comparing different businesses before deciding who to contact.
These searches are all related to plumbing, but the people making them are at different stages of the decision-making process.
That difference matters when you're deciding which keywords to target and which pages to create.
Why Does Search Intent Matter for SEO?
Google's job is to provide results that are useful for the search being performed.
If someone searches for a particular service but the page they land on only provides general information, it may not satisfy what they were looking for.
Likewise, creating a sales page for someone who is clearly looking for an educational answer may not be the best match for that search.
Good SEO isn't simply about putting keywords on a page. It's about creating a page that is genuinely relevant to what the searcher wants.
This is why search intent should be considered before you start writing or optimising a page.
The Four Main Types of Search Intent
Search intent is often divided into four broad categories: informational, navigational, commercial investigation and transactional.
Real searches aren't always neatly placed into one category, but these groups provide a useful way of thinking about what potential customers are trying to accomplish.
1. Informational Search Intent
Informational searches happen when somebody wants to learn something or find an answer.
Examples include:
- What is local SEO?
- How does SEO work?
- How much does SEO cost?
- How do I improve my Google ranking?
- What is Google Search Console?
These searches don't necessarily mean the person is ready to buy something immediately.
However, they can still be valuable for a business.
A useful informational article can introduce someone to your business, demonstrate your expertise and potentially lead them towards your services later.
For example, this article is aimed at people who want to understand search intent and choose better SEO keywords.
3. Commercial Investigation
Commercial searches happen when someone is researching options before making a decision.
They may be comparing businesses, products, services, prices or solutions.
Examples include:
- Best SEO consultant in Leeds
- SEO companies for small businesses
- SEO consultant vs SEO agency
- Best website optimisation service
- How much does SEO cost in the UK?
These searches can be extremely valuable because the person has moved beyond simply learning about a problem and is considering their options.
Useful comparison pages, service guides, case studies and detailed service pages can all help address this type of intent.
4. Transactional Search Intent
Transactional searches indicate that someone is looking to take action.
That action could be buying a product, booking an appointment, requesting a quotation or contacting a service provider.
Examples include:
- SEO consultant Leeds
- SEO services Leeds
- SEO consultant near me
- Local SEO services
- Website optimisation consultant
These keywords can be particularly important for businesses because the searcher may already be close to making a purchasing decision.
Not Every High-Volume Keyword Is a Good Keyword
One of the biggest mistakes businesses make with SEO is choosing keywords based primarily on search volume.
A keyword with 10,000 monthly searches might look much more attractive than one with 100 searches.
But what if the 10,000 searches are mostly from people looking for information that your business doesn't provide?
Meanwhile, the 100 searches could come from people actively looking for the exact service you offer.
The smaller keyword could therefore be far more valuable.
The goal isn't to attract the maximum possible number of visitors.
The goal is to attract the right visitors.
How to Identify Search Intent for a Keyword
One of the simplest ways to understand search intent is to search the keyword yourself.
Look at the results Google is already showing.
Are the results mostly articles and guides?
Are they product pages?
Are they local businesses?
Are there comparison websites?
Are there maps and local results?
Are there videos?
The search results provide useful clues about what Google believes people want when they perform that search.
You don't have to copy the existing results, but you should understand the type of content that appears to satisfy the query.
Look at the Wording of the Keyword
The wording of a search can also reveal a lot about intent.
Words such as what, why, how and guide often indicate informational intent.
Words such as best, review, comparison, cost and vs can indicate commercial investigation.
Words such as buy, book, hire, quote, service and near me can indicate stronger commercial or transactional intent.
These aren't strict rules. Search behaviour is more complicated than a list of trigger words, so always consider the actual search results as well.
Match the Keyword to the Right Page
Once you understand the intent behind a keyword, you need to decide which type of page should target it.
An informational query might be best served by a detailed blog article.
A service-related query might need a dedicated service page.
A local search may need a properly developed location or service-area page.
A commercial investigation query might be better suited to a comparison, pricing or service-selection page.
This prevents you from trying to make one page rank for every variation of every keyword.
Don't Force Every Keyword onto Your Homepage
Your homepage is important, but it shouldn't necessarily be the page you use to target every keyword related to your business.
Imagine that you run an SEO consultancy offering technical SEO, local SEO and website optimisation.
Trying to target all three services equally on one homepage could make the page unfocused.
Dedicated pages allow you to explain each service properly and give potential customers a clearer route to the information they need.
This is also where good website optimisation and website structure become important.
Use Keywords to Understand Your Customers
Keyword research isn't just an SEO exercise.
The language people use in Google can tell you what problems they are experiencing, what questions they have and what they care about.
For example, a business might discover that potential customers search for:
- How much does SEO cost?
- How long does SEO take?
- SEO consultant near me
- Can SEO help a small business?
- Why isn't my website ranking?
Each search reveals something different about the customer's concerns.
Those questions can then help shape your website content and sales process.
Use Google Search Console to Find Real Search Queries
If your website is already receiving organic search traffic, Google Search Console can provide some of the best keyword information available to you.
Instead of relying entirely on keyword research tools, you can see the actual searches for which Google has shown your website.
You may discover searches that you weren't deliberately targeting.
These can reveal new opportunities for improving existing pages or creating genuinely useful new content.
If you're not familiar with Search Console, our guide to Google Search Console for small business explains the main reports and metrics you should be checking.
Think About the Customer's Position in the Buying Journey
Search intent often changes as someone moves closer to making a purchase.
Someone might initially search for:
"What is SEO?"
Later they might search:
"How much does SEO cost for a small business?"
Eventually they might search:
"SEO consultant Leeds"
These searches could all come from the same person at different stages.
A strong SEO strategy can provide useful content for different stages rather than trying to turn every search into an immediate sales opportunity.
Local Search Intent Is Particularly Important for Small Businesses
If your business serves a particular town, city or region, location can dramatically change search intent.
Someone searching for "SEO consultant" could be looking anywhere in the country.
Someone searching for "SEO consultant Leeds" has provided much more information about what they want.
Local searches can therefore be highly valuable for service businesses that operate within defined geographical areas.
Your location pages should be genuinely useful rather than simply repeating the same content with a different town name.
For businesses targeting Yorkshire, you can see our SEO services in Leeds page as an example of a location-focused landing page.
SEOLIT also provides location-specific SEO information for other areas, including SEO services in Bradford .
How Many Keywords Should One Page Target?
There is no magic number.
A good page can naturally rank for many related searches without trying to assign a separate keyword to every sentence.
Instead of asking, "How many keywords can I put on this page?", ask:
"What does someone searching this topic actually need to know?"
Then create the most useful page you can for that subject.
Related phrases and variations can appear naturally when the content genuinely covers the subject.
Don't Create a Separate Page for Every Tiny Keyword Variation
Creating hundreds of pages that are almost identical except for a slightly different keyword or location is rarely a good SEO strategy.
If several keywords have essentially the same intent, they may be better served by one strong page.
For example, searches such as "SEO consultant", "SEO consultancy" and "SEO consultant services" may have enough overlap that creating three nearly identical pages would provide little additional value.
Instead, create one useful page that comprehensively addresses the underlying topic.
What Makes a Keyword Valuable to a Small Business?
A useful keyword should be considered from several angles.
Relevance: Does the search relate directly to your business?
Intent: Does the searcher's reason for searching match the page you want them to visit?
Commercial value: Is there a realistic possibility that the search could lead to an enquiry, sale or customer?
Competition: Can your website realistically compete for the query?
Location: If your business is local, does the search reflect the areas you actually serve?
Content opportunity: Can you create something genuinely useful that satisfies the search?
Search volume is useful information, but it should be considered alongside all of these factors.
A Simple Search Intent Keyword Process
If you're doing your own SEO, try this process before creating a new page.
- Write down the keyword or search query you want to target.
- Search for it on Google.
- Look carefully at the types of results appearing.
- Work out what the searcher is actually trying to accomplish.
- Decide whether the intent is informational, navigational, commercial or transactional.
- Choose the most appropriate page type.
- Check whether you already have a page that satisfies that intent.
- If you do, improve that page rather than automatically creating another one.
- If you don't, consider whether creating a new page would genuinely help your customers.
- Use Search Console later to see which searches the page actually receives.
Search Intent Can Improve Your Entire Website
Understanding search intent doesn't just help you choose keywords.
It can improve the structure of your entire website.
You can create informative content for people researching a problem, service pages for people looking for solutions, location pages for local customers and commercial pages for people comparing their options.
This creates a much more useful website than one where every page simply tries to rank for as many keywords as possible.
If you are reviewing your website's structure, content and SEO foundations, our SEO consultant services can help you identify areas that may need attention.
Search Intent Is About People, Not Just Keywords
The most useful way to think about search intent is to forget the keyword for a moment and think about the person typing it into Google.
What problem are they trying to solve?
What information do they need?
Are they researching, comparing or ready to take action?
What would make them feel that they have found the right answer?
When you build your pages around those questions, your SEO becomes much more focused.
Final Thoughts
The best keywords aren't necessarily the ones with the biggest search volumes.
They are the searches that are relevant to your business, match the services you provide and connect you with people who are genuinely looking for what you offer.
Understanding search intent helps you make that connection.
Before creating your next SEO page, don't just ask which keyword you want to rank for.
Ask why someone is searching for that keyword and what they expect to find.
That simple change in approach can lead to better pages, more relevant traffic and ultimately more opportunities to turn search visitors into customers.
Frequently Asked Questions
What is search intent in SEO?
Search intent is the reason behind a person's search query. It describes what they are trying to find, understand, compare or do when they use Google.
Why is search intent important for SEO?
Search intent helps you create pages that match what people are actually looking for. A page that closely satisfies the purpose behind a search is more useful to the visitor and can be a better match for the query.
What are the four types of search intent?
The four commonly used categories are informational, navigational, commercial investigation and transactional intent. Some searches can overlap between categories.
How do I find keywords with buying intent?
Look for searches that indicate someone is considering or ready to take action, such as searches containing terms like service, consultant, quote, hire, book, buy or near me. You should also examine the actual Google results because the wording of a keyword alone does not always reveal its intent.
Should I target high-volume keywords?
Search volume is useful, but it shouldn't be the only consideration. A lower-volume keyword that closely matches your service and attracts potential customers can be more valuable than a high-volume keyword with little commercial relevance.
How can Google Search Console help with search intent?
Google Search Console shows the queries for which your website has received impressions and clicks. This can reveal what people are actually searching for and help you identify opportunities to improve existing pages or create useful new content.
Should every keyword have its own page?
No. If several keywords have the same underlying search intent, one strong page may be more appropriate than several pages containing very similar content. Focus on satisfying the searcher's needs rather than creating a page for every keyword variation.
Does search intent matter for local SEO?
Yes. Local search intent can be particularly important for businesses serving specific towns, cities or regions. Searches containing a location can indicate that someone is looking for a business or service in a particular area.
Need Help Choosing the Right SEO Keywords?
If you're unsure which keywords your business should target, SEOLIT can help you look beyond search volume and focus on relevance, search intent, competition and commercial value.
Take a look at our SEO keyword information, explore our SEO consultant services or see our SEO prices and packages.
If you're targeting customers outside London, you can also explore our location-specific SEO services, including SEO in Leeds and SEO in Bradford.
