Search Intent 101: What You Need to Know Before Starting Keyword Research

You've done the keyword research. Your course content is excellent. 

But no one's clicking, or worse, no one's finding it at all. Sound familiar?

As a course creator, you might be targeting what people are searching for, but missing why they’re searching in the first place.

Well, the problem is that you're searching for keywords without knowing why people search for them.

More than 99% of all searches in 2025 will be informational, navigational, commercial, or transactional. Marketers call this search intent, the real reason behind every Google search.

Below, we'll show you how to determine keyword search intent, why it is essential for SEO, and how to create content that delivers what your audience really wants.

Let’s turn those keywords into real course or membership sign-ups.

What Is Keyword Search Intent?

An online searcher looks for information based on their search intent. It clarifies what a user hopes to achieve when entering a query into a search engine. 

• What are they looking for? 

• Is it information, a solution, an online store, or a specific website? 

Keyword search intent helps us understand their motive beyond the phrases and keywords.

When users enter a query, they have an objective. When a user searches for the "best online course platform," they are looking for information about the best online course platform, and these keywords can help people choose among platforms and make them buy. So, this is a commercial keyword.

Conversely, "how to create a course" refers to guides or instructional content designed to guide the user transparently.

However, identifying the search intent of a subject enhances the quality of content by aligning it with what the user truly wishes to find. 

If a user finds what he intends, the content is likely to gain positive interactions, page visits, revenue, and retention.

Search intent forms the basis of informed SEO strategies because it identifies what people search for and the reasons behind their searches.

Why Keyword Search Intent Matters More Than Ever Now

Back in the early days of SEO, rankings were all about keyword stuffing. If someone searched for “best running shoes,” websites would repeat that phrase endlessly just to climb the ranks.

But in 2025, the SEO game has completely changed.

We’re experiencing ‘SEO is dead’ slogans now! Google AI Overviews are reshaping how your content shows up in search. With AI Overviews, Google uses generative AI to summarize answers right at the top of search results.

Google no longer just scans for specific terms; it analyzes the intent behind every search.

Google doesn't simply extract articles with the keywords and phrases. Rather, this search engine can interpret user needs better than ever. That means it’s more crucial than ever that your content directly addresses the searcher’s intent.

In other words, Google rewards content that’s helpful, human, and aligned with what the user truly wants to know. Your content needs to match that purpose to perform well in the SERP.

What Keyword Search Intent Means for You as a Course Creator

If you're only focusing on keywords, you're falling behind.
Instead, try to create content that:

1. Clearly answers real questions your learners are asking

2. Matches the searcher’s intent (consider whether they are researching, comparing, or ready to buy)

3. Offers value, context, and clarity from start to finish

With Google's latest updates, content that’s helpful and intent-driven doesn’t just rank, it gets featured in AI Overviews, rich snippets, and “People also ask” sections.

In 2025, SEO isn’t about tricking algorithms; it’s about genuinely helping people. That’s where you should focus now as a course creator.

The Four Main Types of Keyword Search Intent

Understanding search intent isn’t just an SEO trick; it’s the foundation of effective content creation. Here are the four main types of search intent:

1. Informational Intent: When People Are Curious

This is the most common type of keyword search intent when someone is just trying to understand something better. They might be new to a topic or in the early stages of research. There's no buying decision happening yet. They want answers, knowledge, or clarity.

Example:

A user types in: "What is mindset coaching?" or "How to grow an email list." They're not ready to enroll in your course yet, but they're still exploring.

This is your chance to educate, not sell. You want to build trust and become their go-to information source.

Best content formats for course creators:

• Introductory explainer videos

• Course landing page

• Downloadable checklists or cheat sheets

• Free webinars or workshops

• Blog articles that answer common questions
  

EzyCourse is an all-in-one online course platform that lets you:

• Create any type of course landing page within minutes.

• Launch a free mini-course as a lead magnet.

• Use the blog feature to publish helpful, SEO-friendly posts.

• Run live webinars directly from the dashboard

• Offer a "Getting Started" guide for beginners right on your homepage
  

2. Navigational Intent: When People Know Where They Want to Go

Navigational intent happens when someone already has a destination in mind. They're searching for something specific, usually a brand name, a product, or a service they've already heard about.

Example:

"EzyCourse" or "Neil Patel Blog." These users aren't browsing; they're trying to find the fastest route to what they already want.

Make sure your site is optimized to show up when people search for your brand. That means strong SEO for branded keywords and a clean, intuitive site experience.

Here are some best practices you should follow:

• Use consistent naming across all pages.

• Make sure your domain, product name, and branding are searchable.

• Optimize your homepage, login page, and course pages with clear page titles and meta descriptions.
  

Pro Tip: Google your course name occasionally. See what ranks and make sure your top pages have your branding, CTA, and essential details.

3. Transactional Intent: When People Are Ready to Act

They are the users who are ready to take action. They've done their research and now want to buy, sign up, or enroll. They're not asking, "What is this?" They're asking, "Where do I get it?"

Example:

"Enroll in a mindset coaching course," "Buy a Canva Pro subscription," or "Start a free trial for project management software."

You want your landing pages and sales funnels to do the heavy lifting. Make sure your product is crystal clear and that CTAs (calls to action) are impossible to miss.

So, what works best:

• High-converting landing pages

• Strong CTAs like "Get Started," "Buy Now," "Claim Your Spot"

• Testimonials or reviews to reinforce the decision

• Transparent pricing and what's included
  

Keep in Mind: Remove friction. Don't ask them to jump through hoops. One clear checkout button is better than five scattered links.

4. Commercial Intent: When People Are Choosing Between Options

This is a powerful type of intent. These users aren't just researching anymore. They're deciding. They compare products, read reviews, check pricing differences, and weigh the pros and cons.

Example:

Thinkific vs. EzyCourse, or "best online selling platforms" or "heartbeat alternatives", all these keywords are commercial keywords. The searchers of these keywords are close to purchasing, but they want to feel confident about their choice.

Be transparent and helpful. Don't just say your product is "the best." Show them why. Use real examples, honest comparisons, and case studies that build trust.

What content works?

• Comparison blog posts (e.g., "EzyCourse vs Kajabi: Which Is Better for New Creators?")

• Listicles (e.g., "Top 5 Tools for Selling Digital Products in 2025")

• Review videos or demo walkthroughs.

• Customer success stories
  

Hope you have got the proper idea about search intent. Now, let’s move on to how to research keywords as a course creator.

How to Analyze Search Intent: A Complete Guide for Course Creators

Understanding keyword search intent is fundamental for creating courses or any type of content that resonates with users and ranks well in search engines.

Here we’ll take you through some strong strategies and actionable insights to identify search intent.

Step 1. Analyze the Search Engine Results Pages (SERPs)

Google’s SERPs are a goldmine of information about search intent. The search engine algorithm uses massive data and signals to deliver results best matching what users want. 

By carefully examining the SERP for your target keywords, you can infer intent based on:

Type of content ranking:

Are they course pages, blog posts, video tutorials, or FAQs? For example, a keyword like “learn graphic design for beginners” usually shows video tutorials, beginner guides, and free mini-courses, with clear informational or educational intent.

SERP features:

• Featured snippets and “People Also Ask” appear mostly for informational queries.

• Google Shopping ads and product carousels show up for transactional queries.

• Local packs and maps suggest local or navigational intent.

As a course creator, if your keyword shows featured snippets or FAQs, you’ll want to optimize your content to answer those questions directly.

Decode User Signals in Titles & Descriptions

Look closely at how top-ranking pages frame their titles and meta descriptions.

If you see phrases like:

• “free course,” “certified program,” “step-by-step guide,” or “get started”

  → Informational or beginner-focused intent

• “best course to buy,” “premium,” “discount,” or “top-rated”

  → Commercial/transactional intent
  

Example:
Searching “best SEO course for 2025” will typically return listicles, course comparisons, and affiliate reviews, which shows a strong buyer intent from users who are ready to make a decision.

2. Leverage Keyword Modifiers

Keyword modifiers help clarify the search intent for keywords behind a query. Recognizing these modifiers allows you to create content that directly addresses what the user is looking for.

Intent Types and Common Modifiers:

• Informational Intent

  • Common Modifiers: how, what, why, guide, tutorial, tips

  • Example Keyword: “how to build a website”

  • User Goal: Learn something or solve a problem
    

• Navigational Intent

  • Common Modifiers: brand names, site, official, login, home

  • Example Keyword: “Spotify login”

  • User Goal: Reach a specific website or page
    
    

• Transactional Intent

  • Common Modifiers: buy, order, discount, coupon, price, download

  • Example Keyword: “Download free keyword templates”

  • User Goal: Complete a purchase or action
    
    

• Commercial Investigation Intent

  • Common Modifiers: best, top, review, compare, vs, alternatives

  • Example Keyword: “best video editing courses in 2025”

  • User Goal: Evaluate options before buying
    
    

3. Use Keyword Research Tools to Identify Intent

Modern keyword research tools like Ubersuggest, Ahrefs, and SurferSEO now provide intent classifications that help marketers segment keywords quickly and plan their content strategies more effectively.

But How to Use UberSuggest for Intent Insights?

We’re using UberSuggest to identify search intent. 

Step 1: Sign Up and Log In

• Go to the Ubersuggest website.

• Sign up for a free account (or log in if you already have one)

• Once logged in, you’ll land on your dashboard.

Step 2: Start a Project (Optional but Recommended)

• Go to the right side, then click on the sidebar, then you will see the interface.

• Click “Add Your First Project” (if you want to track your own website’s keywords and competitors over time).

• Enter your website’s URL and name.

• Select your main country or city (or add multiple locations if needed).

• Add keywords you want to track (e.g., “how to lose weight”, “best low fat foods”).

• Add competitors (manually or from suggestions) to track their keywords as well.

• Click “Next” and follow prompts to connect Google Analytics/Search Console for more accurate data (optional but useful).

Step 3: Use the Keyword Analyzer

• From the left menu, click “Keyword Analyzer” (or “Keyword Overview” if available).

• Let’s say you are a nutrition coach. You want to make a diet plan lesson content with the keyword ‘keto diet’. So, you need to enter your seed keyword (e.g., “keto diet”).

• Select your language and location (e.g., English, United States).

• Click “Search.”

Step 4: Review Keyword Data

• View the main metrics:

  • Search Volume: How many people search for this keyword each month?

  • SEO Difficulty: How hard is it to rank for this keyword (0–100).

  • Paid Difficulty: How competitive paid ads are for this keyword.

  • CPC (Cost Per Click): Average cost for a paid ad click.
    

• Example:

Keyword: “keto diet”

• Search Volume: 301,000

• SEO Difficulty: 95

• CPC: $1.71
  

Step 5: Explore Keyword Suggestions

• Scroll down to find keyword suggestions.

• Use filters:

  • Suggestions: Close variants of your seed keyword.

  • Related: Keywords on similar topics.

  • Questions: Questions people ask about your topic.

  • Prepositions: Keywords with “for,” “with,” “vs,” etc.

  • Comparisons: Keywords comparing two things (e.g., “keto vs paleo”).
    

Example:

• Suggestions: “keto diet plan,” “keto diet for beginners”

• Questions: “Is keto diet healthy,” “how to start a keto diet?”

• Comparisons: “keto vs paleo,” “keto vs intermittent fasting”
  

If you are a nutrition coach selling your online nutrition courses or coaching, try to make content with these keywords.

Step 6: Analyze SERPs and Content Ideas

• Click on a keyword ( keto diet ideas) to see the “Keyword Overview.”

• Review SERP data:

  • Top-ranking pages for that keyword.

  • Backlinks and social shares for each page.
    

• Check “Content Ideas”:

  • See popular articles and posts about your topic.

  • Filter by social shares, backlinks, etc.
    

Step 7: Save and Track Keywords

• Add keywords to your project for tracking.

• Monitor your rankings over time using the “Rank Tracking” feature.

• Set up alerts to notify you when your rankings change.
  

Step 8: Use the Chrome Extension (Optional but Powerful)

• Install the Ubersuggest Chrome extension.

• Search on Google, YouTube, or Amazon.

• See keyword data, trends, and competitor insights directly in your browser.
  
  

4. Study User Behavior & Context

Keyword search intent can vary based on user context, such as geography, seasonality, device, or recent trends:

• Seasonality: “Christmas gift ideas” surges in December, reflecting transactional and commercial intent.

• Location: “Coffee shops near me” clearly shows local and navigational intent.

• Device: Mobile searches might have higher transactional intent (e.g., quick purchases).

Using tools like Google Analytics or heatmaps helps you understand how users interact with your content and if their behavior aligns with your assumed intent.

5. Consider the Query Length and Specificity

• Short, generic queries like “public speaking” are usually navigational or commercial investigations. The user might be browsing or comparing available courses.

• Long-tail queries such as “best public speaking course for beginners with certificate” show clear transactional or commercial intent—the user is closer to enrolling.

• Question-based searches like “how to improve public speaking skills” usually signal informational intent and are ideal for top-of-funnel blog content, lead magnets, or free lessons.

6. Review Competitor Content

Dive into what your top-ranking competitors are actually publishing.

• Are they offering free modules, using storytelling, or including video explainers?

• What kind of calls-to-action are they using—free trials, “enroll now,” or lead magnets?

• How deep is their content? Does it focus on surface-level info or go in-depth?

By studying the tone, structure, and content strategy of your competitors, you’ll get powerful insights into what users expect and how to position your course more effectively.

7. Combine Multiple Tactics for Best Results

Because search intent can be complex or blended, combine the above tactics:

• Start with SERP analysis

• Confirm with keyword modifiers (e.g., “free,” “best,” “for beginners,” “certified”)

• Validate with keyword research tools like UberSuggest

• Add context and competitor insights

This multi-angle approach eliminates guesswork and helps you craft targeted content that resonates, ranks, and converts, whether it's a course page, a blog post, or a YouTube video.

How to Optimize Content for Keyword Search Intent

Once you have identified the intent behind your target keywords, the next critical step is to tailor your content specifically to meet that intent.

1. Match Content Format to Match the Intent

Informational Intent

• Use in-depth blog posts, tutorials, how-to guides, videos, infographics, podcasts, or FAQs.

• Focus on clarity, completeness, and educational value to fully answer user questions.

• Incorporate step-by-step instructions, examples, and visuals to aid comprehension.

• Add internal links to related articles or resources for deeper exploration.

• Example: A comprehensive article titled “How to Plant a Vegetable Garden: Step-by-Step Guide for Beginners” that includes images and a video walkthrough.
  
  

Navigational Intent

• Ensure your branded pages (homepages, login, contact, product pages) are optimized for speed, mobile-friendliness, and usability.

• Use clear navigation menus and calls-to-action to help users quickly find what they’re looking for.

• Include your brand name prominently in page titles and meta descriptions.

• Example: A well-designed landing page for course login with simple login forms.
  
  

Transactional Intent

• Design product or service pages with strong, clear calls-to-action (CTAs) like “Buy Now,” “Get Started,” or “Subscribe.”

• Include detailed product descriptions, pricing information, availability, and shipping policies.

• Showcase high-quality images, videos, and customer reviews to build trust.

• Use urgency and incentives (limited-time offers, discounts) where appropriate.

• Example: A course landing page with an “Enroll Now” button, pricing, and testimonials or reviews from learners.
  
  

Commercial Investigation Intent

• Create comparison guides, pros and cons lists, expert reviews, FAQs, and buyer’s guides that help users evaluate options.

• Include feature comparisons, pricing breakdowns, and real-world use cases to aid decision-making.

• Add interactive elements such as comparison tables, video reviews, or quizzes to engage users.

• Example: A blog post titled “Which Course Format Is Right for You? Self-Paced vs Live Cohort vs Hybrid” that compares formats, learner engagement, time commitment, and earning potential. It will help creators choose the best teaching method for their audience.
  

2. Optimize On-Page SEO Elements to Reflect Intent

Keep the optimization techniques in mind:

Meta Titles and Descriptions

• Incorporate intent-specific keywords and modifiers to align with what users expect and attract clicks.

• Use action words for transactional content (“Buy,” “Get,” “Subscribe”) and question-based or educational language for informational content (“How to,” “Guide,” “Tips”).

• Keep meta descriptions concise but persuasive, highlighting key benefits or solutions.
  

Examples:

• Informational:
  “How to Plan and Launch Your First Online Course — A Beginner’s Guide for Creators”

• Transactional:
  “Start Your Online Academy with EzyCourse — Choose a Plan & Launch Today”.
  

Headings (H1, H2, H3)

• Align headings with user intent by using primary keywords and related phrases that match search queries.

• Structure content so headings flow logically and make scanning easy, especially for informational content.

• Use question-form headings for FAQs or informational pages.
  

Content Structure and Readability

• Break content into short paragraphs, bullet points, and numbered lists to improve readability and comprehension.

• Use relevant images, videos, charts, or infographics to support the text and engage users visually.

• For long-form content, include a table of contents and jump links for easier navigation.

• Ensure mobile-friendliness since many users search on phones.
  
  

3. Enhance User Experience (UX) Based on Intent

• For informational pages, reduce distractions and ads to keep users focused on learning.

• For transactional pages, simplify checkout or signup processes, use trust signals (secure badges, reviews), and offer multiple payment options.

• For commercial investigation, provide clear navigation between comparison topics and easy access to purchase links or demos.

• Use fast page loading times, intuitive navigation, and accessibility best practices across all content types.
  
  

4. Incorporate Internal Linking and Calls-to-Action (CTAs)

Use internal links to guide users to related content that matches their intent progression.

For example, an informational blog post can link to a product page for transactional intent or to a comparison guide for commercial investigation.

Place contextual CTAs matching intent, such as “Download our free guide” on informational pages or “Request a demo” on commercial investigation pages.

5. Use Analytics to Monitor and Refine

• Track user behavior metrics such as bounce rate, time on page, and conversion rates to see if your content meets user intent.

• Use tools like Google Analytics, Hotjar, or UberSuggest Traffic Analytics to gather insights.

• Regularly update content based on performance and evolving user needs or search trends.
  

When you integrate these optimization strategies with platforms like EzyCourse, you can create educational content, product pages, and marketing materials that resonate deeply with your learners and customers.

Mistakes and Solutions in Search Intent Targeting

There are a few common mistakes that you shouldn’t ignore.

Ignoring Keyword Search Intent Altogether

Problem: Focusing only on keyword volume or difficulty without considering what users actually want leads to irrelevant content that doesn’t satisfy searchers.

Solution:

• Always analyze the search intent behind a keyword before creating content.

• Use Google SERPs to observe what type of content ranks (blog post, product page, tutorial).
  

Example: If users search “how to create online courses,” provide a comprehensive how-to guide instead of a sales pitch.

Trying to Target Multiple Intents with One Page

Problem: Mixing informational, commercial, and transactional intent on one page confuses users and lowers conversion and ranking.

Solution:

• Create separate pages tailored to each intent.

• For example, have one blog post for “How to Choose the Right Course Topic” (informational), and a separate sales page for “Enroll in the Course Creation Masterclass” (transactional).

Misreading SERPs and User Behavior

Problem: Not studying the search results carefully leads to producing the wrong type of content for the query.
Solution:

• Analyze the top 3–5 results for your target keyword.

• Identify the content format, style, and user intent these pages fulfill.

• Adjust your content to mirror the successful formats that Google favors.
  
  

Ignoring Keyword Modifiers

Problem: Overlooking words like “how,” “best,” “buy,” or brand names can cause you to misjudge the search intent behind queries.
Solution:

• Use keyword research tools (e.g., UberSuggest or Semrush) that classify intent and highlight modifiers.

• Tailor your content and meta tags accordingly to match these modifiers.
  

Poor On-Page SEO Alignment with Intent

Problem: Titles, meta descriptions, and headings that don’t match search intent create a disconnect and lower click-through and ranking.
Solution:

• Use intent-specific keywords in meta titles and descriptions.

• Ensure H1 and H2 tags reinforce the main intent keywords naturally.

• For informational content, use “how,” “why,” or “guide” in titles. For transactional pages, include “buy,” “subscribe,” or “pricing.”
  
  

Neglecting Content Format and Structure

Problem: Using the wrong format (e.g., a long article for transactional intent) leads to poor engagement.

Solution:

• Match format to intent: blogs/guides for informational, product pages with CTAs for transactional, comparison tables for commercial.

• Use bullet points, images, videos, and short paragraphs for better readability, especially for informational queries.

• For example, your course landing page should have clear CTAs, pricing tables, and testimonials.
  
  

Not Using SEO Tools to Confirm Intent

Problem: Guessing search intent without data leads to misaligned content strategies.
Solution:

• Use keyword research tools like Ubersuggest, Semrush, Ahrefs, or Surfer SEO to analyze keyword intent and competition.

• Check SERP features like snippets, shopping results, and ads to understand intent signals.

Ignoring User Experience (UX) in Intent Targeting

Problem: Even if content matches intent, poor UX (slow loading, confusing navigation) causes high bounce rates and low conversions.
Solution:

• Optimize page speed and mobile responsiveness.

• Use clear navigation and avoid intrusive ads or pop-ups.

Forgetting to Include Related Keywords and Semantic Terms

Problem: Content focused only on the main keyword can miss related questions and subtopics that users want to know.
Solution:

• Use free seo tools like UberSuggest or Surfer SEO to identify related keywords and topics.

• Incorporate these naturally into headings, paragraphs, and FAQs.

Final Words

Understanding keyword search intent is the key to visibility, engagement, and course sales.

When you align your content with what your audience truly wants, that piece of content truly connects.

As Google evolves with features like AI Overviews and smarter algorithms, your content must evolve too. That means moving beyond surface-level keywords and focusing on meaningful intent.

What should you do now? Create the kind of content that not only ranks but resonates.
And when you do, platforms like EzyCourse can help turn that traffic into real learners, members, and growth.