In the competitive world of digital marketing, understanding search intent funnels is necessary for meaningful engagement and conversions. Businesses can generate higher click-through rates (CTRs) for commercial queries by creating content strategies that align with user intent.
This guide explores the power of search intent funnels and provides actionable insights for SEO professionals to optimise content for commercial search traffic.
Understanding search intent funnels
Search intent refers to the purpose behind a user’s query. It is typically categorised into four stages:
1. Informational intent
At this stage, users are seeking knowledge. Queries often include terms like:
- “How to…”
- “What is…”
- “Guide (to)…”
These users are in the awareness phase of the buyer’s journey and are not yet ready to purchase.
2. Commercial intent
This is the stage where users research options they intend to purchase soon. Keywords that tend to be used include:
- “best”
- “compare”
- “reviews”
These users are in the consideration phase, evaluating products or services.
3. Navigational intent
Here, users are looking for a specific website, brand, or product.
For example, queries like “Amazon login”, or “Apple store near me” reflect navigational intent.
This stage focuses on familiarity with a brand or service.
4. Transactional intent
At the final stage users are ready to act, such as committing to a purchase or subscribing. Queries include terms like:
- “buy”
- “discount”
- “subscribe”
- “order”
This stage is about conversions.
Understanding these stages helps craft content that aligns with the user’s journey, with a particular focus on optimising the commercial intent stage to attract high-quality traffic.
Understanding the evolution of user intent in the search journey
User intent evolves throughout the search journey, reflecting the user’s needs at different stages. It typically begins with informational queries, in which users seek knowledge or answers to general questions, such as “What is digital marketing?”
At this stage users are exploring and gathering insights, without any immediate plans to act.
As curiosity deepens, intent moves towards commercial queries, in which users compare and evaluate choices, e.g. “Best online digital marketing courses.” Here, users consider their options by weighing features, reviews, and costs.
As the options become clearer the intent transitions to navigational queries, in which users aim to locate specific brands, websites, or resources, e.g. searching for “Google Digital Garage courses.” This marks a shift from general knowledge to focused exploration.
The journey culminates with transactional queries, in which users are ready to take action, e.g. “Buy digital marketing course online.”
This flow—from seeking information to completing a transaction—illustrates a progression driven by evolving user needs, and trust built through each step.
Businesses that align content with this intent flow can guide users toward conversion effectively.
Targeting commercial queries
Commercial intent queries stand out because they bridge the gap between curiosity and action. At this stage, users are evaluating options and are closer to making a purchase.
Some examples of commercial intent keywords include:
- “best laptops under £1000”
- “top-rated CRM software”
- “brand X vs. brand Y reviews”, etc.
Why focus on commercial intent?
Focusing on commercial intent is crucial for attracting higher-quality traffic, as users are actively researching solutions, increasing the likelihood of conversion.
Due to its perceived value, content addressing comparisons and reviews tend to have better CTRs. Additionally, businesses can stand out from competitors by offering unique insights or addressing specific user needs, positioning themselves as trusted authorities in their industry.
Content optimisation for commercial intent
Craft tailored content
Developing content that aligns with commercial intent requires precision and relevance. Here are some effective formats:
- Product comparisons: Side-by-side comparisons of similar products’ features, pricing, and benefits.
- Case studies: Real-life examples showcasing the effectiveness of a product or service.
- Reviews and roundups: Honest, detailed reviews or curated lists of top products in a category.
Use structured data
Schema markup can enhance visibility and CTR by directly displaying rich snippets—such as star ratings, prices, and availability—in search results.
Incorporate visuals
High-quality images, infographics, and videos make content more engaging and help explain complex information effectively.
Keyword research and mapping commercial queries
Keyword research is the cornerstone of commercial query targeting. Here’s how to do it effectively:
1. Identify commercial intent keywords
Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover keywords with clear commercial intent. Focus on long-tail keywords (e.g. affordable smartphones for students), and questions that indicate research (e.g. Is Brand X worth it?).
2. Map keywords to content
Align high-intent keywords with landing pages to maximise conversions, ensuring they attract users ready to act.
Informational intent keywords are best suited for blog posts and FAQ pages, which help to nurture leads by addressing questions and building trust.
For category pages, reviews, or comparison posts, use commercial intent keywords to guide users in the consideration stage. This will help to enhance engagement and steer the user toward informed purchasing decisions.
3. Optimise for user queries
Address specific pain points or questions that users may have. For instance, a blog titled “Top 5 Eco-Friendly Cars in 2024” can target eco-conscious buyers evaluating options.
Harnessing data insights and tools
Data-driven decisions enhance the effectiveness of your search intent funnel strategy. Here’s how to use the most popular tools:
Google Analytics
Google Analytics can monitor CTRs and bounce rates for pages targeting commercial queries. Identify high-performing content through data insights and replicate the success of such content to enhance engagement and drive better results across similar pages.
SEMrush or Ahrefs
SEMrush or Ahrefs can be used to analyse keyword performance and monitor search volume trends. You should also examine competitor keywords to identify gaps in your content strategy. This will enable you to create targeted, high-impact content that improves visibility and outperforms competitors.
Heatmaps and user–behaviour tools
Leverage heatmaps and user–behaviour tools like Hotjar or Crazy Egg to analyse user interactions with your landing pages. Use these insights to optimise layout and content placement, ensuring a more engaging and conversion-focused user experience.
Call-to-action optimisation
A well-designed call-to-action (CTA) can significantly influence conversions. Here are some tips for optimising CTAs:
- Be specific and actionable: Instead of generic phrases like “Click Here,” use CTAs like “Compare Features Now” or “Read Our Expert Reviews”.
- Create urgency: Incorporate time-sensitive language, such as “Limited Offer” or “Buy Before [Date].”
- Place CTAs strategically: Position CTAs where they are visible, such as above the fold or at the end of a compelling paragraph.
- A/B test CTAs: Experiment with different designs, colours, and wording to identify what resonates best with your audience.
Driving conversions with a targeted search intent approach
Optimising search intent funnels can be a great way to drive clicks and conversions for commercial queries. Understand user intent and align the content to the different stages of the buyer’s journey to capture high-quality traffic and guide users toward action.
SEO professionals can leverage commercial search traffic to its full potential with:
- targeted content optimisation
- strategic keyword mapping
- data-driven insights.
Start implementing these strategies today to elevate your CTR and achieve measurable results in your digital marketing efforts.
