How to apply user intent to your site

The quick answer

To effectively apply user intent to your website, follow these five steps:

1. Find search queries: Use Google Search Console to identify the exact search terms that bring users to your site.
2. Categorize by user intent: Classify each query as informational, navigational, or transactional to understand the user's goal.
3. Match content to intent: Build specific pages, like blog posts for informational queries or product pages for transactional queries.
4. Develop unique CTAs: Create calls to action that align with the user's intent, such as an email signup for informational visitors or a "Buy Now" button for transactional ones.
5. Optimize the entire journey: Ensure every touchpoint, from the search result to the landing page, consistently serves the original user intent.

What is user intent?

User intent is the "why" behind a search query. It's the specific goal a person has when they type words into Google. Understanding this goal is the key to creating a website that actually works.

Stop guessing what your visitors want. Instead, you can use data to give them exactly what they are looking for. When your page content perfectly matches a user's intent, they are more likely to stay, engage, and convert.

The original article from Crazyegg on this topic highlights that success comes from aligning your site with user goals. Most queries fall into three main types of user intent.

The 3 types of user intent

Every person who lands on your site arrives with a goal. We can group these goals into three clear categories.

• Informational: The user wants to learn something. They are looking for information, answers, or how-to guides. Their search might be a question like "how to A/B test a landing page."
• Navigational: The user wants to go to a specific website. They already know the brand and are just using the search engine as a shortcut. A search for "Ingeniom" is a navigational query.
• Transactional: The user is ready to take an action. This usually means buying something, but it can also mean signing up for a trial or downloading an app. Searches like "buy jaybird headphones" show clear transactional intent.

Step 1: Identify the queries that bring users to your site

You don't need to guess what people search for. The exact data is waiting for you in Google Search Console.

This free tool shows you which queries drive traffic to your website. This is your starting point for understanding user intent. It provides a direct look into your audience's mind.

How to find your search queries

Follow these exact clicks to get your data:

1. Log in to Google Search Console.
2. In the menu, navigate to "Search Traffic."
3. Click on "Search Queries."

You will see a list of the top terms people used to find your site. This list is your raw material. Export it and prepare to analyze it.

Step 2: Understand the intent of each query

With your list of queries, the next step is to categorize them. Go through each query and label it as informational, navigational, or transactional.

This process transforms a simple list of keywords into a powerful map of your users' goals. It tells you what proportion of your visitors are looking to learn versus those looking to buy.

Examples of categorizing intent

• A search for "A/B testing software" is informational. The user is researching solutions.
• A search for "Crazyegg login" is navigational. The user wants to get to a specific page.
• A search for "buy jaybird headphones" is transactional. The user is ready to make a purchase.

This analysis is the foundation for your entire content strategy. It dictates what pages you need to build and what you should put on them.

Step 3: Create content that matches the intent

Once you know why users are coming to your site, you must create pages that give them what they want. A mismatch between intent and content causes visitors to leave immediately.

If a user with informational intent lands on a hard-sell product page, they will bounce. If a user with transactional intent lands on a long-form article, they'll get frustrated. You need to build the right page for the right job.

This is where strategic SEO content becomes critical. Every piece should serve a specific user intent revealed by your query research.

Building for different intents

• For informational intent: Write blog posts, create guides, host webinars, or build resource centers. Your goal is to be the best source of information for that topic. Make sure your headline clearly reflects the user's query.
• For transactional intent: Design clear product pages, service pages, or pricing pages. The content should be focused on product details, benefits, pricing, and trust signals like reviews or testimonials.

Aligning your content with user intent is not just good for users; it's a primary ranking factor for search engines.

Step 4: Develop segmented landing pages and unique CTAs

Do not send all your traffic to your homepage. A generic page serves no one well. Instead, build segmented landing pages tailored to specific query intents. This dramatically increases conversion rates.

Each page should feel like it was made specifically for the person who just clicked on it. This requires targeted messaging and a specific call to action (CTA).

A well-built website guides each user to their desired outcome without friction. Every page should have a clear purpose tied directly to a specific website and user intent.

How to optimize landing pages for intent

If a user searches for "free trial for A/B testing software," your landing page should talk directly about the free trial. The headline should say "Start Your Free A/B Testing Trial," not "The Best A/B Testing Software."

The copy, images, and layout should all support that single goal. This focused approach assures users they are in the right place and guides them to the next step.

Create CTAs that meet the user's desire

Your call to action must match the user's intent and "temperature." A user with informational intent is not ready to "Buy Now."

• CTAs for informational intent: Use smaller, low-commitment offers. Examples include "Download the Free Guide," "Join Our Webinar," or "Subscribe for Updates."
• CTAs for transactional intent: Be direct and clear. Use action-oriented language like "Start Your Free Trial," "Get a Quote," or "Add to Cart."

The text on your CTA button matters. Change "Submit" to "Get My Free Ebook." The language should reflect what the user gets, not what they do.

Step 5: Optimize the entire user journey for intent

User intent doesn't just exist on your landing page. It's a continuous thread that runs through the entire user journey.

The journey starts the moment the user types a query. It continues as they see your page in the search results, click your link, and land on your site. A successful journey is one where intent is matched at every single step.

The 4 touchpoints of user intent

1. The Query: The user expresses their goal in the search bar.
2. The SERP (Search Engine Results Page): The user scans titles and descriptions, looking for the one that best matches their intent.
3. The Click: The user chooses the result that makes the strongest promise to fulfill their intent.
4. The Page: The user lands on your site and instantly judges whether you have delivered on that promise.

To win, you must align all four points. Your page title in the search results must match the headline on your landing page, and that headline must address the original query. This creates a seamless, trustworthy experience that leads to conversions.