In today’s Tech News Tuesday episode, we’re talking about something that can make or break your online visibility in 2025: search intent.
Now, that might sound technical, but it’s actually really simple. It’s all about why someone is searching for something online. Are they looking for information, comparing options, or ready to buy?
If you want to show up in Google search results AND actually get new customers, you need to align your content with what people really want — not just what they type into the search bar.
Shifting Focus from Keywords Alone
This is where a lot of businesses get stuck. They focus on keywords without thinking about what’s happening behind the search.
For example, let’s say you own a house cleaning business. You might think a keyword like, “house cleaning,” is perfect to get new clients. But if most people searching for that phrase just want DIY cleaning tips, you’re getting visitors who won’t hire you.
Google has gotten a lot smarter. It doesn’t just look at keywords, it understands context and intent.
Google has gotten a lot smarter. It doesn’t just look at keywords — it understands context and intent.
The Four Types of Search Intent
So if you want to show up in search results and get more business, you need to understand the four types of search intent.
Just Curious
First, we have the “just curious” crowd. These people are in learning mode. They’re searching for something like, “How often should I deep clean my home?” They’re looking for tips and advice, not necessarily a cleaning service…at least not yet. This is Informational intent.
Just Shopping Around
Next, we have the “shopping around” group. They’re comparing options with searches like, “Best house cleaning services in Collegeville.” This is comparative or research intent.
Ready to Go!
Then, we get to the “ready to go” folks. They’re searching for something like, “Book a house cleaner near me.” These are your ideal customers. They’ve done their research, and they’re ready to hire someone. If your website makes booking easy, you’ll get that business. This is transactional intent.
Already Know What They Want
Finally, there’s the “already know what they want” group. These people search for things like, “XYZ Cleaning Service reviews.” That means they already know about your business — maybe from a friend or social media — and they just need that last bit of confirmation before booking. This is called navigational intent.
This is important because If you know where people are in their buying journey, you can create content that actually helps them and gets you more leads.
Now, let’s go back to our house cleaning example. One local business was targeting broad keywords like “house cleaning.” But when we checked Google search results, we saw most of the top-ranking pages were DIY cleaning tips and checklists, not cleaning services.
By understanding search intent, the business shifted its focus to keywords that actually attract customers ready to book, like:
- House cleaning service near me
- Eco-friendly house cleaning services in Montgomery County
- Best house cleaning company for busy homeowners
They also updated their service pages to answer real customer questions, like:
- What’s included in a standard cleaning?
- How much does professional cleaning cost?, and
- How do I book a cleaning appointment?
Once they did this, their website started getting more of the right visitors — people who weren’t just browsing, but actually looking to hire a cleaner. Which leads to more bookings.
So, how do you apply this to your own business?
Your Action Plan
1. Check What’s Already Showing Up in Google
Go ahead and search for the keywords you think people are using to find your business. Take a look at the results. Are they blog posts? Product pages? Review sites? If what’s ranking doesn’t match the kind of content you’re creating, you might need to adjust your approach.
2. Focus on Keywords That Show Buying Intent
People who are ready to make a decision tend to use words like “hire,” “book,” “best,” or “near me.” So instead of just targeting “lawn care,” for example, you’d want to go with something like “hire a lawn care service near me.” It’s a small change, but it makes a big difference in attracting the right customers.
3. Create the Right Content for Each Stage of the Buying Journey
If someone is just learning, they need educational content like blog posts or FAQs. If they’re comparing options, they’ll want reviews or side-by-side comparisons. And for those ready to book, make sure your service pages are clear and easy to take action on.
Don’t forget real customer feedback is just as important as SEO tools. Talk to your customers, check your chat messages and emails, and find out what questions they’re asking.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: Why traditional keyword research is failing and how to fix it with search intent
Write for People, Not Search Engines
