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Decoding User Intent and Keyword Length for SEO Success

Decoding User Intent and Keyword Length for SEO Success

An image showing a search box with the word why in it to represent Keyword Intent the Why behind searches

Table of Contents

Keyword 101 series

Welcome to the second part of the Keyword 101 series, Understanding Keyword Intent and Length.

Our previous article discussed the power and importance of keywords for your furniture business. If you haven’t had a chance to read it yet, we highly recommend doing so before diving into this one.

User Intent and Keyword Length - Key Takeaways

  • Uncover User Needs Through Keywords: By understanding the “why” behind user searches (informational, navigational, commercial, transactional), you can create targeted content that directly addresses their furniture needs.

  • Match Keywords with Buyer Journey: Understanding the search intent behind different keyword lengths allows you to create content that resonates with users at various stages of their furniture buying journey. This increases the chances of converting website visitors into customers.

  • Embrace the Future of Search: Search engines constantly evolve, and new AI-powered features like Google’s Overview AI are being introduced. While user intent remains important, consider creating high-quality, in-depth content beyond basic informational answers to stay competitive.

Why Does User Intent and Keyword Length Matter?

How many times have you wanted to know what the customer is thinking?

Although you weren’t born with the ability to do so, seeing a problem or question from their perspective can give you superhuman-like powers of perception.

In this article, we will explain the concept of keyword intent, which is essentially the ‘why’ behind a search. You will put yourself in customers’ shoes, asking what the searcher hopes to achieve by searching for these keywords and what information, product, or service will help them.

This customer-centric or customer-focused approach is the key to producing helpful content that resonates with your target audience, leading to more website traffic and potential sales.

In the second half of the article, we will look at the keyword length, which is generally categorised as Short, Medium, and Long-Tail. Using the different lengths in your keyword strategy allows you to capture buyers at various stages of the buyer journey, possibly allowing you to target valuable traffic that might be overlooked.

Understanding both intent and length is essential before moving on to the research phase.

Understanding User Intent Behind Keywords

Showing the definition of Intent from Oxford Dictionaries Online.

(Source)

User intent refers to the underlying motive or goal behind a user’s search query and should be a key consideration in keyword selection. By understanding why people, more importantly, your targeted audience, are searching, you can tailor your content to address their needs. Doing so increases your chances of more website traffic and the chances that the visitor to your website makes a purchase.

Why are they searching for this is possibly the most critical question to ask when determining the intent of a query. Understanding the searchers’ needs can be difficult but is always worth the time.

Imagine a customer walking into your furniture store, but instead of browsing, they ask for the best chair style for comfort. Now, what is comfort? It’s subjective. So, the customer might need to know what materials make a chair more comfortable. Size-wise, they may sit with their feet to the side, so to be “comfortable”, they need a larger snugger, or you could suggest a chair and stool combo.

As you can see by the phrase, best chair style for comfort, you could just say they are looking for a comfy chair. But WHY? Go beyond the simple intent. Could they have a bad back or other health conditions, meaning they sit for hours?

Understanding customer intent is essential for demonstrating that you know and understand your target audience and improving your search engine rankings.

Google’s goal is to help searchers find what they are looking for so that they will continue to use Google over other search engines. Google analyses the intent and many other factors behind a search query and matches it to relevant results.

This oversimplification of Google’s algorithm reinforces the importance of understanding the intent behind a query. It benefits the customer, Google, and, ultimately, your business.

Google uses various factors to determine search intent, including the keywords, the query’s surrounding words, and the user’s search history and location. By analysing these elements, Google aims to understand what the user is trying to achieve with their search. Are they looking to buy something, find information, or complete a specific task?

The Four Types of Intent

An Image showing the four different types of Intent. Informational, Navigational, Commercial and Transactional. Also shows local intent as this is important for Local Furniture SEO.

Generally, the intent behind a search will fall into four main categories,

  • Informational Intent
  • Navigational Intent
  • Commercial Intent
  • Transactional Intent

However, we will be adding another to the list: Local Intent. Local intent is generally considered a sub-intent or sub-category within informational or commercial, indicating that the user is searching for something in their local area. Due to the importance of local SEO for brick-and-mortar stores concerned with local customers, we will discuss this separately.

You may find that some intents aren’t always explicit or clear. Some fall between navigation, commercial, and informational. In the following article, we will cover keyword research. We advise running your keyword choices through Google to help Identify the intent during the process. On the search results page, it’s likely to be informational if you see how-to articles and videos. Ads or e-commerce pages that are commercial.

However, common sense is the best weapon. Remember earlier when we said you would put yourself in customers’ shoes? What would you expect to see if you searched for the phrase, how to move a bed? A step-by-step video showing the process from start to finish, how to cover the bed securely, how to remove the fixings safely and even how to move the bed through doors or downstairs.

You may wonder, ‘Why should I help them move a bed?’ I want them to buy a new one. Here’s the thing. By providing valuable resources like this how-to guide, you establish yourself as a helpful and knowledgeable source in the furniture industry. When someone visits your website looking for information on moving a bed, they’re more likely to browse other products you offer. Even if they don’t buy a new bed right away, they’ll remember your website as a trusted resource and might return later or recommend you to friends looking for furniture.

By offering diverse content that goes beyond just selling furniture, you showcase your expertise and build trust with potential customers, increasing the chances of them choosing you when they are ready to buy new furniture, like the mattress for the bed they safely transported.

Conversion refers to when a visitor to your website takes a desired action. This action could be anything from purchasing to signing up for an email list or downloading a brochure.

Informational Intent

Likelihood of conversion – Low.

Users with informational intent seek answers to questions or information about a particular topic or product. They are looking for educational content, guides, tutorials, or explanations.

Keywords that often indicate informational intent include “how to,” “what is,” “tips for,” and “guide to.”

Examples may include:

  • How to clean oak furniture.
  • What is the best finish for a dining table
  • Tips for buying a bed
  • Why is the sideboard drawer sticking
  • When do I oil my oak furniture
  • Where is the best place to store furniture when moving

While the likelihood of conversion for informational intent searches is low, they are still crucial for your marketing strategy and present a valuable opportunity to build trust and brand awareness, which are essential for future conversions. Content at this stage can help your furniture business:

  • Establish Expertise
  • Nurture Relationships
  • Address Pain Points
  • Influence Buying Decisions

Navigational Intent

Likelihood of conversion – Medium to high

Navigational intent refers to users looking for a specific website, page or product. They already know where they want to go and use search engines to find the right destination quickly. They are the “go” keywords. The user wants to “go” to that website or that product page.

Keywords with brand names, website names, or specific products/services often indicate navigational intent.

Example keywords:

  • Facebook
  • Amazon login
  • YouTube
  • Ikea
  • Furniture Fuel
  • SCS Jasper sofa

In 2023, YouTube was the most searched term. (source)

While ‘SCS Jasper sofa’ suggests navigational intent, it can also contain elements of informational (researching features) or commercial (looking to buy) intent. This highlights the complexity of user intent. By creating content that addresses all possibilities (product details, purchase options), furniture businesses can ensure a positive experience for various user goals.

Commercial Intent

Likelihood of conversion – Medium

This type of intent falls between informational and transactional. Users with commercial intent are researching specific products or services. They are almost at the transactional stage. The goal of the commercial stage is to confirm whether the purchase they are about to make is correct. Users with commercial intent might visit multiple websites, read reviews, and compare product features before deciding.

Keywords like “compare,” “reviews,” “pros and cons,” and “best value” often indicate commercial intent.

  • Best website for oak furniture.
  • Ashford oak sideboard reviews
  • Leather sofa vs. fabric sofa: Pros and cons
  • Best recliner chairs for back pain
  • Mid-century modern dining chairs under $500
  • Where to buy a custom-made couch near me 
  • Furniture returns policies compared

Transactional Intent

Likelihood of conversion – High

Users with transactional intent are generally ready to purchase or perform a specific action.

They might seek product reviews, pricing information, discounts, or specific products/services. Keywords like “buy,” “order,” “deal,” “discount,” and “price” often signal transactional intent.

  • Buy Harrow dining chairs
  • Harrow dining chairs discount
  • Buy oak dining table
  • Discounted sectional couch
  • Buy outdoor patio furniture set

Local Intent

Likelihood of conversion – Low to High

As we said previously, local intent is usually not a standalone intent but a sub-category, usually displayed within informational or commercial intent.

Local intent is relevant when users seek businesses, services, or information in a specific location. Keywords with location names or phrases like “near me” indicate local intent. Targeting this type of intent is especially important for businesses seeking local customers.

  • Bedroom furniture near me
  • Living room furniture in Birmingham
  • Oak sideboard Edinburgh
  • Furniture stores near me
  • Where to buy leather sofas in New York
  • Local furniture shops
  • Custom-made furniture near me

Local Intent - Conversion Range (Low to High)

The likelihood of a conversion for local intent searches can vary significantly, ranging from low to high. Local businesses are convenient for people to visit, and in circumstances that need immediate attention, they can be the fastest solution for customers.

  • Urgency: People with a strong sense of urgency may search for local solutions (e.g., a broken dining chair that needs immediate replacement) and are more likely to convert quickly, leading to a higher conversion rate.

  • Product Type: Local searches for larger furniture items (e.g., sofas, dining tables, sectionals) are more likely to convert to in-store visits compared to smaller, easily shippable items (e.g., throw pillows, accent tables)

Showrooming

Local searches can present a dark side for retailers. You will have no doubt experienced “showrooming.” This occurs when users visit your physical store to see and test furniture but purchase the same item online at a potentially lower price.

Showrooming is exceptionally frustrating for businesses. We will cover this topic thoroughly in a separate post because, as you will agree, it is a serious issue. In the meantime, here are some strategies that can help to reduce the risk of becoming Showroomed!

  • Offer Exclusive In-Store Products: Carry a selection of furniture not available online, creating a reason for customers to visit your physical store. Consider private-label branding options for mattresses, for example.

  • Loyalty Programs: Implement loyalty programs that reward in-store purchases, incentivise repeat business, and build customer relationships.

  • Expert Advice and Service: Train salespeople to be knowledgeable and provide exceptional customer service. Offer personalised recommendations and solutions that cater to individual needs. This builds trust and value that’s difficult to replicate online.

  • Highlight In-Store Benefits: Promote the advantages of buying locally, such as expert advice from salespeople, the ability to try before you buy, and immediate availability (especially for in-stock items).

  • Encourage Local Reviews: Positive online reviews from local customers build trust and encourage local conversions. Getting reviews, especially when targeting a local audience, is one of the most beneficial factors you can do for your furniture business.

By focusing on creating a unique and valuable in-store experience, furniture businesses can turn showrooming into an opportunity to build brand loyalty and encourage in-store conversions.

We previously touched on the blurred user intent, which is rarely crystal clear. Sometimes, a single search term can hold both informational and commercial aspects. For instance, “best mattress for back pain” could indicate someone researching buying options (commercial) or simply seeking knowledge (informational).

It’s clear that simply identifying keywords isn’t enough. To craft compelling content, you must delve deeper and understand the “why” behind the search query. This understanding becomes the foundation for crafting targeted content that resonates with your audience’s needs.

Up next are the three main categories of keyword length, short-tail, medium-tail, and long-tail and how each plays a role in your furniture business’s content strategy.

Three Types of Keyword Length: Short, Medium, and Long-Tail

When conducting keyword research, it’s essential to understand the distinctions between short-tail, medium-tail, and long-tail keywords.

Short-tail keywords are concise and general phrases, while long-tail keywords are more specific and extended. In between, we have medium-tail keywords, which strike a balance between the two.

Some may refer to the short and medium tail keywords as Head and Body. Short keywords with a high search volume can also be called Fat head keywords, but short, medium, and long are the most common ways to describe the length of keywords.

Before discussing short, medium, and long-tail keywords, we want to avoid confusion about the specific length of the keyword types. The word count assigned to each section is a guideline, not a strict rule. Some keyword tail lengths can differ depending on the product or industry.

We have provided them as a general identifier, not a hard and fast rule. The focus should be on the level of detail and specificity within the phrase rather than strictly following predefined lengths.

Short Keywords

These are broad terms like “furniture” or “chairs”. They don’t have to be just one word but are usually one or two words long, such as “oak furniture”.

Broad search terms attract a large audience. However, this also brings high competition, making securing prominent positions in search results more challenging and costly.

Medium Keywords

Medium-tail keywords are a middle ground between the broadness of short-tail and the specificity of long-tail keywords.

They are more refined than short keywords, typically three to four words long, such as “modern oak furniture” or “oak furniture sets”. They offer a balance, providing a more targeted approach than short-tail keywords while reaching a potentially broader audience than long-tail keywords.

Long-Tail Keywords

Long-tail keywords are usually highly specific five-word or more phrases like “modern oak bedroom furniture set” or “buy modern oak furniture online.” They indicate an audience more aware of the products they want or need. As they provide more information, long-tail keywords can help give a clearer picture of the user’s intent.

Despite having lower search volumes than short-tail keywords, long-tail keywords often lead to higher conversion rates.

Short, Medium and Long-Tail Keywords Vs Intent.

Short-tail, medium-tail, and long-tail keywords are not exclusive to one intent. In searches driven by informational intent, users may use keywords of different lengths based on the depth of information they seek. For instance:

Informational Short-Tail Keyword: “Furniture styles”.

Informational Medium-Tail Keyword: “Tips for arranging living room furniture”.

Informational Long-Tail Keyword: “How to clean oak furniture without damaging the finish”.

When conducting keyword research, it’s essential to consider the difference between the lengths of the keywords. The three lengths of keywords have different advantages and can be used strategically for your furniture business. Don’t just look at the total traffic volume (searchers).

Remember, the higher the volume of traffic, the higher the chance of fierce competition.

A holistic approach incorporating all three length types ensures your furniture business reaches potential customers with varying search intents.

Aligning Intent and Length with the Buyer's Funnel

The buyer’s funnel is a marketing model that visualises the stages customers go through before making a purchase. Understanding user intent and keyword length enables furniture businesses to create targeted content that resonates with customers throughout their buying journey. You can effectively guide potential customers towards conversion by aligning your keyword strategy with each funnel stage.

Key Benefits of this approach:

  • Targeted Engagement: Reach users who are actively searching for what you offer.
  • Improved Relevance: Deliver content that directly addresses user needs.
  • Increased Conversions: Guide users smoothly towards purchase decisions.
  • Enhanced Customer Insights: Gain a deeper understanding of your audience.

The buyer’s funnel below is a simplified model that highlights the key stages customers typically go through before making a purchase (awareness, consideration, and decision). While AIDA (Attention, Interest, Desire, Action) is a common framework used to represent these stages, the funnel can be even more granular. Some models include additional stages like evaluation, conversion, loyalty, and advocacy.

We will explore in greater detail both the buyer’s funnel and the broader customer journey in the future, but for now, understanding how user intent can be linked to each stage of the funnel is crucial for crafting effective SEO strategies.

  • Awareness Stage: Users are in the research phase, seeking broad information and inspiration. Target informational keywords with longer lengths.

  • Consideration Stage: Users have narrowed their options and are evaluating specific products or brands. Target medium-length commercial intent keywords.

     

  • Decision Stage: Users are ready to buy and are looking for specific products or deals. Target transactional intent keywords can be short in length or detailed.

Sarah’s Journey

We want to introduce Sarah and her buying journey to show you what a real-life buyer’s journey may look like.

Imagine Sarah, a young professional who plans to redecorate her living room. She doesn’t have much room and is unsure what style she would like. 

While we’ve focused on search queries, remember that the customer journey doesn’t begin and end in search engines. Social media platforms like Pinterest are hugely popular for visual inspiration when furniture shopping. So, it’s likely that Sarah would go to Pinterest for inspiration, so make sure your socials are optimised for search.

Depending on your target audience, consider other social media platforms. Instagram can be a powerful tool for showcasing lifestyle inspiration and behind-the-scenes glimpses of your business.

By creating visually appealing content, linking to informative resources, and using relevant keywords on social media, you can:

  • Increase Brand Awareness: Attract new customers who are actively searching for inspiration.
  • Build Trust and Expertise: Establish yourself as a trusted resource in the furniture industry.
  • Drive Traffic to Your Website: Guide users to informative content and product pages.
  • Nurture Leads: Engage with potential customers throughout their buying journey, ultimately leading to conversions.

Optimising your social media presence alongside search engine efforts creates a unified marketing strategy that captures customers at various stages of their journey.

Back to Sarah’s Search

How do you imagine Sarah would search for what she needs for her living room:

Awareness Stage (Informational Intent):

  • Sarah’s Search: “Living room ideas for small apartments” or “best space-saving furniture for small living rooms.”

  • Retailer’s Content: A blog post titled “Space-Saving Living Room Design Hacks for Apartments” or “Space-saving Furniture Designs for Any Space” targets this long-tail informational keyword. The content should offer tips on maximising small spaces, including furniture suggestions, images, and colour coordination.

Consideration Stage (Commercial Intent):

After researching, Sarah has decided on her style, Mid-century furniture, but is unsure what the difference is between mid-century modern and modern furniture

  • Sarah’s Search: “Mid-century modern coffee tables vs modern coffee tables.”

  • Retailer’s Content: An in-depth guide titled “Finding the Perfect Style for You: Mid-Century vs. Modern” targets this commercial keyword. The guide explores the design elements of each style and helps Sarah determine her preference.

ALLMODERN.com has written a post on this topic. It does need a few improvements. We would love to see a discussion about different textures and more on colour palettes that work together. The CTA’s included are great but need to stand out more. They should showcase their products working together and link to the products in the images so that customers can get the same look without going elsewhere. Showing products working together could lead to a higher Average Order Value.

Decision Stage (Transactional Intent):

Sarah now knows she wants a mid-century walnut coffee table with storage to maximise her space.

  • Sarah’s Search: “Buy mid-century walnut coffee table with storage” or “mid-century walnut furniture near me.”

  • Retailer’s Product Page: A product page optimised for a “mid-century walnut coffee table” showcases a coffee table that aligns with Sarah’s choices. The page features clear descriptions, high-quality images, and easy-to-access purchase options.

The key to this strategy is to identify and create content around what people will likely do next after viewing your content.

Sarah’s first search was for the best space-saving furniture for small living rooms. She saw your blog and clicked on it. While reading your blog, she saw a picture of a modern-century coffee table. The information below the image explains mid-century style, mentioning that it differs from modern furniture with an anchor text link to a blog you’ve created on mid-century modern vs modern.

The idea is to get Sarah onto your website or viewing your YouTube videos, helping her narrow her options to the point of the buyer journey where she is ready to purchase. As the one who guided her to this point, you are now the trusted furniture business from which she can buy what she needs.

Content creation is generally guided by the keywords you are targeting and the topics surrounding them. However, when creating content, think: Does what I’ve just said need to be explained in more detail? If yes, and it doesn’t fit the current content or the content is becoming longer than you would like, create a new piece and link to it.

A Look to The Future - Adapting to AI-Powered Search

The search result pages are changing dramatically due to new algorithm updates and Google’s AI advancements, such as the recent rollout of Overview AI in the US. AI Overview, formerly Google’s Search Generative Experience (SGE), directly answers user queries on the search results page, potentially impacting websites that rely on informational searches.

The image shows how Google’s AI Overview will appear in the SERP results. Image Source – Search Engine Journal

Search Engine Journal covered a talk at MozCon’s 20th annual conference by Moz’s Senior Search Scientist, Tom Capper. Who spoke of the disruption that AI Overview would cause primarily in informational intent searches.

“Organic is a really tough game for informational intent”. Capper showed data on how information searches have the lowest share of voice caused by AI Overviews and other SERP features.

In the context of SEO and digital marketing, “share of voice” refers to the visibility of a website or content compared to competitors for a specific search term or topic. It’s not a direct measurement of clicks or traffic but rather an indicator of how prominent a website is in search results for that particular term.

However, do not despair. Capper suggests focusing on less competitive commercial queries, leveraging local SEO for transactional searches, and creating high-quality, in-depth content that goes beyond basic answers.

AI Overview in Europe has not been rolled out. Its future in Europe remains to be seen. While the stricter regulatory environment surrounding AI (like the recently passed AIA) might lead to a more cautious approach from Google, AI Overview is likely to arrive in some form eventually.

Uncovering the “why” will never become redundant and goes far beyond SEO. By understanding user intent, you can not only tailor content to their needs but also gain valuable insights into what products and services are in demand. This allows businesses to make informed decisions about factors like product stocking, ensuring they offer what customers truly desire. This user-centric approach strengthens customer relationships, boosts sales, and positions your business for long-term success in an ever-evolving market.

Stay ahead of the curve by subscribing to our newsletter for ongoing SEO insights and strategies to thrive in the age of AI-powered search.

Conclusion: The Power of Matching Intent and Length

Understanding user intent and keyword length is the key to crafting targeted, helpful content that resonates with furniture shoppers at every stage of their buying journey. By strategically aligning your content with the buyer’s needs, you can attract high-quality traffic, build trust as a valuable resource, and convert website visitors into loyal customers.

The Future of SEO: Adapting to AI-Powered Search

The arrival of AI-powered search features like Google’s AI Overview is shaking up the SEO world, presenting new challenges and opportunities. Your furniture business can stay ahead by focusing on high-quality, in-depth content that sets you apart from the competition.

We encourage you to assess your current keyword strategies and consider how they can be optimised to better cater to user intent at each stage of the buyer’s funnel.

To stay informed in the ever-changing SEO world. Subscribe to our newsletter for ongoing tips and strategies on maximising your furniture business’s online presence and reaching the customers who matter most.

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