Motives of Search – Understanding Keyword Intent for SEO

The Motives of Search: Understanding Searcher Intent for Better SEO and Conversions

When users enter a search query into Google, they aren’t just looking for words—they’re seeking solutions, guidance, or the right product to meet their needs. Recognizing the motive behind a search can help businesses not only understand where users are in the sales funnel but also tailor content to meet their intent. Below, we explore the Motives of Search, a framework to segment keyword research by the driving intent behind user queries.

1. Product or Service

These searches are transactional and show high intent to purchase or research a product. Examples include:

• “Google Chromecast HDMI display adapter”
• “Running sneakers”

💡 Tip: Create detailed product pages with specifications, benefits, and customer reviews to convert these searchers.

2. Decision-Making Guidance

When users are researching before making a decision, they’re often in the consideration stage of the sales funnel. This motive is driven by:

• Reviews:
  • Expert reviews (e.g., “Consumer Reports reviews on laptops”)
  • Consumer reviews (e.g., “Amazon reviews for noise-canceling headphones”)
• Reputation Checks:
  • Business-related (e.g., “Best plumbing services in Denver”)
  • Personal (e.g., “John Doe background check”)
• Comparisons:
  • Side-by-side comparisons (e.g., “Nike vs. Adidas”)
  • Rankings (e.g., “Best wireless headphones under $100”)
  • Price/value comparisons (e.g., “Cheap Nike Jordan sneakers”)

💡 Tip: Build comparison guides, review summaries, or price breakdowns that answer these queries and guide users toward your product.

3. Exploring Alternatives

Users unhappy with a particular brand or seeking free/open-source options often search for alternatives. Examples include:

• “Free alternative to Adobe Photoshop”
• “Best budget-friendly CRM software”

💡 Tip: If your product is an alternative or competitor, create content highlighting what sets you apart.

4. Adjective Qualifiers

Searchers use adjectives to refine their results. These queries focus on specific characteristics:

• “White running sneakers”
• “Compact Bluetooth speakers”

💡 Tip: Ensure your product descriptions use clear, adjective-rich language to match these qualifiers.

5. Intended Use

Users often specify who or what the product is for:

• “Cameras for pet photography”
• “Best shoes for toddlers”
• “Wine for weddings”

💡 Tip: Write content that demonstrates how your product fits specific needs or use cases.

6. Definition and Information Searches

Searchers often seek clarity or answers to general questions:

• “What is serendipity?”
• “Who is James Durante?”

💡 Tip: Use blog posts, FAQs, or glossary pages to capture these informational queries.

7. Brand-Focused Searches

These queries are brand-driven, with users already aware of the company or product:

• “Gucci shoes”
• “Tesla charging stations”

💡 Tip: Ensure your brand dominates these results through optimized brand pages and well-maintained Google My Business profiles.

8. Location-Based Searches

Location plays a vital role in search intent. Examples include:

• Geo-Specific: “Los Angeles recording studios”
• Near Me: “Auto repair shops near me”
• Implicit Location: “Pizza delivery” (defaults to local results)

💡 Tip: Optimize for local SEO by maintaining up-to-date Google My Business listings and using geo-targeted keywords.

9. Navigation Queries

Searchers looking for specific websites or contact details use navigational queries:

• “Dell customer support phone number”
• “YouTube login”

💡 Tip: Make it easy for users to find key contact information on your website.

10. Action-Oriented Searches

These high-intent searches signify readiness to buy, download, or act:

• “Buy comedy tickets Laugh Factory Chicago Friday night”
• “Download Ubuntu desktop installer”

💡 Tip: Ensure these users are directed to clear, conversion-optimized landing pages.

11. Instructional Searches

Searchers looking for step-by-step guidance:

• “How to fix a flat tire”
• “DIY wedding centerpieces”

💡 Tip: Create instructional blog posts, videos, or guides to engage users early in their research journey.

12. Problem-Solving Queries

These searches stem from challenges users are facing:

• “Best shoes for wide feet”
• “How to get my dog to stop barking”

💡 Tip: Use empathetic content that identifies the user’s pain point and shows how your product or service solves it.

How to Use the Ten Motives of Search

1. Segment Your Keyword Research by Motive:

   • Understand whether users are seeking products, comparisons, or solutions to problems.

2. Rank Motives by Readiness to Buy:

   • Evaluate how close users are to making a purchase. For example:
     • High intent: “Buy laptop under $500.”
     • Low intent: “What is the best laptop for students?”

3. Create Targeted Landing Pages:

   • Align your content with search motives:
     • Problem-solving? Build a page addressing the issue with your product.
     • Decision-making? Offer comparisons or reviews.