Customer Intent and The Psychology of Search

Hi there,

Smart content starts by meeting the customer where they are. It rarely jumps to the hard sell. Let me explain …

It’s the dead of winter in Scotland, and our boiler has just packed in. The house is freezing, and family panic starts to set in.

So I quickly find myself Googling “Error 04 Ariston boiler”.

At this point, I’m not in the market for a new boiler, I’m searching for help with my current problem. So I ignore all the new boiler ads and search for the answer.

This one stands out: “Ariston Boiler Problems (Error Codes) & Fixes”

It’s a great article; expertly written, but I quickly realise it’s a fault I can't fix without professional help.

Where content magic starts to happen…

My situation has quickly changed - from wanting to fix an old boiler - to actively searching for a new one! So I turn my attention to the author of the helpful post: the clever folks at Heatable. And as it happens, they also sell boilers… who would've guessed? 😉 

The authors have now established two things: authority and trust: both essential in decision-making. We all prefer to purchase from people who clearly know their stuff and are eager to lend a hand.

Not only that, these guys can get me a new top-notch boiler in 24hrs! 

This is a perfect example of content which nails search intent.

3 key elements of smart Search Intent:

1. Topical authority – They provided a valuable, relevant answer.

2. Trust building – They helped first, rather than pushing a sale.

3. Seamless conversion – When I was ready to buy, they made it easy.

You see - in SEO terms - I was initially conducting a search with informational intent. It had nothing to do with buying a new boiler [commercial intent].

I was looking for a solution to a different but adjacent pain. But, off the back of this simple search, I ended up engaging much further...

How to apply the principles of Search Intent

💡 Mental model

To make the most of search intent, use this simple framework:

• What is your customer searching for? → [Context + Specific query]

• What valuable insight can you provide? → [Expert content]

• How can you naturally lead them to your solution? → [Seamless transition to product]

✨ Top tip - AI can help you brainstorm answers to these questions.

Context really is everything. You have to understand the likely situation and associated intent of your prospective buyer.

They might not be ready to buy immediately, but they might sign up to your newsletter or download some relevant content.

If you get this right... the results will eventually come.

Speak soon, 

Peter

P.S. If you're in Edinburgh on 11^th Feb, I’ll be sharing insights on how to use ‘Voice of the Customer’ to validate your go-to-market strategy at Barclays Eagle Labs. Tickets are free - details below: