User Intent: The Small Business Guide to Getting Found Online
Think about the last time you used Google. Maybe you typed "plumber" because your tap was leaking. Or "hairdresser prices" because you needed a trim. Each search tells a story about what you want.
What Your Customers Want
Whenever someone searches online, they try to solve a problem or find something specific. Understanding these searches helps you create website content that brings in business rather than just visitors.
Four Ways People Search
Your customers search in four main ways:
1. Quick Answers
"Opening times" or "location" - They want specific information, fast.
2. Learning More
"How to choose" or "what's best for" - They're researching before deciding.
3. Comparing Options
"Prices" or "reviews" - They're checking different businesses.
4. Ready to Buy
"Book now" or "buy today" - They want to take action immediately.
Making Search Work Smarter
The old way of choosing website keywords meant hours of guesswork. You'd pick words you thought customers might use, then hope for the best. That's like trying to catch fish without knowing where they swim.
Smart keyword choices come down to three simple questions:
- Does this match what I sell?
If you're a baker, "fresh bread" makes sense. "Cake recipes" might bring visitors, but they want to bake, not buy. - Do people search for this?
You might call your service "domestic liquid delivery systems," but customers search for "plumber near me." - Can we compete for this search?
Some searches are harder to rank for than others. The KickstartSEO Portal shows you which ones give you the best chance of success.
The Portal takes the guesswork out of these decisions. It shows you:
- What do your customers search for
- Which searches bring in buyers (not just browsers)
- Where you have the best chance of ranking well
Think of it as having a sat-nav for SEO - it shows you the quickest route to better rankings without the wrong turns.
Common Search Intent Mistakes
Many businesses damage their search rankings without realising it. Here are the five most expensive errors:
1. Writing for Google, Not Customers
Stuffing pages with keywords might seem clever, but Google prefers natural writing that helps people.
2. Using Industry Jargon
You might call it a "residential water supply system assessment." Your customers search for "check my water pressure." Guess which one brings in business?
3. Focusing on Company History
Your 'About Us' page matters, but customers care more about how you can help them today. Save the history lesson for after you've answered their questions.
4. Missing Local Opportunities
Adding your location to key pages helps you appear in "near me" searches. But many businesses forget this simple step.
5. Letting Content Go Stale
Search trends change. Last year's popular searches might not match what customers want today.
Simple Steps to Get Started
- Look at your busiest times. What makes customers choose you, then?
- Ask new customers how they found you - what did they search for?
- Check your website - does it answer these common questions?
- Review your content monthly - are you still answering the right questions?
- Watch your competitors - what searches are they missing?
Making Search Work for You
The KickstartSEO Portal shows exactly what searches bring people to your website - and more importantly, which searches turn into sales. By tracking these patterns, you can focus on content that brings in paying customers, not just website visitors.
Need Help Making Sense of This?
Want to see what your customers are searching for? Get a free SEO audit, and we'll show you the searches you're missing out on now.
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