Search engine optimization strategies are still largely dependent on keywords. Outbound and inbound links, optimized website design and relevant, unique and informative content continue to be important. However, an SEO strategy should also factor in the intent of users. Every internet user initiating a search on Google has a specific intention. The intent could be informational or navigation. It may be transactional. Most people who start searching for something are not at a stage wherein they will make a decision to purchase a product or sign up for a service. Only such a stage requires transactional content. Other stages require either informational or navigational contents.
The first step to create an SEO strategy based on user intent is to understand the three kinds of contents that Google find relevant depending on the search initiated. Google is constantly trying to rank relevant pages for all kinds of search criteria. The search engine giant is hence not only considering but actually recognizing the intent of users. It is ranking pages or displaying search engine results according to that intent. Let us factor in a few real examples.