1. Why Users Search (Why)

Every keyword or keyword combination a user enters into a search box represents a distinct intent. Our task is to look beyond these words to discern “what the user wants to do”—striving, in fact, to grasp their true intent from a single term.
Always bear in mind: website content and services ultimately exist to serve people; search engines are merely tools, and WordPress SEO is simply a means to achieve that end.
A single keyword may correspond to multiple intents, whereas a combination of keywords often points more clearly to a user’s specific needs.
For instance, searching for the term “umbrella” could be done to find artistic reference material, locate a supplier, or learn how to craft an umbrella by hand; however, if the word “wholesale” is added, the intent becomes crystal clear—the user is most likely a reseller in search of inventory sources.

2. What Users Search For (What)

Search content and search intent are inextricably linked. Based on user objectives, search behaviors can be broadly categorized into three types. According to research conducted by Pennsylvania State University and Queensland University of Technology, approximately 80% of searches are informational in nature, while the remaining two categories account for a smaller proportion.

  1. Navigational Search
    Users seek to locate a specific website or page—for instance, searching for “Shanghai Normal University Official Website” to find admissions information.
  2. Transactional Search
    Users intend to complete a purchase or acquire a service—for example, “umbrella wholesale” or “Sichuan restaurants nearby.”
  3. Informational Search
    Users aim to acquire knowledge or methods—for example, “how to learn English well” or “how to make handmade pizza.”

Understanding HOW users search is the key to the successful implementation of WP SEO and SEM. This encompasses not only keyword selection but also a comprehensive range of factors, such as search context, device usage, and time of day.

  1. Contextual Search
    Users employ different phrasing depending on the specific context. For instance, when using a mobile phone, they are more likely to use voice search—saying “gas stations nearby” rather than typing in “gas station address.”
  2. The Use of Long-Tail Keywords
    Specific and detailed keyword combinations can precisely capture high-intent users. For instance, a search query like “recommended high-value, lightweight laptops for 2024” indicates a stronger conversion intent than simply searching for “laptop computers.”
  3. Evolving Search Habits
    Nowadays, users tend to favor “conversational search” or “step-by-step search.” For instance, they might first search for “how to make scrambled eggs with tomatoes,” and then follow up with “can I make scrambled eggs with tomatoes without sugar?” When optimizing content, you should anticipate users’ subsequent questions and provide a coherent information path.
  4. Leverage Search Tools and Features
    For instance, use search engine commands—such as the “site:” operator to narrow the scope, or “filetype:pdf” to filter for specific document types. In terms of content strategy, you can also optimize your content specifically for the “People also ask” section and Featured Snippets to increase your visibility.