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User intent refers to the motivation or purpose behind a user's search query. It’s all about figuring out what they really want to discover when typing something into a search engine.

There are generally four types of user intent:

• Informational intent: When someone is seeking information or answers to their questions. They may be looking for definitions, explanations, how-to guides, or research materials.


• Navigational intent: When someone is searching for a specific website or brand. They already know what they want to find and are using a search engine to navigate to a particular webpage.


• Transactional intent: When someone is ready to take action, such as making a purchase, subscribing to a service, or booking an appointment.


• Commercial intent: When someone is researching products or services with the intention to buy later. They are comparing products, reading reviews, and looking for the best deals before making a decision.

By understanding user intent, you can create content that aligns with what people are looking for and boost your chances of showing up in search results. Each industry and niche also changes your user intent. For example, SEO for lawyers will be a lot different compared to SEO for marketers. It's all about giving people what they need and providing them with a good search experience.

Readability

Writing for SEO isn’t just about what you write, it’s also about how you write. It isn’t enough to just place keywords into your content and call it a day. You need to consider how your audience’s experience will be when they read it.

This is where readability comes in.

Readability is all about striking the right balance between optimizing for search engines and ensuring that your content is enjoyable and valuable to human readers.

In addition to optimizing your content with keywords and internal links, you’ll want to focus on user experience. Write in a reader-friendly manner by using clear and concise language and avoiding jargon. You’ll also want to utilize headings and make your content more scannable (more on that below).

When writing and editing your content ask yourself: Is this easy to understand? Does this have a logical flow? Is this engaging? If the answer to any of these questions is “no,” you may need to make some changes.