Marketworth Blog

Introduction

Every day, people are searching online — and their searches reveal more than interests. They reveal intent. Understanding buyer intent helps you create content, products, and ads that meet people right where they are — just before they buy.

This post will show you how to track that intent using free tools like Semrush, Google Trends, and AnswerThePublic.

What is Buyer Intent?

Buyer intent refers to how close someone is to making a purchase. For example:

• “Best running shoes for marathons” = high intent
• “Running tips for beginners” = low intent

When you understand which keywords signal intent, you can create laser-focused content, ads, and offers.

Three Levels of Search Intent

1. Informational — “What is protein powder?” (Top of funnel)
2. Comparative — “Whey vs plant protein” (Middle of funnel)
3. Transactional — “Buy vegan protein powder Kenya” (Bottom of funnel)

Match your content to each level. Blogs work best for informational. Reels and landing pages convert best at the transactional stage.

Free Tools to Track Buyer Intent

• Semrush — Use Keyword Magic Tool to explore search volume and intent
• AnswerThePublic — See real questions people ask about your topic
• Google Trends — Compare interest by location and time

Example:

Let’s say you sell eco-friendly water bottles. AnswerThePublic might show:

• “Are eco bottles safe?” — informational
• “Eco bottle vs plastic bottle” — comparative
• “Buy eco bottle in Nairobi” — transactional

You could then create a Reel for comparison, a blog for safety questions, and a product post with location tags for Nairobi buyers.

Use AI to Interpret Intent

Tools like ChatGPT can take a list of keywords and categorize them by intent. Try this prompt:

"Classify these keywords by buyer intent (informational, comparative, transactional): [paste keywords here]"

You’ll instantly get a map of what type of content you should create for each stage of the customer journey.

Real Brand Example

A small fashion brand in Mombasa used Semrush to find that “cotton hoodie for men” had 3x higher intent than “hoodie outfit ideas.” They changed their captions, product tags, and ads to focus on buying terms — and saw a 40% increase in orders in 3 weeks.

How to Apply This Today

• 🔍 Use AnswerThePublic to see what your audience is searching
• 📊 Use Semrush to gauge keyword intent and volume
• 📍 Use Google Trends to find location-based buying signals
• 💡 Create one piece of content for each level of the funnel

Final Thoughts

Stop guessing what your audience wants. The search bar already told you. The difference between a struggling brand and a thriving one? Intent-driven content.

Track it. Test it. Use it — and your content will not just be seen, but acted on.

Businessworth — where silence is not an option.

Want help identifying buyer intent keywords for your niche?
📩 DM @Businessworth or grab the free “Buyer Intent Keyword Pack” from: https://businessworth1.blogspot.com

Next in this series: How to Use AI to Build a 30-Day Content Calendar in 30 Minutes