How Understanding Search Queries Can Elevate Your SEO Strategy

Understanding the Intent Behind Search: How SEO is Evolving to Drive Business Results

In this expert conversation, Tim Butler (CEO) and Oktawiusz Skrzek (SEO Manager) from Innovation Visual discuss how the evolution of search intent is reshaping SEO — and why marketers need to rethink how they attract and convert customers through search. Recorded in September 2019, they delve into the key trends, including Google’s evolving understanding of user intent, the increasing relevance of voice search, and how businesses can leverage featured snippets for greater visibility.

Watch the full video below:

Why Search Intent Matters More Than Ever

SEO is no longer about stuffing pages with high-volume keywords. As Google evolves, so must your strategy. The key? Understanding search intent — what your audience really means when they type (or say) a query.

Whether your audience is looking to learn, compare, or buy, aligning your content with their intent is now critical to visibility, engagement, and ultimately, conversion.

“You can’t just chase the highest-volume keywords anymore. You have to ask: what is the user actually trying to do?” – Oktawiusz Skrzek

Understanding Intent: More Than Just Keywords

Search intent falls broadly into four categories:

• Informational (e.g., “what is intranet software?”)
• Navigational (e.g., “Slack login”)
• Commercial investigation (e.g., “top intranet platforms 2024”)
• Transactional (e.g., “buy intranet software”)

An example discussed in the video is the keyword “intranet.” On the surface, it looks like a dream term to rank for. But as Oktawiusz explains, the search results are dominated by login pages and internal systems — not buyers researching software. That means the intent is misaligned with most B2B marketing goals.

“High search volume doesn’t always mean high value. You need to target terms that match buying intent, not just visibility.” – Tim Butler

Voice Search & Natural Language: The Rise of Conversational Queries

Voice search isn’t just hype — it’s changing the way people interact with search engines.

Because users speak differently than they type, queries are getting longer and more conversational (e.g., “How can I integrate HubSpot with my CRM?”).

Is Voice Search Relevant to All Businesses?

Not just local ones. While local search sees the greatest uplift, businesses in any vertical can benefit — especially those that answer questions clearly and concisely.

“Voice search ties directly into featured snippets. If you’re answering questions well, you’re more likely to be the answer Google reads out.” – Oktawiusz Skrzek

Featured Snippets: The Shortcut to Position Zero

Featured snippets are the boxed answers Google displays at the top of search results — often read aloud in voice responses.

Innovation Visual has helped multiple clients capture featured snippet real estate by applying smart on-page optimisation techniques.

How to Optimise for Featured Snippets:

• Answer the core question in the first paragraph.
• Use clear, structured formatting (bullets, numbered lists).
• Include the target keyword in headers and intros.
• Focus on concise, well-written explanations.

“It’s not just about keywords. It’s about clarity. Answer the question directly and in plain English.” – Oktawiusz Skrzek

Evolving SEO Strategies: Stay Agile, Stay Intent-Led

Google’s algorithm is constantly shifting. Smart SEO isn't just about reacting to updates — it's about anticipating user behaviour and aligning your strategy accordingly.

Key takeaways:

• Don’t just optimise for volume — optimise for intent
• Think about questions, not just keywords
• Embrace voice search and conversational content
• Aim for featured snippets to boost visibility and authority

“SEO keeps you learning. That’s what makes it exciting. It’s not static – and that’s where the opportunity lies.” – Oktawiusz Skrzek

Make Your SEO Strategy Intent-Driven

At Innovation Visual, we help ambitious B2B brands move beyond outdated SEO tactics. Our approach focuses on aligning content with buyer intent, integrating SEO with RevOps, and turning organic traffic into revenue.