How to Understand the Search Intent in 8 Steps: The #1 SEO Skill That Gets You Ranked (Using Whale Watching in Madeira 🐳)

Intro: If your content isn't ranking, it's not your search queries (keywords)—it's your aim.

Imagine spending hours writing a blog post, only to watch it sink to page 3 of Google. Meanwhile, your competitor’s site soars to the top—sometimes with less content. What do they know that you don’t?

The answer: Search intent.
It’s the hidden force behind every high-ranking page. It tells you exactly what your audience wants—so you can give it to them before anyone else does.

In this step-by-step guide, you’ll learn how to reverse-engineer intent like an SEO pro (even if you’re not one). And to make it fun, we’ll use a real-world example: Whale Watching in Madeira 🐋🌴

By the end, you’ll know how to:

Spot the intent behind any search query (aka ‘keyword’)
Structure your content to match what people actually want
Use AI tools like Gemini to save time while boosting performance

Ready to turn Google into your biggest traffic source? Let’s dive in.

Key Highlights in this article

Search intent is the foundation of effective SEO. If you don’t understand what your audience is looking for, you can’t give it to them.
A Google search reveals more than just links—it reveals what people care about. Learning to read between the lines (or results) is a powerful skill.
Using tools like People Also Ask, Autocomplete, and Gemini helps you identify what really matters.
Once you understand search intent, you can create content that ranks higher and helps more people.

1. What Is Search Intent in SEO? (And Why It Matters)

Search intent refers to the reason behind a user’s Google query. Are they researching, ready to buy, or just curious?

Let’s say someone types “whale watching Madeira.” Are they looking for:

A list of tour providers?
The best time to go?
Personal experiences from others?

Or maybe… all of the above and more?

Understanding this intent is like handing your audience a hot cup of exactly what they were craving. In my time leading SEO strategy for a 100-person travel startup, this one insight consistently separated mediocre content from top-performers.

2. Start with a Simple Google Search 🌎

Go ahead. Type “whale watching Madeira” into Google.

What do you see?

Blog posts with trip reviews
Tour booking platforms
Articles about the best months to go

That’s a goldmine of data. It tells you what people expect to find. At this stage, you’re not just collecting keywords—you’re observing patterns.

Tip: Pay special attention to what kinds of formats appear. Are they listicles, guides, or company pages? This gives insight into what style Google thinks best serves the intent.

➡️ What to do next: Use what you see as a blueprint. If Google shows mostly tour guides and listicles, then your content should follow a similar structure. This increases your chances of ranking higher and better satisfying user needs.

3. Analyze the Top-Ranking Pages 🔍

The first few pages on Google have already cracked the code. Let them teach you.

Skim through each one. What questions are they answering? What do they focus on in the first few paragraphs?

For “whale watching Madeira,” we see common topics:

What to expect on the tour
Best months for sightings
Tour booking options
Types of whales spotted

This is your blueprint. If these topics are front and center on top pages, they should be on yours, too.

➡️ Action step: Don’t just include these topics—bring them to life. Present them in the most engaging way you can imagine. Add visuals, personal anecdotes, infographics, or expert quotes. Your goal is to create the most helpful, exciting version of this content on the internet.

4. Use the "People Also Ask" Section 🤔

Google’s “People Also Ask” box is basically free user research.

When you search “whale watching Madeira,” questions pop up like:

“Is whale watching in Madeira worth it?”
“When is the best time to go?”
“Morning or afternoon tours?”

These questions reveal deeper layers of the user’s intent. Not just what, but why and when they want it. Think of it as peeking into your readers’ brains—without needing a brain scanner.

Pro tip: Try clicking on a few questions. Google reveals even more related queries below!

➡️ Action step: Copy the most relevant questions into a doc and answer each one clearly on your page. This not only aligns with user needs but boosts your chances of appearing in the “People Also Ask” section yourself.

5. Check Google Autocomplete + Related Searches 🔎

Start typing “whale watching Madeira” into Google’s search bar and you’ll notice suggestions pop up:

“whale watching Madeira November”
“best time for whale watching Madeira”
“Funchal whale watching tours”

At the bottom of the search results, you’ll also find “Related Searches,” like:

“catamaran tours Madeira”
“whale watching reviews Madeira”

This is Google’s way of saying: “Hey, people also ask about these things. Might want to include them.”

Include them you shall! These are prime opportunities to meet your audience where they are.

6. Use Gemini or AI Assistants to Summarize Patterns 🧹

Sometimes, you need a fast summary. Google Gemini (or similar AI tools) can break down key topics at a glance.

With “whale watching Madeira,” Gemini highlights:

Best times to go
What to expect
Which tours are most popular
What to bring
Tips for a better experience

Use this overview as a checklist. Did your content cover all of this? If not, it’s time for a rewrite.

Side note: I’ve used Gemini to audit SEO pages in under 5 minutes—then added 20% more clarity and structure based on the patterns it found. Think of it as your SEO sidekick.

7. Organize & Rank Your Findings 📈

Now that you’ve gathered all this intel, sort it.

Ask yourself:

Which topics show up most often?
What questions seem most urgent?
Are some answers missing from existing pages?

Then rank your findings. Put the most searched, most useful items at the top. Less critical but still interesting info goes further down.

This helps you structure your article in a way that answers the most pressing questions first—which keeps users engaged (and makes Google happy).

8. Create Content That Matches the Search Intent 🚀

Now it’s time to build!

Using our Madeira example, your article or landing page should start strong:

First section? “Best time to go whale watching in Madeira”
Follow with “Top whale watching tours in Funchal and Calheta”
Add “What to expect on your whale tour”
Sprinkle in real photos, packing tips, and personal experiences

End with a FAQ and maybe even a booking button.

By matching the structure and content to the searcher’s needs, you’re offering the most useful page on the topic. Google notices that.

Fun fact: At CheckYeti, we used this exact approach to rewrite pages and jump to position #1 for hundreds of travel experiences.

Conclusion: Search Intent Is Your SEO Superpower 🤖

Whether you’re writing about whale watching or launching a product page, search intent is the compass that guides great content.

By understanding what your users really want, you stop guessing and start ranking. You create content that serves, converts, and builds trust.

Got questions about how to apply this to your industry? Hit me up. Let’s get your site swimming with traffic.

Ready to create content that hits the bullseye? Let’s make sure your content not only ranks—but resonates. And hey, maybe we’ll spot a whale or two along the way. 🐳

FAQs

What is search intent in SEO?

Search intent refers to the purpose behind a user’s search. Are they looking to buy, learn, or navigate somewhere? Identifying this helps tailor your content.

How do I find search intent for a search query (keyword)?

Search the term on Google, study the top results, check the “People Also Ask” section, look at autocomplete suggestions, and use AI tools like Gemini to summarize patterns.

Why is understanding search intent important?

When your content matches search intent, it ranks better, attracts the right audience, and provides real value—which builds trust and drives conversions.

What if a search query (keyword) has multiple intents?

When a search query (keyword) has multiple possible intents, your goal is to identify the dominant or most common one—what most people are likely looking for. Then, create one comprehensive page that fulfills this main intent while also addressing relevant secondary intents.

For example, a strong article on “whale watching Madeira” might include sections on the best time to go, top tours, what to expect, and practical tips—because most users want all that information in one place.

Creating multiple pages only makes sense when the intents are clearly distinct and better served separately. For instance, you might have one page that provides detailed information about whale watching in Madeira, and another where users can directly book a tour.

How often should I review search intent?

At least quarterly. User behavior and Google’s algorithm change, so keeping your content aligned is key to staying relevant.

The Prompt used To Create this article

I want to be transparent on how this article was written, so below you will find the prompt to create this article. Of course, I asked for adjustments afterwards, but here is the initial input:

Check the prompt

Can you restructure the article below, so it fits the structure for blog articles for my website, www.patricklindbichler.com? The article should be clear and easy to understand, especially for people who are new to the topic. Still it should stay as compelling as the original article and also have the same length. It should be written in good American English, using not too complicated words so that even non-native English speakers can follow along easily. The tone should reflect my expertise as a thought leader in SEO, content creation, and leadership. Feel free to use examples from my experience as proof points and explain them in a clear und compelling way.

I am typically a positive and humorous person, so the writing style can be upbeat with a few lighthearted jokes here and there—just nothing offensive. The article should be engaging, fun to read, and educational. Please follow the structure outlined below, and feel free to expand on the points with additional context to ensure that each paragraph presents clear arguments.

Structure of the article:

Introduction: Start with a paragraph that summarizes the topic and grabs attention. You can make a strong statement or ask a thought-provoking question that will be answered later in the article.
Key Highlights (3-4 bullet points): Include a few short bullet points summarizing the key takeaways of the article. Each point should be 1-2 sentences long.
Main Content: Break the main part of the text into several text parts, each with a heading optimized for SEO and AI search. Each text part can have 1-3 paragraphs, depending on how much content is needed to explain the point clearly and bring the argument across. The paragraphs should be easy to read and compelling. Aim for 7-10 sentences per paragraph, with each section offering additional context.
Conclusion: Wrap up the article by summarizing the main points and inviting readers to reach out if they have any questions or want to learn more.
FAQs: Include 5 frequently asked questions about the topic, with clear answers that add value to the reader.

Formatting:

Use bold for key points, ensuring every 4th or 5th sentence has something in bold for emphasis.
Add emojis throughout (but no more than 50 total) to make the article more visually appealing.
If you include practical tips, illustrate them with real-life examples to make the content relatable.

Please make the article a minimum of 1800 words. Feel free to ask me if you need more input or add information and context where you feel it’s necessary to convey a message or provide more clarity.

Goals:

Please optimise the article for SEO. Give recommendations for search terms to include and integrate them into the titles of the paragraphs and the beginning of the article.
Please make the article engaging so people are intrigued to read but also enjoy reading.
What readers learn in the article, should be easy to apply for them because everything is explained clearly and has examples

Please restructure the following article with the guidelines above:

7 Steps to understand the search intent using the Example of Whale Watching in Madeira

When it comes to SEO, one of the most crucial aspects is to understand the search intent behind the search terms (or keywords) you’re targeting. Let’s dive into a step-by-step guide on how to uncover search intent, using the example of “whale watching Madeira.”

1. Conduct a Google Search

To begin, conduct a Google search for your target search term, in this case, “whale watching Madeira.” Take a look at the results to gain insights into what information is important to people searching with this query.

In our case, a search for “whale watching Madeira” reveals articles with general information, such as how a whale-watching tour takes place, the best time to go, booking options, and the types of whales you can expect to see. This initial research indicates that people are interested in gathering detailed information about whale watching in Madeira.

2. Analyze the Top Ranking Pages

The top-ranking pages for your chosen keyword are currently performing well in terms of fulfilling the search intent. Analyze these pages to understand what kind of information they provide, especially at the beginning of their content.

In our example, the top-ranking pages offer extensive information about whale watching in Madeira, answering key questions that potential visitors might have. This information includes:

A detailed description of the whale watching tour experience.
Insights into the optimal timing for whale watching in Madeira.
Information on where and how to book whale watching tours.
An overview of the types of whales that can be observed.
Additional pertinent details and related topics.

From this analysis, it’s evident that the search intent revolves around getting comprehensive information to plan a whale watching adventure in Madeira.

3. Check the “People Also Ask” Section

The “People Also Ask” section in Google search results often contains questions related to the search intent. These questions provide valuable insights into what people want to know about the topic.

In the case of “whale watching Madeira,” questions like this come up:

“What is the optimal period for observing whales in Madeira?”
“Is the experience of whale watching in Madeira truly worthwhile?”
“Is there an ideal time of day for whale watching in Madeira – morning or afternoon?”
“When is the most suitable time for engaging in whale watching?”

They suggest that searchers are looking for recommendations and guidance on the best times and experiences for whale watching in the region.

4. Check Google Autocomplete and Related Searches

Google Autocomplete and the “Related Searches” section offer additional hints about what is important to the search intent. These features suggest popular search terms and related topics that users are interested in.

For our example, Autocomplete provides information about specific locations (Funchal and Calheta), the best ways to view whales, ideal months for whale watching (November, April, …), and the possibility of catamaran tours. This data implies that searchers want to know where they can go whale watching, what methods are best, when it’s optimal, and the available tour options.

5. Collect Your Findings and Structure Them

Gather all the terms and topics you’ve discovered throughout this research. Make a list, count how often each term or piece of information appeared, and give a quality score to the more prominent details.

In our example, the following terms and topics appear relevant:

“Is the endeavor of whale-watching in Madeira a rewarding experience, and which magnificent whale species can one encounter?”
“What is the best time to embark on this adventure?”
“Where are the recommended locations to go on a whale watching trip?”
“Which whale-watching tours come highly recommended for an unforgettable experience?”

5. Check Gemini

When you use Google’s AI Gemini, it’s like having a smart assistant that helps figure out what people are looking for. With our “whale watching Madeira” search, Gemini sums up the key points for people:

When to go
Where to go
What to expect
What to bring
Popular providers of tours

It’s like having all the answers in one place, already put together in a clear, easy-to-understand way. Gemini makes it simple to see what’s most important to people searching for this information, which is handy when you want to create content that answers all of those questions without making users dig for it.

6. Rank Your Findings

Ranking your findings is a crucial step in understanding and addressing search intent effectively. After organizing the information you’ve gathered, paying special attention to the pieces of information that appear most frequently and are showcased prominently on the search result page and top-ranking pages.

The idea here is to prioritize the information that is most in demand by searchers. By placing this essential information at the top of your ranking, you ensure that your content immediately addresses the primary concerns and questions of your audience. As you work your way down the ranking, you can include less frequently mentioned details, providing a comprehensive resource that caters to varying levels of curiosity and interest. This hierarchy ensures that your content aligns with the search intent, enhancing user satisfaction and potentially boosting your search rankings.

7. Use Your Findings on the Search Intent

Now that you’ve gained a comprehensive understanding of the search intent, it’s time to create content that caters to it. Begin with the most critical terms and information and work your way down the list. You may choose to omit less important information to maintain a reader-friendly experience.

In the case of whale watching in Madeira, you can create a web page that covers the topics outlined in step 5, addressing key questions and concerns related to the search intent. By doing so, you’ll provide a valuable resource that fulfills the search intent better than other pages, enhancing your chances of ranking higher in search results.

FAQs:

What is the search intent in SEO?

Search intent in SEO refers to the reason why people conduct online searches. It’s the underlying purpose or motivation behind a search query, such as seeking information, making a purchase, or finding a local service.

How can I determine search intent for my target keywords?

To determine search intent, conduct a Google search for your target keywords, analyze the top-ranking pages, explore the “People Also Ask” section, and review Google Autocomplete and Related Searches. Collect and rank the information to understand what people are looking for.

Why is understanding search intent important in SEO?

Understanding search intent is crucial because it helps you create content that aligns with what users are looking for. When your content matches search intent, it’s more likely to rank well, attract relevant traffic, and lead to conversions or engagement.

What should I do if the search intent varies for a keyword?

If search intent varies for a keyword, consider creating multiple pieces of content that cater to different aspects of the intent. This allows you to address a broader audience and increase your chances of capturing various search intents.

How often should I update my content to match changing search intent?

Regularly monitoring search results and user behavior is essential. If you notice changes in search intent or user preferences, update your content accordingly to stay relevant and maintain your search rankings.

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