You know that feeling when you Google something oddly specific, like “best running shoes for flat feet in rain,” and the first result nails exactly what you needed? That’s not luck. That’s smart SEO. And if your business isn’t showing up for those kinds of searches—the ones that scream “I’m ready to buy”—then your content might be working hard for the wrong crowd.
Here’s the kicker: 93% of online experiences start with a search engine. Not social media, not email, not even direct URLs. Search. And yet, too many brands chase rankings like they’re collecting baseball cards; big names, flashy stats, zero connection to the game they’re actually playing. Source
So, let’s ask the real question: are you showing up for the searches that matter to your business? Or are you just showing up?
Why intent matters more than volume
Google’s gotten smarter. Like, eerily smart. Thanks to updates like
BERT
and MUM, the algorithm can now interpret meaning, nuance, and context more like a human, less like a robot skimming for keywords. It’s no longer just scanning what people type; it’s trying to understand what they actually mean.
That’s where search intent comes in. There are four main types:
- Informational: “What is a CRM?”
- Navigational: “HubSpot login”
- Transactional: “Buy CRM for small business”
- Commercial investigation: “Best CRM for startups 2024”
If your content is targeting the wrong intent—say, pushing a product page when someone’s just trying to learn the basics—it’s like handing someone a sales contract when they just asked for directions. It doesn’t just fall flat; it turns people off.
You can chase volume all day. But if it doesn’t align with intent, it won’t convert.
High-volume keywords are tempting. They look impressive in reports. But if you’re chasing “CRM” instead of “best B2B CRM for small teams,” you’re probably competing with Salesforce, HubSpot, and a few dozen other giants. And you’re attracting people who may not even know what they want yet.
Long-tail keywords might bring less traffic, but they bring the right traffic. The kind that converts. The kind that’s already halfway down the funnel with a credit card in hand.
Want to know what people are actually searching when they land on your site? Tools like Google Search Console, Ahrefs, and SEMrush can show you the exact queries bringing users in. Cross-check that with your business goals. If there’s a mismatch, you’ve got work to do.
SERP features: the new front row seats
Organic rankings still matter, sure. But these days, the search results page looks more like Times Square than a tidy list of links. You’ve got featured snippets, People Also Ask boxes, local packs, video carousels—all of them vying for attention.
If your content isn’t structured to win those placements, you’re basically sitting in the nosebleeds while your competitors land center stage.
That’s where schema markup comes in. It’s like giving Google a cheat sheet for your content. Want your FAQs to show up in People Also Ask? Add FAQ schema. Selling a product? Use product schema. It’s not hard, and it makes a difference. Learn more
Local and mobile: the double whammy
If you serve a specific region—say, a law firm in Austin or a bakery in Portland—then local SEO isn’t optional; it’s survival. “Near me” searches have exploded by over 500% in recent years. People aren’t just searching. They’re searching with intent to go. See the data
So make sure your Google Business Profile is claimed, filled out, and consistent across every directory that matters. Add local keywords. Include directions. Post updates. Basically, treat it like your second homepage.
And don’t forget mobile. Over 60% of searches happen on phones now. If your site isn’t mobile-friendly, you’re not just losing rankings; you’re annoying people. And annoyed people bounce. View stats
Metrics that actually tell you something
So how do you know if you’re showing up for the right searches? You look at the right numbers.
Start with click-through rate. Are people clicking your link when they see it? Then check bounce rate and dwell time. Are they sticking around or fleeing after five seconds? Layer in conversion data from organic traffic. Are these visits turning into leads, sales, or whatever matters most to you?
And finally, segment your keyword rankings by intent. Someone searching “how to choose a CRM” isn’t the same as someone searching “buy CRM today.” Treat them differently.
Google Analytics 4 and Looker Studio can help you connect all these dots. Just don’t get lost in the dashboards. The goal isn’t to admire the data; it’s to act on it.
So, are you showing up?
Ranking is just the beginning. The real win comes when your content matches intent, your structure matches the SERP, and your site meets people where they are—literally and figuratively.
If your traffic looks great but your conversions don’t, or if you’re getting clicks for keywords that sound impressive but don’t move the needle, it’s time to recalibrate.
Audit your keyword visibility. Match it to what your ideal customers are actually searching. Structure your content to show up in the places that matter. And make sure your site works like a charm on mobile.
Because showing up isn’t enough. You’ve got to show up in the right place, at the right moment, with the right answer. That’s how you win search.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog