One of the most overlooked but critical factors in content strategy is user intent.
Whether you’re creating evergreen content that lasts for years or trending content that lasts for days, understanding why people search is the key to relevance and success.
Let’s explore how user intent influences both content types—and how to craft posts that meet readers where they are.
🔍 What Is User Intent?
User intent refers to the reason behind a search query.
When someone types something into Google or clicks on content, they have a specific goal in mind—usually one of the following:
Informational Intent – “I want to learn something.”
Navigational Intent – “I want to go to a specific site.”
Transactional Intent – “I want to buy or do something.”
Understanding which type of intent you’re targeting can help shape your content’s structure, tone, and purpose.
🌲 User Intent for Evergreen Content
Evergreen content is typically informational or how-to-based. People search for it when they want detailed guidance, insights, or education.
✅ Examples of Evergreen Intent:
“How to start a blog in 2025” → Informational
“Best SEO tools for beginners” → Informational/Transactional
“Blog content checklist” → Navigational/Informational
🛠 How to Align:
Use clear H1 and H2 headings to help readers find answers quickly.
Include actionable steps or tips so the content solves a real problem.
Optimize for long-tail keywords that reflect common questions.
Remember: Evergreen content is often used as a resource and may be bookmarked, saved, or revisited later.
🔥 User Intent for Trending Content
Trending content often matches curiosity, reaction, or real-time interest.
People looking for this type of content usually want quick answers, live updates, or opinions on recent events.
✅ Examples of Trending Intent:
“Apple WWDC 2025 highlights” → Informational (Time-sensitive)
“Taylor Swift Eras Tour latest news” → Navigational/Informational
“Google Algorithm Update June 2025” → Informational (Urgent)
🛠 How to Align:
Be fast and concise. Don’t overexplain—deliver value in the first few lines.
Use current data or quotes to add credibility.
Engage emotions—use headlines that evoke curiosity or urgency.
Pro Tip: Trending content often benefits from push channels like social media, YouTube Shorts, and email blasts.
⚖️ Comparing User Intent Across Content Types
| Feature | Evergreen Content | Trending Content |
|---|---|---|
| Search Intent | Informational, Navigational | Informational, Emotional, Timely |
| Longevity | Months to years | Hours to days |
| Tone | Educational, helpful | Exciting, reactive, urgent |
| Call to Action (CTA) | Subscribe, Download, Learn More | Comment, Share, React, Stay Updated |
| Search Example | “Email marketing tips” | “Gmail outage today” |
🧠 Why Matching Intent Matters
If you mismatch the content type with the user’s intent:
❌ You’ll see high bounce rates.
❌ Your SEO rankings might suffer.
❌ Readers won’t engage or convert.
Matching intent is not optional—it’s essential for:
Higher click-through rates
Better on-page engagement
More conversions and leads
✅ Final Tips for Content Creators
Use Google’s “People Also Ask” to spot intent.
Analyze SERPs (search engine result pages) to understand what ranks and why.
Ask yourself:
“What does the user want to do after reading this?”
If your content answers that question well, it’s on the right track—whether it’s evergreen or trending.
By aligning your strategy with user intent, you’ll create content that not only ranks—but resonates.