Digital marketing often emphasizes catchy headlines, trending hashtags, and quick SEO wins. But if your content isn’t addressing what people are genuinely looking for, it’s not doing its job. Understanding search intent is essential, especially in a digitally engaged market like the Philippines.
Millions of Filipinos use Google daily to look for answers, from “best home workout apps” to “how to start a sari-sari store.” Each search reflects a specific need, and knowing the motivation behind those queries gives you the insight to create content that connects and drives results. Understanding how and why people search is fundamental to a compelling content strategy.
Want to know more about search intent and how it can impact your brand? Let’s get right into it!
What is search intent?
Search intent, or user intent, is the reason behind a user’s query on a search engine. Are they looking for information? Trying to make a purchase? Comparing products or services? Understanding the intent behind a search helps you align your content with what the user needs in that moment.
There are four main types of search intent:
- Informational – The user is looking to learn or understand something.
Example: “What is a franchise business?” - Navigational – The user wants to reach a specific website or brand.
Example: “BIR website login” - Transactional – The user is ready to take action, usually to make a purchase.
Example: “Buy an affordable phone under ₱10,000” - Commercial Investigation – The user is comparing options to make an informed decision.
Example: “Best insurance for freelancers in the Philippines”
Why search intent matters for businesses
When businesses align their content with what users are trying to accomplish, they deliver value. Search engines are designed to serve the most relevant results based on user intent, so the better your content matches that intent, the more likely it is to appear in front of the right audience.
Take this example: a local insurance company might be tempted to publish an article titled “Why Our Insurance Packages Are the Best.” While this promotes the brand, it doesn’t reflect what people are searching for. A user looking for “What’s the best insurance for OFWs?” is unlikely to click on that kind of self-promotional content.
Instead, something like “Top 3 Insurance Plans for OFWs in the Philippines (2025 Guide)” would more effectively match search intent. It positions the business as helpful and credible, attracting more qualified traffic and opening the door to stronger lead generation.
How to align your content with search intent
Crafting compelling content that ranks is only half the equation. What matters just as much is whether it meets the user’s intent. Here’s how businesses can tailor their content to match what Filipino audiences are actually looking for:
1. Start with localized keyword research
Begin by identifying what people in the Philippines are actively searching for. Utilize tools like Google Keyword Planner, Ahrefs, or Ubersuggest, and refine your filters by region or language to identify trends that are specific to local audiences.
Examples:
- “Online business ideas Philippines”
- “DSWD ayuda application”
- “Best budget travel spots in Luzon”
2. Review the SERPs (Search Engine Results Pages)
Before creating content, search your target keywords and examine what currently ranks. Look at the format and style of top-performing results. Are they blogs, videos, product pages, or forums? This reveals what Google believes best satisfies the user’s intent.
For instance, if you search “how to cook adobo” and the top results are video tutorials, a blog post alone likely won’t perform as well. In this case, creating a short how-to video would be a more suitable approach.
3. Structure content based on intent type
Different types of queries require different content formats. Customize your approach based on what the user wants to accomplish:
- Informational: How-to guides, explainers, definitions, infographics
- Transactional: Product pages, testimonials, promo offers, simple checkout processes
- Commercial Investigation: Comparison articles, listicles, side-by-side reviews with strong calls to action
- Navigational: Branded content, optimized landing pages, straightforward site navigation to help users find you quickly
Examples of search intent-driven content in the Philippine market
a. Beauty and skincare brands
Many Filipinas search for products suited to their specific needs, such as for “best sunscreen for morena skin.” Instead of a generic promotional article like “Our Sunscreen Works Great,” a more effective approach is to create targeted content such as “Best Sunscreens for Morena Skin in the Philippines: 2025 Picks for Every Budget.” This directly addresses user intent and increases relevance.
b. E-commerce retailers
When users search for “where to buy cheap home gym equipment Philippines,” a landing page featuring affordable products, organized by price and availability, will better satisfy their intent. Highlighting deals and convenient purchase options helps convert visitors into customers.
c. Government services or advocacy
Nonprofits and public institutions can also benefit from search intent-driven content. For example, a campaign about HPV vaccination could perform better with a practical guide, such as “Where to Get Free HPV Vaccines in Metro Manila,” rather than a general awareness page. This type of content provides clear, actionable information that addresses users’ immediate needs.
Common mistakes to avoid
- Forcing sales copy on informational queries.
Someone searching for “what is digital banking” is likely seeking to learn, rather than being ready to sign up for your product. Pushing a hard sell too early can deter users. - Ignoring local language and slang.
Many Filipinos search using Taglish or Filipino phrases, like “saan makakakuha ng NBI clearance” or “murang resort Batangas.” Your content should naturally incorporate these variations to connect better with your audience. - Over-optimizing keywords without delivering value.
Ranking is important, but users won’t stay if your content doesn’t provide meaningful, helpful information. Focus on quality over keyword stuffing.
Crafting content that clicks
Understanding search intent helps you serve your audience more effectively. Aligning your content strategy with what Filipinos are actually searching for creates meaningful touchpoints that build trust, increase engagement, and drive conversions.
Partnering with a trusted PR agency brings valuable local insights and strategic storytelling to the table, ensuring your intent-driven content connects deeply in the competitive digital landscape of the Philippines. With expert guidance, empathy-driven, search intent-focused content can set your brand apart.
Ready to create content that truly resonates and drives results? Get in touch with NGP-IMC today to start crafting a failure-proof strategy.
Irishbeth Relampagos is a writer who specializes in crafting copies across various content formats, mainly SEO blogs and marketing materials. Her passion for translating ideas into impactful content has helped brands connect with their audiences in ways that transcend superficial and transactional interactions.
Irishbeth pursued English Language Studies at Polytechnic University of the Philippines where she honed her skills in writing. While originally focused on writing poems and opinion pieces, she shifted her career path to content writing after a successful stint as an SEO content writer during her internship.