Freelance Web Writer

You need content that mirrors how people actually search.

That means understanding the why behind every query and using semantic keywords and entities to build pages Google trusts.

When you align your product pages, blog posts, and resources with search intent, you’re creating the exact content your audience (and Google) wants to find.

Keyword Intent Mapping

Not every keyword is created equal. Before you start optimizing, you need to know why someone is searching. That’s keyword intent.

Map your keywords to the right page type. An informational keyword won’t convert if you slap it on a product page. Likewise, transactional keywords belong on pages built to sell.

Intent	What They’re Looking For	Example Keywords	Content to Create
Informational	Answers to questions or solutions to problems	“What is synbiotic?” or “How does wearable health tech work?”	Educational blog posts, how-tos, and guides
Commercial Investigation	Comparing options, researching before purchase	“Best probiotic for bloating” or “Oura vs Whoop review”	Product comparisons, expert reviews, pros/cons breakdowns
Transactional	Ready to buy now	“Buy sleep tracker online” or “Seed synbiotic discount code”	Optimized product pages, limited-time offers, clear CTAs

The 3 Types of Search Intent (and How to Match Them to Your Content)

Informational Intent

These searchers want answers. They’re looking to understand a concept, solve a problem, or learn something new. Not buy (yet).

What this looks like in health and wellness:

• “How do probiotics support gut health?”
• “What are the benefits of wearable fitness trackers?”

Content to create:

• ✅ Educational blog posts
• ✅ How-to guides
• ✅ FAQs
• ✅ Expert explainers

Start by answering the question directly. Then expand with clear, actionable insights and link to relevant products naturally, with no hard sell.

Commercial Investigation Intent

These people are thinking about buying but need more information first. They’re comparing products, reading reviews, and looking for proof that your solution is the right fit.

What this looks like in health and wellness:

• “Best probiotics for bloating”
• “Oura vs Whoop for sleep tracking”

Content to create:
✅ Product comparison blogs
✅ Case studies
✅ Reviews with pros and cons
✅ Testimonials and expert opinions

Your job here is to help them feel confident. Break down features, share customer results, and give honest insights that guide their decision-making.

Transactional Intent

These searchers are ready to buy. They want the product, the price, and the “Add to Cart” button. ASAP.

What this looks like in health and wellness:

• “Buy Seed synbiotic online”
• “Oura ring sale”

Content to create:
✅ High-converting product pages
✅ Limited-time offer landing pages
✅ Clear calls to action
✅ Pricing and shipping details

Make it seamless. Remove friction and highlight trust signals like guarantees, reviews, and easy checkout options.

How Semantic Keywords and Entities Strengthen Your SEO Strategy

Before you rank, you need to know why someone is searching. These are the core intent types behind almost every keyword your customers type into Google:

Once you’ve mapped search intent, it’s time to layer in semantic keywords and entities. This is where you go beyond basic keywords and build context, the kind Google relies on to understand what your page is really about.

Semantic keywords are related terms, phrases, and concepts that naturally connect to your main keyword. They help search engines confirm your content fully covers a topic. These show Google (and readers) that you’re covering the whole subject in depth.

What Are Entities?

Entities are the who, what, where, and when behind your content. Think:

• People (like Dr. Jane Smith, a gut health specialist)
• Brands (Seed, Oura)
• Places (Los Angeles, online store)
• Concepts (immune support, REM sleep)

Entities help Google connect the dots between facts, products, and expertise.

Why They Work Together

Let’s say someone searches “best wearable for sleep tracking.” Google expects to see semantic keywords (like sleep stages, heart rate variability, smart rings) and relevant entities (such as Oura Ring, Whoop Strap, sleep study data).

If your product comparison blog naturally includes these, Google is more likely to see your content as a complete, authoritative answer and rank it higher.

Build Smarter Content That Ranks

If you want your health and wellness e-commerce site to compete, you need to match search intent and reinforce your content with semantic keywords and entities that add depth and clarity.

• Start with intent mapping: Are they researching, comparing, or ready to buy?
• Align your content type: Blog post, comparison guide, or product page — each serves a purpose.
• Support with semantic keywords: Cover the full topic naturally.
• Anchor with entities: Mention the right people, products, and concepts Google expects to see.

This is how top health and wellness brands like Seed and Oura dominate search. By answering exactly what people are searching for, in the way they want it.