Semrush: Nail Search Intent, Win at 2026 Marketing

In 2026, throwing keywords at the wall and hoping they stick is a recipe for marketing disaster. Understanding and acting on search intent is the only way to connect with customers who are actively seeking what you offer, and the best tool for doing so is Semrush. Are you ready to learn how to use Semrush to dominate search results?

Step 1: Identifying Search Intent with Semrush’s Keyword Magic Tool

Sub-step 1: Accessing the Keyword Magic Tool

First, log into your Semrush account. On the left-hand navigation menu, find the “SEO” section. Underneath that, you’ll see “Keyword Research.” Click on “Keyword Magic Tool.” This will bring you to the main interface where the magic happens.

Sub-step 2: Entering Your Seed Keyword

In the search bar at the top of the Keyword Magic Tool, enter a broad keyword related to your business. For example, if you’re a personal injury lawyer in Atlanta, you might enter “car accident lawyer.” Then, select your target location (in this case, “United States”) from the dropdown menu and click the blue “Search” button.

Sub-step 3: Filtering by Question Keywords

Once the results load, you’ll see a massive list of related keywords. This is where understanding search intent comes in. On the left-hand side, you’ll see a “Questions” filter. Click this filter. Semrush will now display only keywords phrased as questions. These are incredibly valuable because they directly reveal what information users are seeking.

Pro Tip: Pay close attention to the “Volume” column. Higher volume indicates more people are searching for that specific question. Prioritize questions with decent volume that are highly relevant to your services.

Sub-step 4: Analyzing Keyword Intent

Now, let’s analyze the intent behind these question keywords. Semrush categorizes intent into four main types: Informational, Navigational, Commercial, and Transactional. While Semrush doesn’t explicitly label each keyword with an intent type, you can usually infer it from the question itself. For example, “how much is a car accident lawyer in Atlanta” clearly has Commercial intent, while “what to do after a car accident” is Informational.

Common Mistake: Don’t only focus on Transactional keywords (those that indicate an immediate desire to buy). Informational and Commercial keywords are crucial for building trust and guiding users down the funnel.

Expected Outcome: You should now have a list of question keywords, each with a clear understanding of the user intent behind it. This will inform your content strategy in the next steps.

Step 2: Analyzing SERP Features to Understand Intent

Sub-step 1: Selecting a Keyword

From your list of question keywords, choose one that you want to target. For example, let’s say you’ve chosen “what are my rights after a car accident in Georgia?”

Sub-step 2: Using the Keyword Overview Tool

Click on the keyword in the Keyword Magic Tool. This will take you to the “Keyword Overview” page. Here, you’ll see a wealth of information about the keyword, including its search volume, trend, and related keywords.

Sub-step 3: Examining SERP Features

Scroll down to the “SERP Features” section. This is where you’ll get crucial insights into search intent. Semrush shows you which SERP features are triggered for this keyword, such as Featured Snippets, People Also Ask boxes, Image Packs, and Videos. A Featured Snippet, for example, indicates that Google is looking for a concise, direct answer to the question.

Pro Tip: Pay close attention to the types of content that are currently ranking in the Featured Snippet and People Also Ask boxes. This will give you clues about the format and style of content that Google prefers for this specific intent. For instance, if the Featured Snippet is a bulleted list, you know you need to structure your content with a list format.

Expected Outcome: You’ll have a clear understanding of the SERP features that are triggered for your target keyword, allowing you to tailor your content to match what Google is prioritizing for that specific intent.

Step 3: Creating Content Optimized for Search Intent

Sub-step 1: Aligning Content Format with SERP Features

Based on your SERP feature analysis, choose the appropriate content format. If a Featured Snippet is present, create a concise, direct answer to the question in a paragraph or list format. If People Also Ask boxes are prominent, address those related questions in your content. If videos are ranking well, consider creating a video to supplement your written content.

Sub-step 2: Using Intent-Driven Language

Use language that directly addresses the user’s intent. For example, for the keyword “what are my rights after a car accident in Georgia?”, your content should directly address the legal rights of car accident victims in Georgia. Reference specific Georgia statutes. (O.C.G.A. Section 51-1-6 covers torts) Mention the possibility of seeking compensation for medical bills, lost wages, and pain and suffering.

Editorial Aside: Here’s what nobody tells you: don’t be afraid to be specific. General advice is useless. The more specific you are to the user’s intent, the better your chances of ranking.

Sub-step 3: Optimizing for Readability

Ensure your content is easy to read and understand. Use clear headings, subheadings, bullet points, and short paragraphs. This will make it easier for both users and search engines to understand the content.

Common Mistake: Writing for search engines instead of users. Remember, Google prioritizes content that provides a great user experience. If your content is difficult to read or understand, it won’t rank well, no matter how well it’s optimized for keywords.

Expected Outcome: You’ll have created content that is highly relevant to the user’s intent and optimized for both users and search engines.

Step 4: Tracking and Refining Your Strategy with Semrush’s Position Tracking

Sub-step 1: Setting Up Position Tracking

In Semrush, go to the “SEO” section and click on “Position Tracking.” Create a new project for your website if you haven’t already. Enter your website’s URL and your target location (e.g., “Atlanta, Georgia”).

Sub-step 2: Adding Your Target Keywords

Add the question keywords you identified in Step 1 to your Position Tracking campaign. Semrush will now track your website’s ranking for those keywords over time.

Sub-step 3: Monitoring Your Rankings

Regularly monitor your rankings in the Position Tracking dashboard. Pay attention to any changes in your rankings and identify any keywords where you’re not performing as well as you’d like. We ran into this exact issue at my previous firm; we thought we were ranking well for “personal injury attorney near me” but we completely missed the intent behind “how to find a good personal injury attorney.”

Pro Tip: Use the “Competitors” feature in Position Tracking to see how your rankings compare to your competitors. This will give you valuable insights into what they’re doing well and where you can improve.

Sub-step 4: Refining Your Strategy

Based on your ranking data, refine your content strategy. If you’re not ranking well for a particular keyword, revisit your content and make sure it’s still aligned with the user’s intent and the SERP features. Consider updating your content with new information or addressing any gaps in your coverage.

Expected Outcome: You’ll have a system in place for tracking your rankings for intent-driven keywords and continuously refining your content strategy to improve your performance.

Case Study: Increasing Organic Traffic for a Local Plumber

I had a client last year who was a plumber in Marietta. Their website was ranking poorly for most relevant keywords. Using Semrush, we identified that many users were searching for “how to fix a leaky faucet” and “how much does it cost to unclog a drain.” We created blog posts and videos answering these questions directly, optimizing them for the Featured Snippet and People Also Ask boxes. Within three months, their organic traffic increased by 45%, and they started receiving a significant number of leads from these intent-driven keywords.
You can use this strategy to boost your Atlanta SaaS sign-ups as well.

This approach is especially crucial as we approach 2026, where search visibility will be key. To really get ahead, consider how AEO can help you dominate answer-based search.

By using Semrush to understand and act on search intent, you’ll be well on your way to attracting more qualified leads and growing your business. Don’t just guess what your customers want – find out, then give it to them.