4 Reasons to Start With The 'Why' Behind the Search
Part [S] of the [S]IGNALS Framework | No one types a question without a reason
Introduction To The [S]IGNALS Framework, PART [S]
You want your content to be discovered. Not just seen—but found by the right people, at the right time, for the right reasons.
That’s what this series is here to help with.
The SIGNAL(S) Framework is a simple, practical way to create content that meets people where they are—and helps them move forward. It’s not about gaming the algorithm. It’s about sending a clear, human signal—and making sure it reaches the people who need it most.
You don’t need to be an expert in SEO or spend hours trying to hack search engines.
You just need a strategy that works—and the willingness to show up with something real to say.
This framework has helped me grow content that reaches hundreds of thousands of people—and it can do the same for you. But more importantly, it will help you create work that connects, earns trust, and builds momentum.
As you apply what you learn here, you’ll start seeing results—real ones. Organic traffic that runs in the background. Leads that come in while you sleep. And a growing sense of confidence that you know what you’re doing.
And once that’s in place, we’ll keep going.
Because traffic is just the beginning.
Revenue, clarity, and creative freedom are what come next.
Let’s get started.
A Quiet Moment at 2:14am
It’s 2:14am. You’re awake again.
This time, you search: “how to make money quickly.”
Not the most optimized phrase, but it doesn’t need to be.
It’s not about the words—it’s about what’s underneath the surface of the words.
Behind every search is a human moment.
Maybe this one belongs to someone who just lost their job.
Or maybe they’re simply stuck—tired of building someone else’s empire, wondering if they could build something of their own instead.
In that moment, they check into the largest knowledge base in the world—the internet.
Google, Perplexity, Claude, ChatGPT Search… the platform doesn’t really matter.
What matters is that this person, and their question, exist.
The next question is: whose answer will surface first—and why that answer?
4 Reasons Why You Need to Understand Search Intent
Not all searches are the same.
But in order to rank at the top of the search results, you have to understand the various types of searches, and their ‘intent’.
There are four core types of ‘intent’ when it comes to search queries:
Informational
Some people are just trying to understand something—how it works, why it matters, where it came from.
That’s informational intent. A hunger to learn. Curiosity in its simplest form.
“How does affiliate marketing work?”
“Why does my sourdough keep collapsing?”
“What is burnout, really?”
Navigational
Others are looking for a specific place, product, or person.
That’s navigational.
Not just “how to start a newsletter,” but “ConvertKit pricing.”
Not just “best Italian near me,” but “menu at Giorgio’s.”
They already have a destination in mind. They’re just trying to find the door.
Commercial
Then there are those teetering on the edge of a decision.
They’ve done the research. Now they’re comparing.
That’s commercial intent.
“Notion vs. Evernote.”
“Best cameras for low light.”
They don’t just want facts—they want reassurance. They’re asking, “Help me feel good about choosing.”
Transactional
And finally, some searches carry the heat of action.
Transactional intent.
“Buy running shoes.”
“Sign up for therapy near me.”
The decision is already made—they’re just looking for the fastest way forward.
These categories may sound technical, but they aren’t.
They’re just names for moments we’ve all been in—
Looking for clarity. Looking for direction. Looking to take the next step.
Understanding these different types of intent is the first step.
But the real work comes when we tune into the nuances—the small but telling signals that reveal what people are truly seeking.
Pro Tip: Substack rewards engagement. If you want to help this content reach more people, tap the 💜, leave a quick comment, and/or ‘restack’ it. Each small action sends a signal—and helps spread the word. 📡
The Trap of Writing for Algorithms Instead of People
You can win the search result and still lose the reader.
It’s easy to get lost in the race to rank, to chase the right keywords.
But when we focus too much on algorithms, we risk missing the real heart of the search—the person, and their story.
Most people don’t search because they want information.
Not really.
They search because they want something to change.
Maybe they want to feel less afraid.
Maybe they’re tired of feeling behind.
Maybe they just need someone to explain it in a way that finally makes sense.
That’s the tension you’re actually writing for.
Because the truth is, people don’t necessarily search for raw data.
They search for resolution. Or for next steps.
And the more clearly you understand who your reader is—their fears, frustrations, desires, language—the more precise and resonant your content becomes.
Whether you call it an audience persona or an ideal customer profile, the point is the same:
You’re not writing into a vacuum.
You’re writing to someone specific.
Someone with a unique worldview.
A unique way of talking.
A unique problem or pain point they might not have words for yet.
Knowing who you're writing for and how you – your product, your service – can help them resolve their query doesn’t narrow your message—it sharpens it.
Keywords Still Matter—But They’re Not the Point
Let’s be clear: keywords still matter.
They’re the connective tissue between a person’s question and your content.
Without them, your work might never show up in the first place.
But here’s the catch—keywords are just an access key, they’re not the conversation.
They help search engines understand your topic.
They signal relevance.
But they don’t create trust.
They don’t ease fear, or spark curiosity, or help someone take the next step.
You can rank for the right keywords and still miss the mark—
if you don’t understand the real need behind the search.
So yes—use keywords. Research them. Be thoughtful about them.
But don’t write for the keyword.
Write for the moment that brought someone to it.
And most importantly, be yourself. Write from a place only you can write from—your voice, your perspective, your way of seeing the world—and your way of answering the question they came with.
The Practice of Tuning Into Intent
So how do you know what someone’s really looking for?
You listen.
Not in the literal sense—most of us don’t get to sit across from our readers at a coffee shop and ask, “What brought you here?”
But the signals are there, if we’re paying attention.
Look at the phrasing of the query.
Short, urgent? Probably transactional: “buy,” “get,” “near me.”
Longer, exploratory? Usually points to curiosity: “what’s the difference between,” “why does,” “how do I…”
Searches that compare or rank often come from someone weighing a decision.
And those odd little personal queries—the ones without clear structure or keywords—they often carry the most emotion.
“how to quit without disappointing people.”
“side hustle that doesn’t feel gross.”
Don’t just use tools—use your gut, too.
Read the comments, the reviews, the questions on forums.
Sit with the language people use when they’re overwhelmed, curious, uncertain.
Ask yourself: What is this person really feeling when they type this in?
A keyword-driven piece might answer the question.
An intent-driven one sits down beside the reader and says, “I get it. Here’s what helped me.”
Intent as a Compass, Not a Constraint
Search intent isn’t a rigid box—it’s a compass!
It helps us orient to what someone needs in a given moment.
But great content doesn’t stop there.
It meets the need—and then gently expands it.
Maybe by shifting a perspective.
Maybe by offering a better question or a better solution.
Maybe by opening a door the reader didn’t know they were ready to walk through.
Maybe it just simply, succinctly answers their question in a way that makes complete sense.
That’s the difference between being found—and being felt.
A Gentle Takeaway
Every search is a human signal—
a hand raised in the dark, asking: Can someone please help me with this?
Our job is to listen well enough to send something meaningful back.
To actually be helpful.
Because there’s already enough unhelpful, clickbait garbage on the internet.
No need to add to the noise.
Are you ready to create content that ranks, works for you 24/7 and drives non-stop traffic and earns money for you day in and day out?