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Google’s search results change constantly. They’re not static, but when there is a shift in search intent for a keyword, the websites at the top can lose their rankings. even if they haven’t done anything wrong. They just didn’t match the new intent. This is called search intent shift.

For SEO enthusiasts and new digital marketers to get a sense of this phenomenon, we’ve decided to share seven examples of search intent shifts and how to detect them.

What is Search Intent Shift?

Search intent shift refers to the change in a user’s primary goal or motivation behind a search query. Over time, as user behaviors, market conditions, or content strategies evolve, the intent behind specific searches may shift. For instance, users initially searching for general information might later shift to looking for specific products, services, or solutions.

This shift requires businesses and content creators to stay agile in their SEO strategies, adapting content to align with evolving search intents, whether informational, transactional, navigational, or commercial, in order to maintain visibility and relevance. Now let’s take a quick look at changing search intent.

• Oasis: Fashion or 90s Band?

The word Oasis could mean a desert water hole, a drink, a fashion brand, or even a 90s Britpop band. Before Oasis (the band) announced their reunion in 2024, search intent for Oasis was about fashion; 93% of searches were related to women’s clothing.

But after the reunion news, the dominant search intent switched to the band—now 93% of searches were about their music and tour dates.

As a result, Oasis Fashion dropped in rankings because it didn’t align with the new dominant search intent. Will they recover? – Maybe, but not until the band’s hype fades.

• King Charles: Dog Breed or Royalty?

When Queen Elizabeth II passed away on September 8, 2022, the internet buzzed with a flurry of search changes as royal titles shifted. One search term that saw a massive transformation was “King Charles.” Before the Queen’s passing, most searches were related to King Charles’ dog breed, King Charles I, a band, and even a school named King Charles.

It’s hard to see those older search results bouncing back. The media spotlight on King Charles III is relentless, and it’ll likely keep shining bright long after this reign. A good comparison is “The Queen.” Despite Queen Elizabeth II’s passing two years ago, she remains the more popular search result for “The Queen” compared to the current Queen consort.

• LLM: A Law Degree or a Large Language Model?

These days, if you mention LLM, you’re probably referring to large language models like GPT-3, GPT-4, and the like. But rewind to August 7th, 2022, and the dominant search intent around “LLM” was about the Masters of Laws qualification.

Fast forward, and by 2024, about 86% of searches were dominated by queries about large language words. This change coincided with the ChatGPT explosion in late 2022, leaving the law degree searches far behind.

So can it recover?—it seems unlikely. The rise of ChatGPT and similar models has completely redefined what “LLM” means in the digital world, making it nearly impossible for the old search intent to regain traction.

• Remarkable: Dictionary Definition or e-Ink Tablet?

Once upon a time, the word “remarkable” was just another dictionary entry for most internet users. But then, along came the remarkable table—a sleek e-ink device that shook things up. Suddenly what was once a search for a definition became a hunt for a product.

Before the reMarkable tablet took the world by storm, the search results for “remarkable” were pretty simple. Around 75% of people were just looking for the definition of the word, and about 22% wanted synonyms or antonyms. But fast forward to 2024 and about 75% of searches for “remarkable” are now about the tablet. Only 25% of searchers are checking for the latest updates on the device.

So can the dictionary come back?

Probably not. The definition of “remarkable” has been bumped to the second page of search results. The reMarkable tablet is here to stay, and even if some bigger company swoops in, they’d likely keep the brand name.

When a product like the reMarkable causes such a dramatic shift in search intent, it shows how a new meaning can take over an entire keyword.

• Corona: Beer, City, or Virus?

It’s a word tied to a tough time, but “corona” is a perfect example of how search intent can dramatically change.

Before the pandemic, the keyword “corona” was almost entirely associated with beer—around 62% of searches were about the brew. Then, enter the virus, and search intent shifted.

By August 28, 2020, things had flipped. About 45% of people were searching for COVID-19 news, 24% wanted info about the city of Corona, and only 7% were still after their beloved Corona beer.

So have things changed?

Yes, it has! As of 2024, around 73% of searches for “Corona” are now focused on the beer brand. It’s made a comeback, with the beer once again leading the charge in search intent.

Conclusion

Search intent shifts highlight the evolving nature of online behavior, affecting keyword rankings and SEO strategies. As new products or events redefine search queries, businesses must adapt quickly to maintain relevance. By understanding and responding to these shifts, such as with reMarkable or Corona, companies can ensure their content remains aligned with user intent and preserve their online visibility.

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