Search intent

A search engine tries to serve the result that fits the intent, not just the words. A sales page loses to a guide on an informational query. A thin blog post loses to a comparison page on a commercial one, however well it is written. Getting intent wrong wastes the effort before the page is even published, because the format was wrong from the start.

• Search the term and look at what already ranks. The formats rewarded there show the intent.
• Match content type to intent: a guide for informational searches, a comparison or pricing page for commercial and transactional ones.
• Map intent to the funnel. Informational content earns trust early. Commercial and transactional content captures buyers close to a decision.
• Where budget is tight, start with commercial and transactional terms, which tend to pay back fastest.
• Re-check periodically, because the format a query rewards can change.

Search intent is what the person typing actually wants. Two searches can share words and want different things. "CRM" probably wants an explanation. "best CRM for small business" wants a comparison. "Pipedrive pricing" wants a price page.

SEO usually groups intent into four types:

• Informational: the searcher wants to learn something.
• Navigational: the searcher wants a particular site or page.
• Commercial: the searcher is comparing options before a purchase.
• Transactional: the searcher is ready to buy or sign up.

• Choosing a keyword by volume alone. A term with high volume and the wrong intent brings visitors who never convert.
• Guessing the intent instead of reading the results. The top ten show what the search engine has already learned people want.
• Using one page for several intents. A page that tries to teach, compare and sell usually does none well.
• Ignoring commercial and transactional terms. Informational traffic builds trust, but buyers near a decision search for comparisons and prices.
• Never rechecking. The format a query rewards can change as new pages and features appear.