A high-volume keyword is not automatically worth writing about. If the searcher only needs a short definition but you build a long sales page, neither the ranking nor the conversion will be good. Search intent tells you what the user is trying to accomplish with the query.
Researching keywords by intent is not about applying labels and moving on. You need to look at the search results, recognise which format is satisfying the need and decide what new value your website can add.
Four common intent groups
- Informational: wanting to understand a concept, a process or how to solve a problem.
- Navigational: looking for a specific brand, tool or page.
- Commercial: weighing options, prices, pros and cons or reviews.
- Transactional: ready to sign up, buy, download or get in touch.
Read the results page before you write
Observe which page types appear: guides, listicles, videos, category pages or product pages. Read the titles and featured snippets to understand the common question, but do not merge every competitor's structure into one endless article. Look for the missing part where your experience or data lets you answer better.
Cluster keywords around one need
- Variants with the same intent can be served on one page.
- Keywords with markedly different results usually need their own page.
- A pillar article explains the topic; satellite pieces answer the deeper questions.
- Each cluster should have a suitable next step in the customer journey.
Pick the right page type
- 01
Knowledge article
For questions, definitions, guides and problems early in the journey.
- 02
Comparison page
State the criteria, who each option suits and the trade-offs, rather than declaring one winner for everybody.
- 03
Product page
Focus on benefits, evidence, price, policies and the buying action.
- 04
Category page
Help users filter and choose between several products of the same type.
Prioritise by business potential
- How closely it relates to your product and expertise.
- Whether you can produce better or differentiated content.
- The difficulty and the resources needed to compete.
- The conversion value, not just the search volume.
- How well it can link to your other important pages.
