How it works
Nobody searches for the fun of typing. Behind every search is something the person wants. Search intent is usually grouped into four types:
- Informational. The person wants to learn something. Example: "how to repot a houseplant".
- Navigational. The person wants a specific site or page. Example: "greenleaf nursery opening hours".
- Commercial. The person is comparing options before buying. Example: "best potting soil for indoor plants".
- Transactional. The person is ready to act. Example: "buy 8 inch ceramic plant pot".
Search engines try to work out which type a search is, and then show the kinds of pages that fit it.
An example
Take two searches on the same topic. For "potting soil", the results are usually shops and product pages, because most people typing it want to buy. For "how to mix potting soil", the results are usually guides and videos.
If you publish a long guide and hope it shows up for the first search, or a product page for the second, you are offering the wrong kind of page. The SERP already shows you what people want.
Why it matters
- A page that misses the intent rarely ranks. Good writing does not fix the wrong page type.
- It tells you what to build. A guide, a comparison, a product page or a contact page, before you write a word.
- It sharpens your choice of keyword. Two phrases can look alike and want different pages.
- It shapes your title tag. The title should promise what the searcher came for.
COMMON MISTAKEPicking a keyword only because many people search for it. If your page is not the kind of page those people want, the visits will not come.
How to check yours
- Open a private browser window and search for the main keyword of your page.
- Look at the first results. Are they guides, product pages, comparisons or one brand?
- Compare them with your page. Is it the same kind?
- If not, change the page, or choose a keyword that fits the page you have.
The lesson search intent in plain language goes through this with more examples.