Search intent: write what your customers look for

Two people type “website”. One wants to understand how it works, the other wants to order one. Same keyword, different need. This is what search intent means, and it is the basis of well-ranked content.

The three main intents

• Informational: “how to choose a WordPress site?”: the person wants to understand;
• Navigational: “a brand name”: they are looking for a specific site;
• Transactional or commercial: “website quote for tradesperson”: they are ready to act or comparing offers.

Why it changes the way you write

Search engines try to offer the page that best answers the question asked. A page that mixes several intents answers each one poorly. A good rule: one page, one need. A service page presents an offer and invites a quote request; an article explains and points to the next step.

How to spot the intent

• Look at what already appears in the results: guides, comparisons, price pages? The dominant format shows the intent.
• Note the questions your customers ask, before and during the purchase.
• Check your real queries in Search Console (how to read it).

Common mistakes

• repeating the keyword excessively instead of answering the question;
• targeting a keyword with a page that does not match the intent;
• publishing two pages for the same query: they compete with each other;
• forgetting what comes next: what should the reader do after the page?

An example

For a tradesperson, “how much does a bathroom renovation cost?” calls for an article explaining what makes a quote vary. “Bathroom renovation Lyon” calls for a service page with examples of work and a way to request a quote. Two pages, two intents.