What search intent is and how to identify it
LightSEO · Keyword research
What search intent is and how to identify it
Intent is the purpose behind a query. Two similar phrases can call for completely different pages, and you can figure this out in a minute.
Method
The simplest way to identify intent
Type the query into search and see what ranks at the top. If it shows store categories, the intent is commercial. If it shows articles, it is informational.
Look at the page format. Lists, comparisons, videos, product pages – the search engine has already shown which format it considers right.
Do not argue with the search results. If articles rank at the top for a query, a category page will not break in there, however well it is made.
Types
Four intents
💰
Buy
You need a category or a product page with a price and a button.
ℹ️
Learn
You need an article, a guide, a comparison.
🧭
Find something specific
A brand, store or model name – a navigational query.
🔍
Compare
"Which is better", "vs" – you need a comparison page; a sales page does not fit here.
Mistake
The most common problem
One page for different intents. A category with a huge article at the top works for neither the shopper nor the reader.
The solution is to split them. A separate commercial page, a separate informational page, with links between them.
Pages do not rank even though they have content?
We will check whether your pages match the intent of the queries and tell you what to rework.
