Content and on-page SEO
Search intent
Also called User intent
Search intent is the goal behind a search: whether the person wants to learn something, find a specific site, compare options or buy. Pages rank best when they match it.
The four types
- Informational: "what is customer acquisition cost".
- Navigational: "Marketo Studio pricing".
- Commercial investigation: "best SaaS SEO agency".
- Transactional: "book SaaS marketing audit".
How to match it
Search the keyword and look at what ranks. If the top results are guides, write a guide; if they're comparison lists, a sales page won't rank. Then give the searcher what they came for, plus a clear next step.
Frequently asked questions
A page that matches intent keeps visitors reading, and a well-placed next step turns that attention into leads.
Rarely well. It's usually better to build separate pages and link them together.