Search intent is the reason behind a search. Someone searching "how to unblock a sink" wants instructions; someone searching "emergency plumber Hammersmith" wants to hire someone now. Content that matches intent is far more likely to be useful — and to perform well in search.
The main types of search intent
- Informational — the searcher wants to learn something
- Commercial — the searcher is comparing options
- Transactional — the searcher is ready to buy or book
- Navigational — the searcher is looking for a specific website
Check what already ranks
Search for your target keyword and look at the first page of results. Are they guides, product pages, lists or videos? This tells you what format searchers and search engines expect.
Structure your article
- Answer the main question early
- Use clear headings for each sub-topic
- Add examples relevant to your customers
- Finish with a helpful next step
Write for people first
Use the language your customers use, explain jargon and keep paragraphs short. Include your target keyword naturally in the title, introduction and headings — but never at the expense of readability.