Two people can type almost the same words and want very different things. Search engines try hard to work out what each searcher wants, and they show the kind of page that fits. If your page does not match that want, it will struggle no matter how many times it uses the keyword. Matching intent is a core skill employers look for in content and SEO roles.
Four common kinds of intent
- Learn. The searcher wants information, such as "how to store shea butter". A helpful article or guide fits.
- Find a particular place or site. The searcher already knows the business, such as "Hawa shea butter Tamale". The home page or a Google Business Profile fits.
- Compare. The searcher is choosing, such as "best guesthouse near Tamale airport". A page with clear facts, photos and reviews fits.
- Act or buy. The searcher is ready, such as "order shea butter delivery Tamale". A product or service page with price and how to pay fits.
Let the results teach you
The quickest way to check intent is to search the keyword and look at what already ranks. If the top results are all guides, searchers want to learn. If they are all shop pages or maps, searchers want to buy or visit. Search engines have already studied millions of searches, so the results page shows you what people expect.
Keyword mapping
A keyword map is a simple table that gives every important keyword one home page on the site. Each page should have one main keyword plus a few close variations that share the same intent. Two problems disappear when you do this: