Search intent is the reason behind a search. Someone typing “standing desk” might want to buy one, compare models, or learn whether they help with back pain. Each of those needs a different article, and Google already knows which one most searchers want. Your job is to find out before you write.
The four types of intent
| Intent | The searcher wants to | Typical page |
|---|---|---|
| Informational | Learn or understand something | Guide, explainer, how-to |
| Commercial | Compare options before buying | Review, comparison, “best X” list |
| Transactional | Buy or sign up now | Product or pricing page |
| Navigational | Reach a specific site or page | The brand’s own page |
Most articles target informational or commercial intent. Transactional and navigational searches are usually won by product pages and brands, not articles.
Read the results page before you write
Search your keyword in a private browser window and study the first page. Note three things:
- Format. Are the top results how-tos, lists, reviews, tools or product pages? If nine of ten are lists, a 3,000-word essay is the wrong format.
- Angle. Look for words that repeat in the titles: “for beginners”, “in 2026”, “cheap”, “step by step”. They tell you what searchers reward.
- Depth. Open the top three and skim. How many sections, how many words, what do they all cover? Use the Word Count Planner to turn their length into a target.
Also check the “People also ask” box. Those questions belong in your article, often as H2s or in a FAQ.
Find the gap
Matching intent gets you into the race. To win, add something the current results lack. Common gaps include:
- No first-hand testing or real photos
- Out-of-date prices, screenshots or steps
- No clear answer near the top
- A missing reader type, such as beginners or people on a budget
- No worked example
Write your gap down as one sentence. It becomes the “angle” in your article brief.
Turn intent into an outline
Once you know the format and the gap, the outline mostly writes itself:
- Open with the direct answer to the main query.
- Cover every subtopic the top results agree on. These are table stakes.
- Add your gap as its own section, high enough to be seen.
- Answer the “People also ask” questions.
- End with the next step a reader with this intent would take.
Mixed intent: when results disagree
Sometimes the first page is split: half guides, half product pages. That usually means the keyword has two common meanings. Pick the one you can serve best, make it obvious in your title, and don’t try to serve both in one article. A clear page for half the searchers beats a muddled page for all of them.
Check intent again after publishing
Intent changes. A keyword that showed guides last year may show videos or shopping results now. Recheck your important pages every six months, and update the format if the results page has moved on.