Search Intent Mapping: Write Content That Matches What People Want

TL;DR

Search intent is the reason behind a search query. Matching your content to intent is the single biggest factor in whether you rank. This guide covers the four intent types, how to identify them from SERP analysis, and how to structure content that gives searchers exactly what they want.

What Is Search Intent and Why It Decides Rankings

Define search intent and explain why Google’s core algorithm updates increasingly prioritize intent matching over traditional ranking factors like keyword density and backlink counts.

The Four Types of Search Intent

Informational Intent

Searcher wants to learn something. Cover the content formats that work (guides, tutorials, explanations) and the ones that fail (sales pages, product comparisons).

Navigational Intent

Searcher wants to find a specific page or brand. Explain why you usually cannot target these unless you are the brand being searched.

Commercial Investigation Intent

Searcher is researching before buying. Cover the content formats that win here (comparisons, reviews, “best of” lists) and how SaaS companies should approach these. Link to keyword research for SaaS for keyword selection strategy.

Transactional Intent

Searcher wants to buy or take action. Cover landing page optimization for transactional queries. See optimize landing pages for LLM recommendations for the AI angle.

How to Identify Search Intent for Any Keyword

The SERP Analysis Method

Step-by-step process for analyzing the top 10 results to determine what Google considers the correct intent. Cover content type, format, and angle analysis.

The Modifier Method

How keyword modifiers like “how to,” “best,” “buy,” “vs,” and “near me” reveal intent without needing to check SERPs.

The Mixed Intent Challenge

How to handle keywords where the SERP shows multiple intent types. Cover whether to target the dominant intent or create hybrid content.

Building an Intent Map for Your Content Strategy

How to create a spreadsheet that maps every target keyword to its intent type, preferred content format, and content angle. This becomes the foundation for your content calendar.

Intent Mapping and Content Clusters

How intent mapping improves your keyword clustering. Different intent types within the same topic should be separate pages. Link to the complete keyword research guide for how this fits into the broader research process.

Intent in the Age of AI Search

How AI search engines handle intent differently than traditional search. Cover how LLMs synthesize answers and why matching intent is even more critical when AI is summarizing your content. Link to GEO guide.

Common Intent Mapping Mistakes

Cover the most frequent errors: assuming intent without checking SERPs, targeting informational keywords with sales pages, and ignoring intent shifts over time.

How do I know if my content matches search intent?

Check your bounce rate and time on page in analytics, then compare your content format to the top 3 ranking pages. If the top results are all listicles and you wrote a long-form guide, your format does not match intent regardless of content quality.

Can search intent change over time?

Yes. Intent evolves as user behavior and market context change. A keyword that was informational two years ago might now show commercial intent as the topic matures. Review your target keywords’ SERPs at least quarterly.

Should I create separate pages for different intents on the same topic?

Yes. A “how to” guide and a “best tools” listicle on the same topic serve different intents and should be separate pages. Trying to serve both intents on one page usually means you serve neither well.