SEARCH INTENT

What is search intent?

Match the page to the job behind the search.

Search intent is what someone is trying to do when they search. I check that need before deciding whether the useful answer is a guide, a comparison, a product page or a service page.

See the worked example Read the practical checks

Himanshu SwarajPractical guidance and implementation

18 years in search marketingWorking in search since 2008

Meet Himanshu

START HERE

Start with the person, not the keyword.

A phrase tells you the topic. It does not always tell you the task. Someone looking up a service may be learning what it involves, comparing options or trying to book. A page that answers the wrong question can attract visitors without helping them.

I read the query, inspect the results in the relevant market and compare the page types being shown. Then I check whether your offer can genuinely meet that need. Search results are evidence of a likely expectation, not a perfect record of every searcher’s intention.

KEY CHECKS

Four useful ways to read a query.

Learn something

Definitions, instructions and explanations usually need a clear answer, useful examples and enough detail to complete the task.

Find a known destination

Brand, login or named-page searches often need the right official destination rather than a long general article.

Compare options

Comparisons need meaningful differences, suitability, costs or trade-offs that help the person make a decision.

Take action

Buying, booking and local-provider searches need an appropriate product or service page and a clear way to act.

WORKED EXAMPLE

A clinic should not send every search to its booking page.

Imagine a sports clinic planning content. These searches concern a similar subject, but the person needs different information. I would use the distinctions to plan the pages, then check the actual results before committing.

Example search	Likely task	Useful page
What is sports physiotherapy?	Understand the service	A clear introductory guide
Physiotherapy vs sports massage	Compare the options	An accurate comparison
Sports physiotherapist near me	Find a suitable clinic	A genuine local service page

Check the actual results before choosing a format. A mixed results page may justify covering more than one need or choosing a narrower query.

THE PROCESS

How I work through the review.

Read the wording

Look for modifiers such as how, cost, review, buy or near me. Use them as clues, not automatic rules.

Inspect the current results

Review the market and device context. Note recurring page types, formats and the questions being answered.

Compare the page with the task

Can someone find the answer, assess the offer and take the appropriate next step?

Review what visitors actually do

Use relevant queries, landing-page behaviour and enquiries to investigate a mismatch. Do not read intent from a single metric.

KEEP THE DISTINCTION CLEAR

A query can carry more than one intention.

A broad phrase can attract beginners, researchers and buyers. I do not force it into one label just to finish a keyword sheet. The useful decision is which need the page should serve and whether another page is warranted.

Intent can vary by location or change as a topic develops. Recheck important searches when the current page stops fitting the results or the business offer changes.

COMMON MISTAKES

What I would avoid.

Choosing the format first

Do not write a guide simply because the content plan asks for one. Confirm that a guide helps with the search.

Copying the result above you

Result types can inform the plan. Repeating another page’s headings does not establish that your page is useful.

Splitting every variation

Closely related wording can belong on one page. Separate pages need a distinct purpose.

USEFUL NEXT STEPS

Continue with a focused check.

Map the query to a pageUse intent when grouping and prioritising search topics.Open the resource Improve the page itselfMake the answer and next action clear.Open the resource Get help with a mismatchReview the page, queries and intended outcome together.Open the resource

KEEP LEARNING

Read the next guide you need.

ABOUT THE AUTHOR

Himanshu Swaraj

I have worked in search marketing since 2008. I review the website, explain what needs attention and stay involved as agreed improvements are implemented.

If you need help applying this to your site, I can review the issue with you and agree the scope, responsibilities and follow-up checks.

About Himanshu