Keyword research is really demand research: finding the problems, questions and needs your customers type into a search box. The words matter, but the reason behind them, the search intent, matters more. A page that perfectly matches the words but not the intent rarely ranks well, and when it does, it rarely converts. This lesson explains the main intent types, how to read intent from the results page, and how to choose the right kind of page for each query.

Why intent comes first

Search engines aim to satisfy the person searching. Their systems learn, from enormous amounts of behaviour, which kinds of results satisfy which queries. Someone typing "how to remove mould from a bathroom ceiling" wants practical steps, not a cleaning company's homepage. Someone typing "mould removal Brisbane" probably wants a local business who can do it. Same topic, different intent, different page.

If you get intent wrong, you can write an excellent page that never ranks, because it answers a question nobody asking that query has.

The four common intent types

Informational

The searcher wants to learn something or solve a problem themselves.

  • "what is a canonical tag"
  • "how to fix a leaking tap"
  • "gst registration threshold australia"
  • "why is my sourdough dense"

Winning pages: guides, how-tos, explainers, definitions, videos.

Commercial investigation

The searcher is weighing options before a purchase or decision.

  • "best accounting software for tradies"
  • "shopify vs woocommerce"
  • "xero alternatives"
  • "is a heat pump worth it uk"

Winning pages: comparison articles, reviews, "best" lists, buyer's guides, case studies, pricing explainers.

Transactional

The searcher is ready to act: buy, book, call or sign up.

  • "buy running shoes size 10"
  • "emergency plumber near me"
  • "hire seo agency sydney"
  • "book dentist saturday auckland"

Winning pages: product pages, category pages, service pages, booking pages, often with a local pack for local services.

Navigational

The searcher wants a specific website or page.

  • "xero login"
  • "ato mygov"
  • "findseo"
  • "bunnings opening hours"

Winning pages: the brand's own site. Unless you are that brand, navigational queries for other brands are rarely worth targeting.

Mixed and local intent

Many queries combine intents. "seo agency melbourne" is commercial investigation (comparing agencies) and transactional (ready to contact one), with strong local intent because the searcher wants someone in a place. "Coffee machine" is ambiguous: some want to buy, some want reviews, some want to learn how they work. Search engines handle ambiguity by mixing result types, which you'll see as a blend of shops, reviews and guides.

Local intent can be explicit (a place name or "near me") or implicit: a search for "dentist" on a phone in Geelong will show Geelong dentists even though no place was typed.

Read intent from the results page

The most reliable way to judge intent is to search the query and study what ranks. Look at the first page and ask:

  • What page types rank? Guides and how-tos signal informational intent; comparison and review pages signal commercial investigation; product, category and service pages signal transactional intent; a single brand dominating signals navigational intent.
  • Which features appear? A local pack means local intent. Shopping results mean product intent. People also ask boxes and videos often mean informational intent.
  • What angle do the top pages take? For "how much does a kitchen renovation cost", do top pages give price ranges by size, by city, or by budget level? That tells you what searchers expect.
  • How fresh are they? Recent dates suggest searchers want current information.

Do this for your most important keywords, ideally searching from the location and device your customers use.

Modifiers give intent away

When you have hundreds of keywords, you can't check every SERP manually. Modifiers help you sort them quickly:

Intent Typical modifiers
Informational how, what, why, guide, tips, ideas, examples, meaning
Commercial investigation best, top, vs, review, compare, alternatives, cheapest, worth it
Transactional buy, price, cost, quote, hire, near me, book, deal, place names
Navigational brand names, login, contact, opening hours

Use modifiers to sort a list, then confirm intent on the SERP for the terms that matter most.

Match the page to the intent

This is where most mistakes happen:

  • A blog post targeting a transactional query. "Commercial cleaning Adelaide" shows service pages and a local pack. A blog post about "5 reasons to hire a commercial cleaner" won't compete; a service page with clear details, service areas, pricing guidance, proof and a contact option will.
  • A sales page targeting an informational query. "How much does SEO cost" shows explainers with price ranges and factors. A page that says only "contact us for a quote" fails the searcher. A genuine pricing guide that links to your services serves both the reader and the business.
  • One page trying to serve every intent. A single page that is part encyclopedia, part sales pitch and part comparison usually serves none of them well. Split intents across pages and link them together.

Worked example: a Wellington bike shop

The shop wants more traffic and sales. Its keyword list includes:

  • "best commuter bike nz" (commercial investigation): a buyer's guide comparing commuter bike types, with links to products.
  • "commuter bikes" (transactional/commercial): a category page with filters, prices and stock.
  • "how to adjust bike gears" (informational): a how-to guide with photos or a short video, linking to the servicing page.
  • "bike service wellington" (transactional, local): a servicing page with prices, turnaround times, location and booking, plus a complete Google Business Profile.

Four intents, four page types, linked together so readers can move from learning to buying.

Intent changes over time

Intent isn't fixed. Events, seasons and news can shift what searchers want. Search "eofy sale" in Australia in June and you'll see retailer sale pages; search it in December and results may change. A query like "bushfire season" may become much more news-driven during an active season. Revisit the SERP for important terms periodically, especially if rankings change without an obvious reason.

Common intent mistakes

  • Choosing keywords only by volume without checking intent.
  • Targeting another company's brand name (navigational intent you can't satisfy).
  • Ignoring local intent for service businesses and creating national pages that compete with directories.
  • Writing long informational content for every keyword because "content is king", when the searcher wanted a product page.

A quick intent-checking routine for a keyword list

When you have a long list, a simple routine keeps intent decisions consistent:

  1. Tag by modifier first, using the table above, so most keywords get a provisional intent automatically.
  2. Group keywords that clearly share a topic, such as everything about "bathroom renovation cost".
  3. Check one SERP per group, not per keyword. Record the dominant page type and any features (local pack, shopping, videos, People also ask).
  4. Decide the page type for each group: guide, comparison, category, product, service, location page or tool.
  5. Flag mixed-intent groups where results are split. These may need two pages, such as a guide and a service page, linked together.
  6. Note what a winning page includes: price ranges, comparison tables, step-by-step instructions, photos, calculators or reviews.

Record the results in your keyword spreadsheet. This turns a list of words into a list of pages to create or improve, each with a clear purpose.

Intent and conversion

Intent also predicts what a visitor will do. Informational visitors rarely buy on the first visit, but they can join an email list, download a checklist, or remember your brand. Transactional visitors are ready to act, so remove friction: clear prices or price guidance, phone numbers, booking buttons and trust signals. Measure each page against the action that fits its intent rather than expecting every page to generate sales.

Key takeaways

  • Intent is the reason behind a search; it matters more than the exact words.
  • Four common types: informational, commercial investigation, transactional, navigational, often with local intent mixed in.
  • The current results are the best evidence of intent.
  • Modifiers help sort large lists quickly.
  • Match the page type to the intent, and link pages for different intents together.
  • Re-check intent for important queries because it can change over time.