Repeating a keyword no longer works. Discover how to understand what a searcher really wants and structure content that fully answers it.
The four common types of intent
Most searches fall into informational, navigational, commercial or transactional intent. A person searching "how to fix a leaking tap" wants guidance, while "plumber near me" wants to hire someone today. The same page cannot serve both well.
Read the results page first
Before writing, study what already ranks. Are the results guides, product pages, comparison lists or videos? The format search engines show is a strong clue about what searchers expect.
Structure for scanning
Answer the core question early, then expand with clear headings, examples and next steps. Good intent-focused content is complete, easy to scan and leads naturally to an action.
