Recognising and using search intent

You recognise search intent by looking at the words, the results page and the type of content Google already shows for a query, and then mirroring that in your own page.

Search the term yourself and look at what already ranks: articles, product pages, videos or a list of steps. That shows you exactly what Google treats as the best answer for that query. For the definition of search intent itself, see wat is zoekintentie. Skip that step and you often end up with a perfectly good page in the wrong format for the question.

How to read intent from the results page

• Content type. If the page is filled with videos, product pages or blog articles, build the same type of content instead of writing against the current.
• Answer boxes and AI overviews. When Google already shows a short answer, the searcher wants speed rather than a long story full of context nobody asked for.
• Related keywords. Look at the suggestions at the bottom of the results page as well, because they often give away a related intent and help you make the page useful for more queries.

How to build a page on intent

• Follow the format. An informational question calls for explanation, a product keyword calls for a page with a price and a way to order, and a comparative question calls for an honest side-by-side view of the options.
• Question up front. Answer the core question within the first paragraph, so both visitor and search engine know quickly whether the page fits. See also winning the answer box.
• One intent per page. Keep informational explanation and a sales pitch on separate pages, because mixing them confuses the reader and the algorithm about what the page is for.

For more on how you turn this into content that actually ranks, read content that ranks.