Every keyword has a search intent behind it. If your content doesn't match that intent, no amount of optimization will save it. Here are 5 battle-tested brief templates — one for each major intent type.
1. Informational Intent: "How to [X]" or "What is [X]"
User wants: To learn something. They're at the top of the funnel.
Template structure:
- H1: Clear, benefit-driven title (e.g., "How to Start a Blog in 2026: The Complete Guide")
- H2: What Is [Topic]? (Define it simply)
- H2: Why [Topic] Matters (Establish importance)
- H2: Step-by-Step Guide (5-8 subsections, each an H3)
- H2: Common Mistakes to Avoid
- H2: Tools and Resources
- H2: FAQ (from People Also Ask)
- Target word count: 1,500-3,000
2. Commercial Intent: "Best [Product]" or "[Product] vs [Product]"
User wants: To compare options before buying. They're mid-funnel, close to purchase.
Template structure:
- H1: "Best [Product Category] for [Use Case] in [Year]"
- H2: Quick Comparison Table (top 5-7 products with key specs)
- H2: How We Tested / How We Chose
- H2: In-Depth Reviews (one H2 per product, with H3s for pros/cons/verdict)
- H2: [Product A] vs [Product B] — Head-to-Head
- H2: Buying Guide (What to look for when buying [product])
- H2: FAQ
- Target word count: 2,500-4,000
3. Transactional Intent: "Buy [Product]" or "[Product] Deal"
User wants: To make a purchase. They're at the bottom of the funnel.
Template structure:
- H1: "[Product Name] Review: Is It Worth It in [Year]?"
- H2: Quick Verdict (TL;DR — 3 sentences max)
- H2: Key Features and Benefits
- H2: Pricing Breakdown
- H2: Pros and Cons
- H2: Who Should Buy It? (And who shouldn't)
- H2: Alternatives (For different budgets/needs)
- H2: FAQ
- Target word count: 1,500-2,500
4. Navigational Intent: "[Brand] Login" or "[Brand] Pricing"
User wants: To find a specific page. Less relevant for content marketing, but useful for product pages like /pricing.
Template structure:
- H1: "[Your Product] Pricing: Plans for Every Team Size"
- H2: Plan Comparison Table
- H2: Detailed Plan Breakdowns (one H2 per plan)
- H2: FAQ
- H2: Ready to Start? (CTA)
5. Local Intent: "[Service] Near Me" or "Best [Service] in [City]"
User wants: A local business or service. Crucial for brick-and-mortar.
Template structure:
- H1: "Best [Service] in [City] — Top Rated for [Year]"
- H2: Quick List (Top 5-10, with address, rating, phone)
- H2: In-Depth Reviews (one H2 per business)
- H2: [Service] Price Comparison in [City]
- H2: How to Choose the Right [Service]
- H2: Map and Neighborhood Guide
- H2: FAQ
- Target word count: 2,000-3,500
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