Google's number one job is to satisfy search intent. If your content doesn't match what the user actually wants, no amount of keywords or backlinks will save you.
The 4 Types of Search Intent
1. Informational ("I want to know")
Examples: "how to tie running shoes," "what is SEO." User wants knowledge — how-to guides, explainers, tutorials win here. Look for question words (how, what, why) and featured snippets on the SERP.
2. Commercial ("I want to compare")
Examples: "best running shoes 2026," "iPhone vs Samsung." User is evaluating options mid-funnel. Comparison posts, reviews, buying guides win. Look for words like "best," "vs," "review" and review stars on the SERP.
3. Transactional ("I want to buy")
Examples: "buy Nike Pegasus," "SEO tool free trial." User wants to complete an action. Product pages, landing pages, sign-up flows win. Look for "buy," "discount," "free trial" and shopping ads on the SERP.
4. Navigational ("I want to go somewhere")
Examples: "Facebook login," "SEO Brief Generator pricing." User knows where they want to go. Your own branded pages win.
How to Determine Intent for Any Keyword
- Google the keyword
- Look at the top 5 results — what format are they?
- Check SERP features — ads = commercial, featured snippet = informational
- That's your intent. Match it.
Or use SEO Brief Generator — it automatically detects intent, explains why, and builds your outline to match. Try free.