/ SEO
What is search intent and why does it matter?
What the searcher actually wants: information, a comparison, or to buy. Match the page type to the intent or you won't rank.
/ 01
The short version
Google decides which type of page satisfies a query. Fighting that is a losing battle.
/ 02
What actually matters
- • Informational: 'how much does X cost' — needs a guide.
- • Commercial: 'best X in Essex' — needs a comparison or list.
- • Transactional: 'X near me' — needs a service or product page.
- • Navigational: brand searches — needs your homepage.
- • Google the term and look at what's ranking. That's the answer.
/ 03
The bit most people get wrong
If the top ten results are all blog posts, a service page won't crack it — and vice versa. Build the format that's already winning.
/ 04
What to do next
Google your target keyword and note what page type dominates. Build that.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get search intent right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Can one page serve two intents?
Sometimes, but it usually serves neither well.
Does intent change over time?
Yes — recheck established targets annually.
Still not sure?
Book a free 20-minute call — we'll answer your specific version of this question with no sales pitch.
Book a call →