Lesson 8 / 34

Keyword Research & Search Intent

Find the queries your audience searches for and match each page to search intent: informational, navigational, commercial or transactional.

Search intent

Search intent is the goal behind a query. Informational ("how to set up a sitemap"), navigational ("Search Console login"), commercial ("best SEO tools") and transactional ("buy domain"). A page ranks when its content matches the intent of the query.

Finding keywords

Start with Search Console queries you already get impressions for, then use keyword tools, "People also ask" and competitor pages. Prefer specific long-tail phrases you can fully answer over broad terms you cannot win.

One page, one primary intent

Map each page to one primary keyword and intent. Two pages targeting the same query compete with each other (keyword cannibalization).