Matching intent.
THE KINDS OF SEARCH
Looking for information Looking for a specific site Comparing options Ready to buy
WHY IT MATTERS
A page must match what the searcher wants.
An article where someone wanted a product page does not convert.
HOW TO TELL
Search for the term and see what ranks.
If the results are all product pages, that search is a buying search.
If they are all articles, it is an information search.
WHAT TO WRITE FOR EACH
- Information searches: articles answering the question
- Comparison searches: honest comparisons
- Buying searches: product or service pages
WHERE BUSINESSES GET IT WRONG
Writing articles for buying searches, or product pages for question searches.
THE MOST VALUABLE SEARCHES
Those indicating a problem you solve.
Someone searching for a symptom is closer to buying than someone searching for a category.
WHAT TO CHECK
That your page answers what the search actually asked.
