Four Types of Search Intent
Navigational, informational, commercial investigation and transactional. Nearly every query falls into one of the four.
Analogy Mental model
Four people entering the same mall. One walks straight to a named restaurant, one browses the posters, one stands between two coats comparing prices, one already has a phone out and is paying.
In practice What you actually do
Tag every keyword in your library before writing anything. Then map the tags to a plan: informational content builds the audience, comparison and alternatives content converts the undecided, transactional pages collect the people who already know what they want.
Where people get burned Pitfalls
Do not aim at navigational queries. Someone typing a brand login wants that brand, and no amount of optimisation will divert them to your site instead.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →