Step-by-step guide

How to Read Search Intent From the Results Page

A practical guide to working out what searchers want by looking at what already ranks.

Guide1 min readBeginner

Key takeaways

  • The results page is the best evidence of what searchers want.
  • Look at page types, formats and SERP features, not just titles.
  • Match the dominant intent before you optimize anything else.

Start with the results, not the keyword

Search the query and look at the top ten results. Are they product pages, guides, local listings, or videos? The mix tells you what Google thinks the searcher wants.

The four intent types

  • Informational: the searcher wants to learn.
  • Navigational: they want a specific site.
  • Commercial: they are comparing options.
  • Transactional: they are ready to buy or book.

Terms used here

Practice what you learned

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