You wouldn’t build a house without a blueprint.
Same goes for content: before you write, design, or refresh, you need a plan that aligns with search intent. Otherwise, you’re just decorating a room no one will ever walk into.
Put simply: search intent is the reason someone is Googling.
Are they just browsing? Ready to buy? Looking for how-to steps?
If your content doesn’t match what they’re actually searching for, Google will pass it over for something that does.
Here’s how to build with intent in mind:
Step 1: Know the 3 types of intent.
Informational: “What is SEO?” → They want answers.
Navigational: “Ivingo Creative site” → They want a specific place.
Transactional/Commercial: “Best SEO agency in Maryland” → They’re ready to hire or buy.
Step 2: Align your content.
Blog posts → usually target informational searches (with a path toward your services).
Service/landing pages → should target transactional searches.
About/portfolio pages → often match navigational intent.
Step 3: Check the SERPs (Search Engine Results Pages).
Before you write or refresh, Google the keyword. Notice what’s ranking: articles, guides, product pages? That’s Google showing you what searchers actually want.
Step 4: Adjust accordingly.
If everyone on page 1 has a “step-by-step guide,” but your post is just a quick overview? Time to expand it!
Search intent is the blueprint.
Content is the furniture.
Design is the decor.
When your foundation matches what searchers (and Google) expect, your content doesn’t just look good—it stands strong!
Now that you understand search intent, we need to understand how to map keywords to that intent.
This is how you make sure you're organizing your website so that each page has its own clear purpose—and pages aren’t competing against each other for the same ones.
Stay tuned for next week’s Site Notes!
—CJ
