Search intent is the goal behind a search: what the person wants to learn, find, compare or buy. Marketers commonly group it as informational, navigational, commercial and transactional. A page ranks and converts better when its type and content match the intent behind the words typed.
In short
The same words can carry different intents. A homeowner in Ohio typing 'roof repair' may want a how-to guide, a price range or a local roofer to call. Look at what the results already show: if they are mostly local business listings, a long guide is unlikely to fit, and if they are mostly guides, a sales page is unlikely to rank.
Give each page one main purpose. Build guides for learning, comparison pages for choosing, and service or location pages for buying. Group your keyword list by intent before you plan pages, so two pages do not compete for the same search.
Our SEO service starts a plan with this grouping.
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