Search Intent Types and Mapping
Match your content to what Google expects.
Search intent is not just informational vs transactional. Google classifies queries into nuanced intent types that determine which page formats rank.
Why intent determines what can rank
Google does not rank the best page. It ranks the best page for the intent behind the query. If your page does not match the intent Google has assigned to a query, it will not rank regardless of quality, links, or technical optimization.
This is the single most common reason good content fails to rank.
The four intent types
Informational. The user wants to learn something. Examples: "how does photosynthesis work", "what is a canonical tag", "symptoms of vitamin D deficiency". Google expects articles, guides, explanations. Product pages will not rank here.
Navigational. The user wants to reach a specific site or page. Examples: "gmail login", "spotify web player", "UpSearch pricing". Google expects the specific destination. You can only rank for navigational queries about your own brand.
Commercial investigation. The user is researching before a decision. Examples: "best project management tools", "ahrefs vs semrush", "top CRM for small business". Google expects comparison pages, review roundups, and detailed evaluations. Single product pages rarely rank here.
Transactional. The user wants to complete an action. Examples: "buy running shoes online", "hire SEO consultant", "download slack". Google expects product pages, service pages, and landing pages. Blog posts will not rank here.
How to determine intent for a query
The most reliable method is to look at what currently ranks. Google has already determined the intent based on billions of user interactions. The SERP tells you what Google expects.
Check the top 10 results for your target query:
- Are they all blog posts? The intent is informational.
- Are they all product pages? The intent is transactional.
- Is there a mix of comparisons and reviews? The intent is commercial investigation.
- Are they all from one brand? The intent is navigational.
If 8 out of 10 results are a specific format, that is the format you need to match.
Mixed intent queries
Some queries have mixed intent. "CRM software" could be informational (what is CRM software?) or commercial (which CRM should I buy?). Google handles this by showing a mix of result types.
For mixed intent queries, you have a choice: match the dominant intent, or try to satisfy multiple intents on one page. The dominant intent approach is usually safer.
Intent mismatch is the silent killer
The most frustrating SEO scenario is having a genuinely good page that does not rank. In many cases, the problem is intent mismatch.
Signs of intent mismatch:
- Your page is indexed but gets zero impressions for the target query
- Your page ranks briefly then drops
- Competitors with seemingly weaker content outrank you
The fix is not to optimize harder. The fix is to create the right type of page for the intent.
How UpSearch handles intent
UpSearch classifies queries by intent based on SERP analysis. When it identifies an intent mismatch between your page and the target query, it flags it. The fix is usually creating a new page in the correct format rather than modifying the existing one.
Takeaway
Before creating any page, check the SERP for your target query. If the results are all a different format than what you planned to create, change your plan. Fighting intent is a losing strategy.