Part 2
The four types of search intent
Every query tells you how far along a buyer is. Match the page type to the intent and the content does half the work for you.
- Informational — "how does X work" — an explainer, not a sales page.
- Comparison — "X vs Y", "best X for Y" — an honest comparison that still recommends.
- Commercial — "X service in [town]", "X cost" — proof, price guidance, one inquiry action.
- Transactional — "buy X", "book X" — nothing between the decision and the action.
