Creation of Intent: Form & Function

Here’s where a lot of people stumble: You take your keyword and create content around it—maybe you create a blog post, maybe a shopping page—before you really understand what people are looking for with that keyword.

This is known as intent.

Guessing at intent is like gambling. You may think you know what people want, but unless you verify, it’s like throwing darts blindfolded.

Google’s job is to give people web results that satisfy their questions, so if you don’t satisfy intent, you’ll likely not rank very well for very long.

Fortunately, there’s a dead-simple way of determining keyword intent: search Google for your keyword phrase, and determine:

  1. What kind of pages are already ranking
  2. The common elements of each page, e.g. images, videos, shopping, etc
  3. What Google lists as “related searches”

Google has already tested your keyword across thousands or millions of searches, so they have a pretty good idea of what people are looking for.

For example, if our keyword phrase was “designer flowers”, we could write another blog post about designer flowers, or we could examine what Google currently ranks:

From this, we see that Google determines the search intent of “designer flowers” to be:

  1. Images of designer flowers
  2. Shopping for designer flowers
  3. Related searches about Designer Flowers

If we wanted to rank for this keyword, we would be wise to create content that delivered on these elements. We would learn even more from diving into the individual pages themselves.

But is it enough to simply copy the form of these pages, and deliver answers that are just as good? No, no, no! There is a better way…