- Article
- 2 minutes read
- Reviewed August 4, 2026
Search intent describes the outcome a person expects when entering a query.
Content planning uses that intent to decide which page should exist, what it should contain and where it belongs in the website architecture.
Common Intent Categories
A practical model includes:
- Informational.
- Navigational.
- Commercial investigation.
- Transactional.
- Local.
A single query can contain mixed intent.
One Primary Page per Intent
When several URLs target the same need, search engines and users can struggle to identify the best destination.
Choose a primary page and make other content support it. A manual page can explain a concept, product documentation can explain a workflow, a blog post can provide opinion and a product landing can convert interest.
Build a Content Brief
Record:
- Primary intent.
- Audience.
- Technical level.
- Distinct value.
- Heading structure.
- Internal links.
- Required examples.
- Trust signals.
- CTA.
- Update triggers.
- Cannibalization risk.
Prioritize
Consider strategic relevance, audience demand, product connection, existing authority, dependencies and maintenance cost.
Low-volume specialist content can still be valuable when it supports a product or establishes expertise.
Frequently Asked Questions
Is search intent the same as a keyword?
No. A keyword is the phrase; intent is the expected outcome behind it.
Should every idea become a new URL?
No. Some belong as sections, FAQs, examples or updates to an existing page.
Continue Learning
Previous: [WordPress SEO Fundamentals](/resources/wordpress-manual/seo/wordpress-seo-fundamentals/)
Next: [SEO-Friendly WordPress URL Structures](/resources/wordpress-manual/seo/seo-friendly-url-structures/)