Keyword research
Map search intent
Inspect the results for each query and identify whether people want to learn, compare, or take action. Match the page format to that intent before prioritizing it.
The starting point
Before you begin.
The same subject can appear at several stages of a customer’s decision. Someone learning the basics needs different information from someone comparing providers or looking for a nearby service.
The process
How to put it into practice.
- Choose a query and inspect the kinds of pages that appear for the relevant location.
- Note whether the visitor is likely learning, comparing providers, or ready to take action.
- Match the page’s format, evidence, and next step to that need; revisit the mapping when results change.
For each priority query, record the dominant page formats, the questions those pages answer, and any local or commercial features in the results. Compare that with your page. If the page does not address the same need, change the content or choose a more suitable existing page before rewriting the title.
A practical example
What this could look like.
“How to choose a helicopter school” suggests a guide, while “helicopter flight training Calgary” may call for a service page.
Review the work.
Keep the evidence behind your decision: the pages you checked, the date range, the data source, and any assumptions. If you make a change, record what changed and check it again using the same method where possible.
Search visibility can move for many reasons, so compare relevant periods and avoid attributing an inquiry or ranking change to one action without supporting evidence.
What to keep in mind.
Intent labels are working hypotheses. A query can have mixed intent and results vary by place and time.
Common questions
Frequently asked questions.
Can a query have more than one intent?
Yes. Search results may include articles, providers, and videos for the same query. Look at the mix and decide which audience your page can genuinely help.
Should I copy the top-ranking page?
No. Use results to understand expectations, then contribute your own accurate explanation, experience, and useful details.
What to do next.
Choose one relevant page or question, document what you find, and agree on the next action before expanding the work. Review the result using the data available to your business.
For the fundamentals, read what SEO is and how it works. If you need hands-on help, explore my SEO services.