What is search intent?

The four main types

Why intent decides rankings

Google tries to show the type of page that satisfies the search. If searchers for “dentist Manchester” want a local list with reviews and directions, a long blog post will not rank however well it is written. Matching intent comes before optimising keywords.

How to identify intent

1. Search the keyword yourself and look at what ranks: lists, guides, product pages, maps.
2. Look at the features Google shows: local pack, People Also Ask, shopping results.
3. Read the words in the query: “near me”, “price”, “best”, “how to” signal different goals.

How to match it

• Give each page one clear purpose and one primary intent.
• For local intent, combine a strong Google Business Profile with service pages for each area served.
• For comparison intent, give honest, structured comparisons rather than a sales pitch.
• Make the next step obvious: call, book, request a quote.

How Starboost handles it

We map every target keyword to its intent before writing or changing a page, so content, listing and calls to action all point at the same goal. See our local SEO agency approach.