Search Intent Cheat Sheet
Four intents, the page each one needs, and a 60-second test that tells you which one Google expects.
A one-page guide to search intent: what the searcher wants, which page to build for it, and how to check page one before you write. Use it before every new page so you stop writing recipes when you sell machines.
For: Founders and small business owners who write pages that get readers but no buyers, or no traffic at all.
- The 4 intents, with one coffee example · 5
- The 60-second test: let page one tell you · 4
- Mixed intent: when page one is split · 4
- Fix intent on your money pages · 5
- Read the table once. It's the whole idea.
- Before you write any page, run the 60-second test in section 2.
- Use section 4 to fix the money pages you already have.
The 4 intents, with one coffee example
Same topic, four different people. My simple version uses learn, compare, visit and buy. Google's own Search Quality Rater Guidelines use Know, Do, Website and Visit-in-person; the mapping is in the last column.
| Intent | Example search | What they want | Page to build | Google's rater term |
|---|---|---|---|---|
| Learn | how to make cold brew | An answer or a how-to | Guide, explainer, how-to with steps | Know (Know Simple for one-fact answers) |
| Compare | best coffee beans | Options side by side before deciding | List, comparison, 'X vs Y' page | Know or Do (the guidelines say the line is blurry) |
| Visit | cafe near me | A place to go now | Location page + Google Business Profile | Visit-in-person |
| Buy | buy espresso machine | To pay or book | Product, service or pricing page | Do |
| Go to a site | starbucks menu | One specific website | Your homepage or that exact page | Website |
The 60-second test: let page one tell you
Google already shows you the intent it expects. Read it before you write.
- 1. Search the keyword in an incognito window
Set your location to where your customers are if it's a local service.
- 2. Count the page types in the top 10
Guides, lists, product or service pages, a map pack, videos. Write the count down, like '6 guides, 3 lists, 1 shop'.
- 3. Check the extras on the page
A map pack means visit intent. Shopping results mean buy intent. A People also ask box and an AI Overview usually mean learn intent.
- 4. Build the type that wins
If 7 of 10 are guides, a service page will struggle there. Build the guide, then link it to your service page.
Mixed intent: when page one is split
- If results are split, pick the intent closest to a sale you can make.
Practical advice. A split page one means Google isn't sure, so either type can rank. Choose the one that brings customers.
- Answer the learn question at the top of a buy page.
A two-line answer first, then the offer. You serve both people on one page.
- Don't build two pages for the same search.
They compete with each other. One strong page beats two half pages.
- Recheck page one every few months.
Intent can shift, for example around seasons or news.
Fix intent on your money pages
- Your service page targets a buy or visit search, not a 'what is' search.
'What is' searchers want to learn. They read and leave.
- Price, area served and how to book are visible without scrolling far.
That's what buy and visit searchers came for.
- Every guide links to the service page it relates to.
Learners become buyers later. Give them the path.
- Your homepage isn't trying to rank for ten different searches.
One page, one main job. Give each service its own page.
- Local business: Google Business Profile is complete.
'Near me' searches show the map pack before normal results.
Unlock the full cheat sheet
Everything above, plus the branded PDF to keep.