A glossary for search and local marketing
Search intent is what someone wants to do when they search: learn something, compare options or contact a business. Understanding it helps you write a page that answers the question behind their words.
Matching words is not enough if the page answers the wrong kind of question. A visitor searching for arrival directions probably does not want a long brand story. A keyword records the words used in a search. Intent describes the task behind them, so similar words can still call for different kinds of page.
Read the query as a question from a real person and write down what a satisfactory answer would contain. Compare that expectation with the landing page’s opening and structure. Search Console evidence can reveal the queries a page receives, but the reviewer still needs to interpret what those people may need.
Antidote’s Search Console diagnostics include intent gap checks. Those are suggestions to investigate, not proof that every query has one fixed purpose or that a new page is always the right response.
A keyword records the words used in a search. Intent describes the task behind them, so similar words can still call for different kinds of page.
Read the query as a question from a real person and write down what a satisfactory answer would contain. Compare that expectation with the landing page’s opening and structure.
Antidote’s Search Console diagnostics include intent gap checks. Those are suggestions to investigate, not proof that every query has one fixed purpose or that a new page is always the right response.
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