Read the top results before you write. The type of page that ranks tells you what the searcher expects.
For writers and marketers about to draft a page. You will leave with a clear intent label and a first screen that answers it.
A page can be well written, accurate and well linked and still never rank, because it is the wrong kind of page for the search. Someone looking for a quick how-to will not stay on a sales page, and someone ready to buy will not read a long essay. Matching the page to the intent is the step before every other step.
1Name what the searcher wants
Write one sentence: the searcher wants to ___ so that ___. Then decide which of four broad intents it is.
| Searcher wants to | Example search | Page that tends to rank |
|---|---|---|
| Learn | how to reduce saas churn | Guide or explainer |
| Compare | best invoicing software for freelancers | Comparison or list |
| Buy | invoicing software pricing | Product or pricing page |
| Find a site | fernhollow login | Homepage or login page |
Many searches are mixed. The results may show a few guides, a comparison and a product page together. When that happens, look at which format takes the top positions and treat that as the leading intent.
2Let the results tell you the format
Open the top ten results in tabs and sort them by type. Count how many are guides, lists, tools, product pages and comparisons. The dominant type is what searchers have been satisfied by so far, and it is the format you should expect to match.
3Answer the main need on the first screen
Whatever the format, give the searcher the answer or the thing they came for straight away, then add the detail below. Put the direct answer in the first one or two sentences.
Slow to answer
Churn is one of the most important metrics in any subscription business, and understanding it is essential for sustainable growth. In this article we will explore what churn means and why it matters.
Answers first
A good monthly churn rate depends on your customers. Small-business SaaS often sees higher churn than enterprise SaaS, so compare yourself with products that sell to similar customers. Here is how to work out your own number and what to compare it with.
The second version delivers the answer's shape immediately and promises the detail, which is what the searcher wanted.
4Cover what the top pages skip
Matching the format gets you into the running. Beating the existing pages needs something they lack: a worked example, a template, a case they skip, fresher facts, or a clearer decision rule. Read the top three and list what is missing before you outline your own.
- A step-by-step example with real numbers
- A template or checklist the reader can copy
- The follow-up question the top pages ignore
- A clear recommendation by situation, not a list of options
Worked example
Switching a page to the intent (illustrative)
A made-up project tool targets "how to run a sprint retrospective" with a feature page. The results are all practical guides with a template. The team rewrites the page as a short guide with a facilitation template, adds a section on what to do when the same issues keep returning, and links to the feature near the end. It now fits what searchers expect and has a natural way to introduce the product.
Intent check before you publish
- The intent is written in one sentence
- The page type matches what ranks
- The answer is in the first two sentences
- The page adds something the top results lack
- A stranger can tell what it is for in five seconds
Say it in 30 seconds
The 30-second version
Decide whether the searcher wants to learn, compare or buy, then read the top results to see what format ranks. Answer the main need on the first screen, and add what the existing pages leave out.
Worksheet
Search intent check
The full guide and a worksheet to fill in, as a PDF you can print or share with your team. The worksheet covers:
- Write the target search exactly as typed
- Write the searcher's goal in one sentence: the searcher wants to ___ so that ___
- Label the intent: learn, compare, buy or find a specific site
- Note whether the results suggest more than one intent
- and 6 more
One email with the PDF. No list, no follow-ups.
