Search intent
Search intent, explained with one keyword
Work out what a reader needs to accomplish before choosing an article format.
Updated 10 October 2026
A keyword is the start of a question
Someone searching for “queenslander renovation cost” may be deciding whether a project is affordable. They are unlikely to need a general history of Queenslander homes as the main answer.
Turn the phrase into a reader's task: understand likely cost drivers, identify uncertainties and work out what information is needed for a useful quote. That task is more helpful than treating the keyword as a phrase to repeat.
Read the results, then look for evidence
Review the pages currently appearing for the query in the relevant market. Note whether they are guides, service pages, comparisons or calculators. Read the pages themselves, including what they leave unclear. Search results are a useful observation, not proof that copying their headings will work.
Ask what your business can contribute: a documented process, qualified expertise, useful examples or an explanation of how a quote is prepared. If you cannot support a number, explain the variables rather than inventing precision.
Build the answer around the task
A useful cost guide might explain the scope of work, the factors that change the budget, exclusions readers should ask about and the details to gather before approaching a professional. Put the key answer near the start, then develop the reasoning in sections.
Write a title that describes that answer accurately. Keep the page focused, and offer a relevant next step without hiding the information behind a sales pitch.
Check the finished page
Read it as someone who has never used your business. Can they explain what affects the decision? Are the examples clear about their assumptions? Do links lead to helpful supporting information? Does the page deliver what its title promises?
A complete answer can be short or long. Choose the length needed to explain the question well, rather than a word count chosen without reading the material.