How do you plan landing pages that match search intent?

To plan landing pages that match search intent, first identify the problem searchers want to solve. Then decide the page’s purpose, type, and content depth, rather than creating a sales page and adding keywords afterward. People seeking knowledge need answers, those evaluating options need comparisons, and those ready to buy need product information and a way to purchase. A landing page can be a tutorial, a comparison article, or a product or service page. What matters is meeting the expectations behind that search. (S17, S18)

Identify search intent before choosing a page type

Search intent is commonly divided into four categories. These can serve as a starting point, but assigning a label is not enough; you also need to identify the content format readers expect. (S13)

• Navigational: Users are looking for a specific website or page, so help them reach that destination.
• Informational: Users want to understand a concept or solve a problem, making explanations and tutorials appropriate.
• Commercial investigation: Users are researching options before buying and need comparisons, recommendations, or information to help them evaluate their choices.
• Transactional: Users are ready to buy or complete a transaction and need a page that supports that action.

Next, examine the search results for the target query. Note whether they feature guides, lists, or product pages, and use that to choose a content format. For example, someone searching for “buy a domain” expects to find a way to purchase one; an introduction explaining only “what is a domain” would not meet that need. (S14, S18)

Map audience questions to keywords and pages

Do not prioritize content production solely by search volume. The keyword mapping method proposed by yesharris starts with identifying your audience, their stage in the buying journey, and their current questions. Next, identify the terms they might search for and the content they expect to see, then decide which landing pages to create. Buying journeys vary in length across industries, so examples should not be treated as a fixed process. (S17)

Take learning SEO as an example: beginners need accessible content that thoroughly covers the basics, while readers searching for advanced topics need more in-depth explanations. Even though both groups are interested in SEO, the same introductory article will not necessarily meet both groups’ needs. Visitors looking to learn should not be shown only a product sales pitch. (S17)

At Procrustes, we turn the questions our clients genuinely care about into articles, with ongoing content planning, writing, and updates.

For an SEO services website, you also need to check whether the keywords match the services actually offered. A dedicated service page should explain those services and include contact information, rather than attracting visitors with unrelated needs just to increase traffic. (S26)

Let the page’s purpose determine content depth, rather than using a fixed length

In its 2023 content planning guidance, Yoast distinguished between cornerstone content and product landing pages. Cornerstone content aims to answer questions about a broad topic thoroughly; its primary purpose is not sales. Product landing pages should focus on the product and provide the information visitors need to make a decision, without covering all the background knowledge. This is a principle for deciding what to include, not a fixed word-count requirement. (S18)

Before production begins, use the requirements document to specify the core question the page should answer, the content format, and which content needs updating or creating. Choose between articles, product or service pages, case studies, and FAQ pages based on search results and intent. For B2B buyers, content also needs to help them assess risks and feel confident in their decisions, rather than merely listing keywords. (S11)