Search Intent

Search intent helps determine site architecture. A guide answering "how does law firm SEO work" serves someone learning about the topic, a service page serves a potential buyer, and a research page supports comparison. Combining all three purposes can make a page unfocused. Publishing two pages for the same intent can make them compete with each other, a problem called cannibalization.

Use the results page as evidence of how Google interprets a query. If a term expected to be commercial returns nine guides, the observed intent is informational and a service page is unlikely to rank for it. Inspect the SERP before writing to confirm the page type and format that currently appear.

Cannibalization can occur when two pages target the same intent. They may split links and impressions, while Google alternates between them instead of ranking either consistently. In Search Console, filter by query and check whether the landing page changes over time. Consolidation is often more effective than further optimization.

Mixed-intent queries need a different treatment. Some terms return a blend of guides, service pages, and a local pack. In that case, one page should lead with one intent and provide a clear path to content serving the other.

Recheck intent periodically because result types can change as language, products, and search behavior change.

Assign each URL one primary audience, one query family, and one call to action before building it. Avoid publishing a page that would compete with an existing page for the same intent. This makes each page's purpose clearer to visitors and search systems.