Improving technical SEO on your site may not be enough to move the needle these days. 

Once a site reaches technical parity with its competitors — the point at which a proper infrastructure no longer gives you an advantage — Google shifts its ranking criteria toward relevance. And relevance is determined by aligning with search intent. 

Let’s talk about how to make your site more relevant.

Why an intent mismatch may be suppressing your site’s performance

An intent mismatch occurs when the copy on a page doesn’t match what the user is expecting to find on it. This happens when pages aren’t relevant to a topic or have mismatched signals.

This generates poor behavior signals — users click through from a SERP, see that the page doesn’t answer their need, and leave. Google interprets these signals as evidence that the page doesn’t satisfy the query. 

This can lead to a decline in rankings, which means fewer users see the page, which means the behavioral signals worsen. It’s a feedback loop that technical SEO alone can’t resolve.

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Technical SEO improvements may no longer make a difference

In the early stages of implementing an SEO strategy, the needle can move quickly. If a site is operating below the technical baseline needed for Google to properly evaluate it, applying simple fixes — such as fixed crawl errors, resolved duplicate content issues, improved page speed, and adding schema — can produce big gains.

However, after these changes, your site’s technical foundations are now comparable to those of your main competitors — you hit a ceiling. Now, Google isn’t ranking pages based on which ones it can access the easiest, but on those that best satisfy the user’s query. 

Your technical infrastructure, or lack thereof, no longer disadvantages you, but now the rules of the ranking game have changed.

This is where intent alignment becomes the primary lever for improvement. 

Signals that reinforce search intent

Elements that have an impact on a page’s intent, and how Google decides whether the intent matches the page, include: 

• Click-through rate.
• Engagement signals.
• Core Web Vitals.
• Schema type.
• Internal linking anchor texts.
• URL structure.

Click-through rate (CTR)

Click-through rate can be determined by your title tag, meta description, URL structure, and schema. It is also measured against intent. 

For example, if your title tag is optimized for a keyword but doesn’t match the user’s query, your CTR will drop. Google treats a low CTR as a relevance signal and adjusts rankings accordingly.

Engagement rate

Time-on-page, scroll depth, and interaction rates can suffer when intent doesn’t align with a page. 

If a user is searching to purchase something but lands on a how-to guide, they may exit that page within seconds. The same can be said of a user looking for an emergency plumber who lands on a page without a phone number. 

Engagement signals feed directly into how Google evaluates a page’s usefulness for a given query.

Core Web Vitals (CWV)

The three Core Web Vitals — Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS) — determine page loading speed.

A transactional page that loads slowly suffers more than a slow-loading informational article. With the transactional page, the user is ready to buy and their patience is minimal, whereas a reader in research mode can tolerate a longer wait. 

CWV thresholds matter everywhere, but their impact on conversion and bounce behavior is greater on high-intent pages. 

Schema type

Schema markup tells Google explicitly what type of content is on a page. Generally:

• Article/HowTo is informational.
• Product is transactional.
• FAQ is informational and commercial.
• Local business/event is navigational.

When schema type contradicts the content on a page, Google gets a conflicting signal, resulting in a traffic drop.

Internal linking anchor texts

The anchor text of internal links tells Google about the page that’s being linked to, including its intent. 

If a transactional landing page receives internal links with informational anchor text — “learn more about X,” rather than “get a quote for X” or “buy X” —  the intent signal Google receives about that page’s purpose gets diluted.

URL structure

Google uses URL patterns to infer page type. 

For example, URLs sitting under /blog/ are treated with informational bias. A product or service page buried under a blog path fights against that structural expectation, regardless of its content, and it may not rank well. 

Cannibalization and canonicalization

If your site has multiple pages targeting the same keyword but with different intents, neither is likely to rank well. They compete against each other and dilute the signal Google receives. 

To fix, use canonical tags to clearly signal which page is the preferred one for a given keyword, consolidate or redirect competing pages where appropriate, and ensure your internal linking reinforces the canonical choice.

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How to fix intent misalignment

Here’s an example of a common intent mismatch and some steps to audit your content and fix it. 

What an intent mismatch looks like

For example, if a user searches for “financial analysis software,” they’re looking to buy software. The keyword phrase is highly transactional. 

But if your site targets this keyword phrase for an informational blog post that explains how a person can complete a financial analysis report themselves, this creates a mismatch.

The user is looking for a product that does the analysis for them, which means they want to compare features, understand pricing, see integrations, or book a demo. 

The keyword phrase should be applied to a dedicated product or landing page that clearly outlines functionality, benefits, use cases, and pricing. This would align more with the user’s needs, resulting in more inquiries, leads, and conversions.

Identify the intent of your pages

To fix intent mismatches, to start, compile a list of the top performing keywords that best describe your business and manually check the Google rankings for each.

This initial research will tell you exactly what type of page and copy you should have for these keywords. For example:

• Knowledge panels, AI Overviews, and People Also Ask boxes usually appear for informational searches.
• Paid results usually suggest commercial intent.
• Shopping feeds suggest a transactional keyword.

Next, add the keywords to a spreadsheet and add a column for intent. Work down the list, adding whether you think the page is informational, commercial, transactional, or navigational. 

You can then create another column that states the type of page that will rank well: 

• Informational: Blog or resource content.
• Commercial: Service or landing pages.
• Transactional: Collection, category, or product pages.
• Navigational: Brand, specific service, or specific location pages.

See what your competitors are doing

Research your competitors’ pages for the keywords you’re targeting. Analyze and note what they have that your pages don’t have.

They may have:

• Tables.
• Comparisons.
• Calculators.
• Tools.
• FAQs.
• Reviews.
• Step-by-steps.
• Images.
• Videos.
• And more. 

Consider how to improve your own pages to match theirs. 

Measure your page’s performance based on intent metrics

Once you’ve made changes to your pages, track their performance to see whether they helped. Look at:

• Clicks and impressions for intent-aligned keywords.
• Rankings for core target queries.
• Time on page.
• Conversion rates, particularly those of previously underperforming pages.

Technical SEO still plays a decisive role

Technical SEO is still important, especially for complex, enterprise-scale sites. Here are some ways that technical SEO work can still move the needle significantly, in ways that content optimization alone can’t.

Crawl budget management

An ecommerce site with thousands of URLs can have its crawl budget consumed by low-value pages before its allotment reaches high-intent category and product pages that you want to rank. 

Cleaning up low-value pages is purely technical work and will ensure your crawl budget goes toward pages that count. 

International site architecture

Technical SEO is crucial when handling international sites that contain pages in multiple languages. 

A keyword that’s purely informational in one market may be transactional in another, reflecting different buyer behaviors and levels of market maturity. Hreflang implementation, regional subdomain or subdirectory structures, and URL strategies all affect whether the right page, with the right intent, reaches the right audience.

Log file analysis

A log file analysis will reveal which pages Google is successfully crawling and how frequently they are. For sites with intent alignment problems, Google often spends a disproportionate amount of attention crawling low-value or misaligned pages, while high-intent pages are visited infrequently. 

For small sites with a clean structure and limited number of URLs, technical SEO can reach parity quickly, so the need to shift to intent alignment happens sooner. For large, complex sites, technical and intent work often need to happen in parallel.

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Technical SEO and intent need to work together

Technical SEO is still important today — think of it as a foundation that the rest of the site sits on. Pages that can’t be crawled, indexed, or rendered correctly will be unable to rank, regardless of how well their content matches user intent.

Think of intent alignment as the ceiling — it’s what determines how high a technically sound page can rank, and whether it converts the traffic it earns. 

Every page on a site should have a clearly defined intent, expressed in the right format, with the right content type. And they should also be supported by technical signals, be it schema, URL structure, relevant anchor text, etc., so that the page’s intent is constantly reinforced.