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Keyword vs intent
The keyword is what’s typed. Intent is what the person wants to do. The agent just does it for them.
“crm”
I run 12 reps, leaving Excel, €40/seat/month budget: which one?
“running shoes”
First half-marathon, weak knees, €150 max: which model, where to buy?
“tax 2026”
Do I have to declare my furnished-rental income this year?
Five intents, not four
- Inform — most exposed to AI Overviews (CTR collapses).
- Navigate — brand protects the click.
- Compare — triggers the most sub-queries.
- Buy — the agent increasingly completes it.
- Delegate — new: “do it for me” (book, compare, draft).
Method: for each keyword, write the full prompt a human types, then the task an agent would delegate. Your page must answer all three.
Primary intent, secondary intents
A page answers one primary intent and a few secondary ones, such as comparisons, prices or alternatives. These often match fan-out branches: covering them raises your chances of being cited.
The three-question test
- What does the person want to do after reading?
- What constraint do they state (budget, deadline, place)?
- Could an agent complete that task from your page alone?
Keep exploring
KeywordsThe keyword, 2026 editionAgentic promptsAgentic search promptsQuery fan-outQuery fan-out: one prompt, many searchesStrategy90-day plan
Updated 27 October 2026