Search intent worksheet
Map queries to intent classes, existing URLs and a decision: create, revise, consolidate or do not publish.
How searchers ask
iGaming Search Intent Taxonomy
Our intent taxonomy sorts casino and sportsbook queries into five classes, so content teams can decide what a page must answer first, and what it should never do. The fifth class, policy context, covers rules, safety and support questions.
The five classes
| Class | Definition | Handling rule |
|---|---|---|
| Informational | The reader wants to understand a game, bet type, term or process | Answer first; explain the rule or odds; no offer in the opening |
| Commercial investigation | The reader compares options before choosing | State criteria and licensing; disclose relationships; respect local inducement rules |
| Transactional | The reader wants to do something now: register, deposit, place a bet | Steps, eligibility (age, location) and terms before the action |
| Navigational | The reader wants a specific brand or page | Get them there; no interstitials |
| Policy context | Rules, legality, limits, self-exclusion, complaints, help | Support information and official schemes; no promotion |
The classes describe purpose, not share of searches. We do not publish percentages for them because we have not measured them; any split you see in our diagrams is structural.
Intent research
Mapping casino search intent
Classify casino and sportsbook queries into five intent classes, including policy context, and match each to the right page and opening answer.
On-page SEO for casino resources
Titles, snippets, headings, dates, structured data and outbound link markup for casino guides, based on Google's current documentation.
Sportsbook queries fall into the same five classes but cluster around fixtures. The sportsbook editorial calendar guide shows how to plan for those peaks.