Intent Keywords in Headings: A Complete Guide
Intent keywords are words in headings that signal the type of content a section contains—including question words (What, How, Why) and intent modifiers (Best, Complete, Guide, Step-by-step). Using these keywords in H2/H3 tags helps AI search engines understand your content structure and match sections to relevant user queries. For optimal GEO, more than 50% of your headings should include intent keywords.
This guide provides the complete list of intent keywords, when to use each type, and practical examples for every category.
Key Takeaways
- ✓ Question Words: What, How, Why, When, Where, Which
- ✓ Intent Modifiers: Best, Complete, Ultimate, Guide, Step-by-step, vs
- ✓ 50% Threshold: More than half of H2/H3 should include intent keywords
- ✓ One Per Heading: Use one intent keyword per heading for natural flow
Complete Intent Keywords List #
Intent keywords fall into two categories: question words and intent modifiers. Here's the complete list:
Question Words #
| Keyword | Signals | Best For | Example |
|---|---|---|---|
| What | Definition, explanation | Concepts, terms | “What Is GEO?” |
| How | Process, steps | Tutorials, guides | “How to Optimize Headings” |
| Why | Reasoning, benefits | Justification content | “Why Intent Matters” |
| When | Timing, conditions | Context, situations | “When to Use Each Type” |
| Where | Location, placement | Location-based content | “Where to Place Keywords” |
| Which | Choices, options | Decision content | “Which Keywords Work Best?” |
Intent Modifiers #
| Keyword | Signals | Best For | Example |
|---|---|---|---|
| Best | Top recommendations | Listicles, reviews | “Best Practices for H2s” |
| Complete | Comprehensive coverage | Pillar content | “Complete Guide to GEO” |
| Ultimate | Definitive resource | Major guides | “Ultimate Heading Guide” |
| Guide | Educational content | How-to content | “Beginner's Guide to GEO” |
| Step-by-step | Sequential process | Tutorials | “Step-by-Step Optimization” |
| vs / Comparison | Comparing options | Decision content | “GEO vs SEO” |
| Top | Ranked list | Listicles | “Top 5 Context Signals” |
| Tips | Quick advice | Practical content | “Tips for Better Headings” |
When to Use Each Intent Keyword #
Match your intent keyword to the section's purpose:
For Definitions
Use: What, Guide
“What Is [Term]?”
For Processes
Use: How, Step-by-step
“How to [Action]”
For Recommendations
Use: Best, Top
“Best [Items] for [Goal]”
For Comparisons
Use: vs, Which
“[Option A] vs [Option B]”
Practical Examples by Article Type #
Definition Article #
Article: “What Is GEO?”
- H2: What Is Generative Engine Optimization?
- H2: Why GEO Matters in 2026
- H2: How GEO Differs from SEO
- H2: When to Start GEO Optimization
- H2: Best Practices for Beginners
Intent Percentage: 5/5 = 100%
Tutorial Article #
Article: “How to Optimize Headings”
- H2: What Are Intent-Rich Headings?
- H2: Why Headings Matter for AI Search
- H2: Step-by-Step Heading Optimization
- H2: Best Intent Keywords to Use
- H2: How to Check Your C02 Score
Intent Percentage: 5/5 = 100%
Comparison Article #
Article: “GEO vs SEO”
- H2: What Is GEO?
- H2: What Is SEO?
- H2: How GEO vs SEO Differ
- H2: When to Use Each Approach
- H2: Which Strategy Should You Choose?
Intent Percentage: 5/5 = 100%
Common Mistakes to Avoid #
| Mistake | Problem | Solution |
|---|---|---|
| Stacking keywords | “What Is the Best Complete Guide” | Use one intent keyword per heading |
| All same type | Every heading starts with “What” | Mix What/How/Why for variety |
| Forced usage | Awkward phrasing to include keyword | Keep it natural; skip if needed |
| Missing topic | Just “How to” without specifics | Include topic: “How to [Topic]” |
Frequently Asked Questions #
What are intent keywords for headings? #
Intent keywords are words that signal the type of content a section contains. They include question words (What, How, Why, When, Where, Which) and intent modifiers (Best, Complete, Ultimate, Guide, Step-by-step, vs). Using these in H2/H3 headings helps AI understand your content's purpose.
How many intent keywords should I use? #
Use one intent keyword per heading. More than 50% of your H2/H3 headings should include intent keywords to pass the C02 checkpoint. Overusing or stacking multiple intent keywords in a single heading can feel unnatural.
What's the difference between question words and intent modifiers? #
Question words (What, How, Why) signal specific query types like definitions or processes. Intent modifiers (Best, Complete, Guide) signal content quality or scope. Both are valuable; mix them for variety and comprehensive coverage.
Conclusion: Master Intent Keywords for Better Citations #
Intent keywords transform generic headings into clear signals that AI systems can match to user queries. By using the complete list of question words and intent modifiers, you make your content structure transparent and citable.
Key principles:
- Use question words (What, How, Why) for query matching
- Use intent modifiers (Best, Complete, Guide) for scope signals
- One keyword per heading for natural flow
- Mix types for comprehensive coverage
- Target 50%+ of headings with intent keywords
Check your heading optimization with GEO-Lens. For more on headings, see Intent-Rich Headings and Heading Optimization for AI.
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Product Manager at Seenos.ai. Pioneer in AEO research since 2024, exploring the convergence of SEO and GEO (Generative Engine Optimization). Led multiple AI-powered content optimization projects that achieved 300%+ citation increases in ChatGPT and Perplexity.