Search Intent
The underlying reason or goal behind a user's search query.
Search intent (also called user intent or query intent) refers to the primary goal a user has when typing a query into a search engine. There are four main types: Informational (seeking information), Navigational (looking for a specific website), Commercial (researching before a purchase), and Transactional (ready to buy or take action). Matching content to the correct search intent is critical for ranking and conversion.
Why Search Intent Matters
Google's algorithm is increasingly sophisticated at detecting mismatches between content and search intent. Even if your content contains the right keywords, it won't rank well if it doesn't fulfill the user's actual intent.
Real-World Example
The query "how to lose weight" is informational — a landing page selling weight loss pills won't rank, but a comprehensive guide will. "Buy whey protein" is transactional — a product page ranks better than a blog post.
Search Intent FAQs
How do I identify search intent?
Look at what types of pages Google already ranks for your target keyword. The content types and formats on page 1 reveal the intent Google associates with that query.