What is Search Intent?

Search intent is the underlying goal of a search query: does someone want information, want to visit a specific website, compare options or buy something? Google assesses how well a page matches that intent. Content that answers the search intent precisely ranks better than content that only contains the keyword.

The types of search intent

Usually you distinguish four types: informational (wanting to know something), navigational (looking for a particular site), commercial (comparing before a purchase) and transactional (ready to buy or make a request). Each type calls for a different kind of page and message.

Why is search intent so important?

If your content does not match the intent, you will not rank, however good the text is. Someone searching for “what is SEO” wants an explanation, not a sales page. Judging search intent correctly is therefore a core part of keyword research.

Determining search intent

The quickest check is to look at the search results page itself: the type of pages Google shows (guides, product pages, comparisons) reveals which intent Google expects behind that search term. You then tailor your content to it.

Can a keyword have several intents?

Yes. With mixed intent, Google shows different types of results. Then choose the dominant intent or cover several.

How do you know if you match the intent?

Compare your page with the best ranking results: do they offer the same type of answer as you?