What is search intent?
Search intent, also called user intent, is the goal behind a search query: what the person is really trying to find or do. Matching your page to that goal is one of the most important parts of ranking well.
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The main types of search intent
Informational searches seek an answer or explanation. Navigational searches aim to reach a specific site, commercial searches compare options before a purchase, and transactional searches signal readiness to act.
Many queries blend more than one type, and the same words can mean different things to different people.
Why intent matters
Search engines want to show results that satisfy the person searching. A page that doesn't match the intent is unlikely to rank well, however well it's optimized.
Matching intent also helps conversions, since the visitor finds what they came for.
How to identify intent
Search the term and study the results. The kinds of pages that rank, such as guides, product listings, or comparisons, show what Google believes people want.
Common questions
What are the four types of search intent?
They are commonly described as informational, navigational, commercial, and transactional. The labels vary slightly between sources.
How do I match search intent?
Review the top results for your target keyword and note the format and depth they use. Then create a page that answers that need as well or better.
Can a keyword have more than one intent?
Yes. Ambiguous queries, like a single product name, can serve several needs, and search results may reflect a mix of page types.
Does search intent change over time?
It can. As trends, products, and search features change, the results Google favors for a query can shift, so recheck important keywords periodically.
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