What is Search Intent?
Definition
Search intent is the underlying goal or purpose behind a user's search query—what they're actually trying to accomplish by searching.
Why search intent matters
Search intent matters because it determines what content Google shows. The best content for 'how to tie a tie' is a tutorial, not a product page selling ties. Mismatching intent means your content won't rank regardless of optimization.
Understanding intent helps create content that satisfies users. When your page delivers exactly what searchers want, they engage longer, convert better, and send positive signals to search engines.
Intent analysis reveals content strategy gaps. By mapping keywords to intent stages (awareness, consideration, decision), you can ensure you have content serving users throughout their journey.
Key concepts and types
- •Informational intent
Users seeking to learn or find information about a topic. - •Navigational intent
Users looking for a specific website or page. - •Commercial intent
Users researching products or services before making a decision. - •Transactional intent
Users ready to complete an action like purchasing or signing up. - •Intent modifiers
Words in queries that signal intent, like 'buy,' 'how to,' or 'best.'
Common misconceptions
- ✕Keywords have only one intent type
- ✕You can determine intent without looking at SERPs
- ✕High-volume keywords always have commercial intent
- ✕Transactional pages can't rank for informational queries
- ✕Intent is static and never changes
Related terms
FAQs
How do you determine search intent?
Analyze the current SERP for your target keyword. The types of pages ranking (articles, product pages, comparisons) reveal what Google believes users want. Also look at query modifiers and related searches.
Can one page serve multiple intents?
Sometimes, but it's challenging. If SERP analysis shows mixed intent, you might target with comprehensive content, but typically you're better off creating focused pages for each distinct intent.
Why does understanding intent matter more than keyword volume?
A high-volume keyword with mismatched intent won't convert. A lower-volume keyword with clear intent matching your offering will drive better results. Intent ensures you attract the right visitors.