Search Intent
Definition
The reason behind a Google search – what the person actually wants to find. Understanding intent is crucial for creating content that ranks and converts.
What is Search Intent?
Search intent (or user intent) is the purpose behind a search query. When someone types something into Google, they have a specific goal – and Google tries to show results that match that goal.
The Four Types of Search Intent
Informational
The searcher wants to learn something.
- "How to fix a leaking tap"
- "What is SEO"
- "Best time to post on Instagram"
Navigational
The searcher wants to find a specific website.
- "Facebook login"
- "BBC weather"
- "Pink Frog Studio"
Commercial
The searcher is researching before buying.
- "Best web designers in Exeter"
- "iPhone vs Samsung comparison"
- "Shopify reviews"
Transactional
The searcher is ready to buy or take action.
- "Buy Nike Air Max size 10"
- "Book electrician Exeter"
- "Download WordPress"
Why Search Intent Matters
Google is very good at understanding intent. If your content doesn't match what searchers want, you won't rank – no matter how good your SEO is.
Matching Intent
Before creating content, search your target keyword and look at what ranks:
- All blog posts? Google sees it as informational
- Product pages? It's transactional
- Comparison articles? It's commercial
Create the type of content Google is already showing for that search.