Search Intent
The underlying goal or purpose behind a user's search query, determining what type of content will satisfy their needs.
Definition
Search intent (or user intent) categorizes what users actually want when they type a query. The four main types are informational (seeking knowledge), navigational (finding a specific site), transactional (ready to buy), and commercial investigation (comparing options).
Understanding intent is crucial for content strategy. A page optimized for the wrong intent won't rank, regardless of keyword targeting—search engines prioritize results that match what users actually want.
Why It Matters
Search engines have become remarkably good at identifying intent, and mismatched content simply won't rank. Creating great content for the wrong intent is wasted effort—your comprehensive guide won't rank for a transactional query, and your product page won't rank for informational searches.
Aligning content with intent improves every marketing metric: higher rankings, better click-through rates, longer engagement, and more conversions. It ensures you're attracting people at the right stage of their journey.
Examples in Practice
A software company realizes their product pages rank poorly for "best CRM software" because the intent is commercial investigation—users want comparisons, not sales pages. They create a comparison guide that ranks #1 and drives qualified traffic to their product.
An e-commerce site discovers "running shoes" has different intent than "buy running shoes Nike Air Max size 10"—they create content for both: educational guides for the former, optimized product pages for the latter.
A local service business optimizes for "emergency plumber near me" (transactional) with a landing page featuring phone number and response time, rather than an article about plumbing tips.