What Is Search Intent?

Search intent is the difference between answering the question someone asked and answering the one you wish they had. Get it wrong and no amount of optimisation saves you. Get it right and half the battle is already won.

The short version

Search intent is the underlying goal behind a search query, the reason a person typed it. Matching your content to that intent is one of the strongest factors in whether you rank and whether the visit converts.

The four main types

• Informational, the searcher wants to learn something

• Navigational, they are looking for a specific site or brand

• Commercial, they are researching before a purchase

• Transactional, they are ready to act or buy

Why it beats keyword matching

You can use the exact keyword and still lose if your page answers the wrong intent. A how to guide will not rank for a query where everyone wants a product page. Read the results already ranking, and they will tell you what the engine thinks the intent is.

FAQ

How do I find the intent of a keyword?

Search it and study the top results. Their format, listicle, guide, product page, reveals the intent Google is rewarding.