What is Search Intent?
Search intent refers to the reason behind a user’s search query, what they are really trying to achieve when they type something into a search engine. It’s also known as user intent and is a critical concept in SEO and content strategy.
There are four main types of search intent:
- Informational: the user is looking for knowledge (i.e. “how to start a blog”)
- Navigational: the user is trying to reach a specific site (i.e. “Facebook login”)
- Transactional: the user wants to take an action, such as buying something (i.e. “buy office chair online”)
- Commercial Investigation: the user is researching products or services before making a decision (i.e. “best project management software”)
Why Search Intent Matters
Matching your content to the user’s search intent is essential for ranking well and providing value. Even if your page includes the right keywords, it may not perform well in search if it doesn’t meet the intent behind the query.
For example, if someone searches “how to improve SEO,” they are likely looking for an in-depth guide, not a sales page. On the other hand, someone searching “SEO agency near me” likely has transactional intent and is looking to hire a service.
Understanding intent helps you:
- Create more relevant content
- Improve engagement and conversions
- Target the right keywords for each stage of the customer journey
Example in Use
You want to rank for the keyword “email marketing tools.” If you understand that most users searching this term are in the research phase, you might create a comparison article or review guide, rather than a product page. This better matches the intent and increases your chances of ranking and converting.
Search engines like Google use various signals, such as click-through rates, bounce rates, and content structure, to assess whether a page matches intent.