Search Intent

Search intent (also called user intent or query intent) refers to the reason behind a search query. Understanding search intent is fundamental to modern SEO because Google's primary goal is to deliver results that satisfy the searcher's intent. Pages that align with the dominant intent for a query have the best chance of ranking, regardless of other optimization factors.

Search intent is generally categorized into four types. Informational intent covers queries where the user wants to learn something ("what is SEO," "how does Google ranking work"). Navigational intent is when the user wants to reach a specific website or page ("Google Search Console login," "AIO Copilot pricing"). Commercial investigation intent involves queries where the user is researching before a purchase ("best SEO tools comparison," "Semrush vs Ahrefs"). Transactional intent captures queries with clear purchase or action intent ("buy SEO audit," "hire SEO consultant").

Matching content to search intent requires analyzing the search results that currently rank for your target keyword. The types of content, formats, and angles that dominate the results reveal what Google has determined satisfies that query's intent. If the top results are all how-to guides, creating a product page for that keyword will struggle to rank. Effective SEO strategy involves mapping every target keyword to its dominant intent and creating content that matches or exceeds what currently ranks.