What is Search Intent?
Search intent (or user intent) is the reason behind a search query. Understanding intent is crucial for creating content that satisfies users and ranks well.
The Four Types of Search Intent
Informational: Seeking knowledge or answers Examples: "how to change a tire," "what is SEO"
Navigational: Looking for a specific website or page Examples: "Facebook login," "Rankwise pricing"
Commercial: Researching before a purchase Examples: "best CRM software," "iPhone vs Samsung review"
Transactional: Ready to take action or buy Examples: "buy Nike Air Max," "Spotify premium signup"
Matching Content to Intent
| Intent | Content Type |
|---|---|
| Informational | Blog posts, guides, tutorials |
| Navigational | Landing pages, product pages |
| Commercial | Comparisons, reviews, lists |
| Transactional | Product pages, pricing, checkout |
Why Intent Matters
Google prioritizes results that match intent. A transactional page won't rank for an informational query, no matter how well optimized.
Intent and GEO
AI assistants interpret intent to provide relevant answers. Content matching the user's intent is more likely to be cited as a helpful resource.
Why this matters
Search Intent influences how search engines and users interpret your pages. When search intent is handled consistently, it reduces ambiguity and improves performance over time.
Common mistakes
- Applying search intent inconsistently across templates
- Ignoring how search intent interacts with canonical or index rules
- Failing to validate search intent after releases
- Over-optimizing search intent without checking intent
- Leaving outdated search intent rules in production
How to check or improve Search Intent (quick checklist)
- Review your current search intent implementation on key templates.
- Validate search intent using Search Console and a crawl.
- Document standards for search intent to keep changes consistent.
- Monitor performance and update search intent as intent shifts.
Examples
Example 1: A site standardizes search intent and sees more stable indexing. Example 2: A team audits search intent and resolves hidden conflicts.
FAQs
What is Search Intent?
Search Intent is a core concept that affects how pages are evaluated.
Why does Search Intent matter?
Because it shapes visibility, relevance, and user expectations.
How do I improve search intent?
Use the checklist and verify changes across templates.
How often should I review search intent?
After major releases and at least quarterly for critical pages.
Related resources
- Guide: /resources/guides/keyword-research-ai-search
- Template: /templates/definitive-guide
- Use case: /use-cases/marketing-agencies
- Glossary:
- /glossary/serp
- /glossary/keyword-research