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Search Intent

FigureThe Four Pillars of Search Intent

What is Search Intent?

Search intent (also called user intent or query intent) is the primary goal a user has when typing a query into a search engine. Understanding intent is fundamental to modern SEO because Google's primary mission is to satisfy user intent with the most relevant results.

In simple terms, search intent answers the question: "What does this person actually want when they search for this?"

Why Intent Trumps Keywords

In modern SEO, matching intent is more important than matching keywords. Google has become sophisticated enough to understand what users really want, not just the words they type.

If a user searches for "best chocolate cake recipe," they want a blog post with a recipe and instructions. If you try to rank a product page selling a chocolate cake, you will fail, even if your on-page SEO is perfect. Google knows the user is not looking to buy; they are looking to bake.

This is why analyzing the current top-ranking results for any keyword is essential. The pages that rank show you what type of content Google believes satisfies that intent.

The Four Types of Search Intent

1. Informational Intent

The user wants to learn something or find an answer to a question. This is the most common type of search intent, accounting for the majority of all searches.

Example queries:

  • "what is machine learning"
  • "how to tie a tie"
  • "history of the Roman Empire"
  • "symptoms of flu"
  • "why is the sky blue"

Best content types:

  • Blog posts and articles
  • How-to guides and tutorials
  • Educational videos
  • Wikipedia-style explanations
  • FAQ pages

Informational content builds authority and drives top-of-funnel traffic. While these users are not ready to buy, they may remember your brand when they are.

2. Navigational Intent

The user wants to find a specific website or page. They already know where they want to go and are using Google as a navigation shortcut.

Example queries:

  • "twitter login"
  • "amazon prime"
  • "spotify web player"
  • "apple support"
  • "youtube"

Best content types:

  • Homepage
  • Login pages
  • Branded landing pages
  • Official company pages

Navigational searches are difficult to capture unless you are the brand being searched. Focus on ensuring your branded terms rank for your own pages.

3. Commercial Investigation Intent

The user is researching before making a purchase decision. They are comparing options, reading reviews, and evaluating alternatives. This is the "consideration" phase of the buyer journey.

Example queries:

  • "best laptops 2024"
  • "mailchimp vs convertkit"
  • "iphone 15 review"
  • "top running shoes for beginners"
  • "is shopify worth it"

Best content types:

  • Comparison articles
  • Product reviews
  • "Best of" lists
  • Buying guides
  • Case studies

Commercial intent keywords are valuable because these users are close to purchasing but still open to influence. Ranking here allows you to guide their decision.

4. Transactional Intent

The user is ready to take action, usually to buy something. They have already done their research and know what they want.

Example queries:

  • "buy running shoes"
  • "cheap web hosting"
  • "sign up for netflix"
  • "macbook pro 16 price"
  • "order pizza near me"

Best content types:

  • Product pages
  • Pricing pages
  • Checkout pages
  • Service landing pages
  • Sign-up forms

Transactional keywords have the highest conversion potential. Users are ready to act, so your page needs to make the transaction as frictionless as possible.

How to Identify Search Intent

Analyze the SERP

The most reliable way to determine intent is to Google the keyword and analyze what ranks. If the top 10 results are all blog posts, Google has determined the intent is informational. If they are all product pages, the intent is transactional.

Look at:

  • Content type (blog, product page, video, tool)
  • Content format (listicle, guide, comparison, review)
  • Content angle (beginner, advanced, cheap, fast)

Look for Intent Modifiers

Certain words in queries signal specific intent:

  • Informational: "what," "how," "why," "guide," "tutorial," "examples"
  • Commercial: "best," "top," "review," "comparison," "vs," "alternative"
  • Transactional: "buy," "cheap," "discount," "order," "price," "near me"
  • Navigational: Brand names, "login," "website," "official"

Consider the User Journey

Where is the user in their journey? Someone searching "what is CRM software" is just learning. Someone searching "salesforce pricing" is ready to evaluate a specific option.

Intent Mismatch: The Silent Ranking Killer

Creating content that mismatches intent is one of the biggest SEO mistakes. No amount of backlinks or on-page optimization will help a product page rank for an informational query.

Signs of intent mismatch:

  • High rankings but low click-through rates
  • High bounce rates despite relevant content
  • Rankings that fluctuate wildly
  • Difficulty ranking despite strong domain authority

Satisfying Intent Completely

Ranking requires not just matching intent but fully satisfying it. If users search "how to make coffee" and your article only covers one method, you may lose to a competitor who covers five methods.

Consider:

  • What questions will users have after reading your content?
  • What related topics should you cover?
  • What format best serves this intent (video, text, interactive tool)?
  • How comprehensive do top-ranking pages go?

Intent Can Be Mixed

Some queries have multiple valid intents. "Coffee" could be informational (what is coffee), navigational (coffee shop brand), or transactional (buy coffee beans). Google often shows mixed results for these queries.

For ambiguous queries, consider creating multiple pieces of content targeting different intents, each optimized for its specific purpose.