Glossary
Search Intent
The underlying goal or purpose behind a user's search query.
Definition
Search intent refers to the primary goal a user has when typing a query into a search engine. Search intent is typically categorized into four types: informational (seeking information), navigational (looking for a specific site), transactional (ready to buy or take action), and commercial investigation (researching before buying).
Why It Matters
Matching your content to search intent is arguably the single most important SEO factor. A page may include the exact keyword but rank poorly because it doesn't satisfy the intent. Understanding and matching search intent ensures your content answers what users actually want.
Examples
Informational'what is a meta description' — user wants an explanation
Navigational'Google Search Console login' — user wants a specific website
Transactional'buy SEO tool subscription' — user wants to purchase
Commercial investigation'best keyword research tools 2024' — user is comparing options
Common Mistakes
Creating content that doesn't match the intent of the target keyword.
Targeting transactional keywords with informational content, or vice versa.
Ignoring SERP analysis.
Assuming all informational queries should become blog posts.