Search Intent
Search intent is the goal a person has when they type a query into a search engine, such as learning something, finding a specific site, comparing options or buying.
Also called: user intent, keyword intent
Why it matters
Search engines try to show the type of page that best serves the goal behind a query. A page that matches the words but not the intent rarely ranks for long. Content teams therefore look at what already ranks for a query, such as guides, product pages or comparison lists, before deciding what kind of page to build.
Intent is usually grouped into four types. Informational searches want to learn. Navigational searches want a specific site. Commercial searches compare options before a decision. Transactional searches are ready to act, such as signing up or buying. B2B teams often map these types to funnel stages and plan content for each.
Example
A company selling expense software wants to rank for expense policy template. The top results are all downloadable templates, not product pages. Instead of pushing its product page, it publishes a free template with a short guide, then links from the template to a page about automating policy checks.
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