What does Search Intent mean?

Search intent (also known as user intent) is the goal or purpose behind a person’s search query. It's what they actually want to find when they type something into Google. There are four main types of search intent: informational (looking for answers), navigational (looking for a specific site), transactional (ready to buy), and commercial (researching before buying).

Understanding search intent is critical for creating content that ranks and converts.

Example

“If someone searches ‘best budget laptops 2025,’ their search intent is commercial - they’re comparing products before buying.”

What are ways to use Search Intent in your business?

Before creating content, analyze the keywords you're targeting and align them with the user’s intent. For example, blog posts or guides work well for informational intent, while landing pages or product reviews suit commercial or transactional intent.

Use tools like Google SERPs, Semrush, or Ahrefs to evaluate what type of content is currently ranking for your target keyword - that’s a strong clue to the dominant search intent.

Pro Tip

Matching your content type to search intent is just as important as using the right keywords - Google prioritizes relevance and user satisfaction.