Search intent

Meaning

Search intent is the goal behind a search query, such as learning, comparing options, finding a particular site or completing a purchase. Common types are informational, navigational, commercial investigation, transactional and local, and real queries can mix them. The most reliable way to read intent is to search the phrase and study the results: page types, formats, depth and audience level. A sales page will rarely satisfy someone who wants a definition. Matching intent matters more than matching exact words. See also: Keyword, SERP, and the guide Content and Search Intent: Writing Pages People Need.