Search intent, also called user intent, is the goal behind a search. Someone typing “running shoes” may want to browse, compare or learn, and Google tries to guess which. Matching intent is the foundation of on-page SEO: a perfectly optimised page will not rank if it offers the wrong type of answer.
The four main types of intent
Informational
The searcher wants to learn something. “What is crawl budget”, “how to descale a kettle”. Results show guides, definitions and videos.
Navigational
The searcher wants a specific site or page. “Gmail login”, “SEOTT encyclopedia”. You can only rank for your own brand’s navigational queries.
Commercial investigation
The searcher is weighing options before buying. “Best CRM for small business”, “Ahrefs vs Semrush”. Results show comparisons, reviews and lists.
Transactional
The searcher is ready to act. “Buy trail running shoes”, “plumber near me”. Results show product pages, category pages and local listings.
How to identify intent
The fastest method is to search the keyword and study page one:
- Content type: blog posts, product pages, category pages, tools or videos?
- Content format: how-to, list, comparison, review or definition?
- Angle: beginner, cheap, quick, this year, UK-specific?
- SERP features: a map pack signals local intent; shopping ads signal commercial intent; People Also Ask signals informational interest.
Google has already tested millions of clicks to decide what works, so the results page is the best guide you have.
Mixed intent
Some queries split. “Garden shed” shows shops, buying guides and images. You can target mixed queries with a page that serves the dominant intent and nods to the others, such as a category page with a short buying guide below the products.
Intent and the buyer journey
Map intent to the funnel: informational content builds awareness, commercial content wins consideration, transactional pages convert. A good keyword research plan covers all three, and internal links guide readers from one stage to the next.
Intent shifts over time
Intent changes with seasons and news. “Bitcoin” leans news-heavy during price swings; “turkey” turns into recipes in December. Re-check the results for your main terms every few months.
Fixing an intent mismatch
If a page ranks on page two despite strong links and content, compare its format with page one. Turning a sales page into a guide, or a long guide into a comparison table, often unlocks rankings. Grouping keywords by shared intent also prevents keyword cannibalisation.
Frequently asked questions
Can one page target several intents?
Usually one primary intent per page works best.
Do AI answers change intent?
They absorb many simple informational queries, so detailed, experience-led content matters more. See AI Overviews.
Related terms
See long-tail keywords, SEO content writing and the SEO encyclopedia.
Mr. SEO
Mr. SEO is the webmaster at SEO TT - SEO tips and tricks, a publication about all things SEO related.