Search Intent
Quick Definition
Search intent (also called user intent or keyword intent) is the underlying purpose behind a search query. The four main types are informational, navigational, commercial, and transactional intent.
Why It Matters
Search intent is the reason behind a search query -- what the person actually wants to accomplish. Google has become extremely good at matching intent, so if your page does not match the intent behind a keyword, it will not rank no matter how well-optimized it is. Understanding intent is arguably the most important skill in modern SEO.
Real-World Example
The query "iPhone 16 price" has transactional intent -- the person wants to buy. "iPhone 16 vs Samsung S25" has commercial investigation intent -- they are comparing. "How does Face ID work" has informational intent. Each query needs a completely different type of page.
Signal Connection
Relevance -- search intent is the foundation of relevance. A page that perfectly matches user intent ranks higher than a page that merely contains the right keywords but serves the wrong purpose.
Pro Tip
Before creating any page, search your target keyword and look at the top 5 results. Are they blog posts, product pages, tools, or videos? Match that format. If all top results are comparison articles, do not create a product page targeting that keyword.
Common Mistake
Creating a product/sales page for an informational keyword. If someone searches "what is digital marketing," they want to learn, not buy a course. Pushing a sales page for an educational query frustrates users and Google will not rank it.
Test Your Knowledge
Someone searches "best running shoes under 5000 rupees." What type of search intent is this?
Show Answer
Answer: C. Commercial investigation -- they are comparing options before buying
The word "best" combined with a price range indicates the person is comparing options and researching before making a purchase. This is commercial investigation intent. A transactional search would be more direct like "buy Nike Pegasus 41."