Search intent explained

In one line

Search intent is the goal behind a query; the four types are informational, navigational, commercial and transactional, and matching your page to the right one is the biggest ranking lever.

The four types

  • Informational: “how to…”, learning something
  • Navigational: going to a specific site or page
  • Commercial: researching before buying (“best…”)
  • Transactional: ready to act (“buy…”, “sign up”)

How to use it

Search your target keyword and study the results, the dominant format reveals the intent Google expects. Match it: a guide for informational, a product page for transactional. The wrong format won't rank no matter how optimised.

Frequently asked

How do I find a keyword's intent?

Look at what currently ranks. If it's mostly guides, the intent is informational; if product pages, it's transactional.

Why does intent beat keywords?

Google ranks pages that satisfy the searcher's goal, the right content type for the intent matters more than keyword density.

Put this into practice

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Related

What is search intent?
The real goal behind a query, and why matching it beats keyword-matching.
Keywords that pay
How to find keywords worth targeting, demand, intent and winnability.