Search Intent refers to what a user actually wants to do when typing a query into a search engine. In SEO, it is critical to answer in a format and depth that matches the intent of the target keyword when creating content.
Four main intent categories:
- Informational: A user who wants to learn about a topic. (“how to”, “what is”) → Blog post, guide.
- Navigational: A user who wants to reach a specific site or brand. (“youtube”, “brand name login”) → Brand page.
- Transactional: A user who wants to complete an action. (“buy”, “download”, “sign up”) → Product page, checkout.
- Commercial Research: A user comparing options before buying. (“best”, “X vs Y”, “reviews”) → Comparison list, review.
The easiest way to understand a keyword’s intent is to type that keyword into Google and review the top 10 results. If the results are mostly blog posts, the intent is informational; if they are mostly product pages, it is transactional.
Tip: If your product page is optimized for an informational keyword, its chances of ranking are low no matter how well it is written. The content format should always match the intent.