Search Intent
The underlying goal or purpose behind a user's search query.
Search intent, also called user intent or query intent, is the underlying goal a user has when typing a search query into a search engine. Understanding and matching search intent is critical for SEO success because Google prioritizes content that best satisfies what users are looking for.
There are four main types of search intent: Informational (seeking information or answers), Navigational (looking for a specific website or page), Transactional (ready to complete an action like purchasing), and Commercial Investigation (researching products or services before buying).
Matching search intent means creating content that aligns with what searchers want. For example, if someone searches "how to tie a tie," they want step-by-step instructions, not a page selling ties. Google has become sophisticated at understanding intent and prioritizing results that match it.
To optimize for search intent, analyze the current top-ranking pages for your target keywords. Look at what format they use (blog post, product page, video, etc.), what questions they answer, how deep they go, and what SERP features appear. Then create content that matches or exceeds what's currently ranking.