Search intent
Search intent is the goal behind a query, the reason a person typed it into a search engine. Matching that intent is the single biggest factor in whether your page ranks and converts.
Also known as:
User intent, query intent, searcher intent
What is search intent?
Search intent is the underlying goal behind any search: not the words typed, but what the searcher is actually trying to do. The same word can carry different intents depending on context. Someone searching "running shoes" might want to compare brands, read reviews, find a nearby store or buy a specific pair. SEO practitioners typically group queries into four intent types: informational, navigational, commercial and transactional, each requiring a different page format and tone.
Informational query: "how does retargeting work"
Navigational query: "brivvy login"
Commercial query: "best AI writing tools 2026"
Transactional query: "buy Brivvy team plan"
Why does search intent matter?
A page that ranks high but mismatches search intent will bleed traffic and conversions. If a query is informational and you serve a product page, readers bounce. If a query is transactional and you serve a long blog post, readers leave for a competitor. Search intent is the single best filter for deciding what kind of page to write before you start writing.
How do you use search intent?
Search the target query and look at the top 10 results: their format, depth and tone reveal what Google considers the right answer.
Match your content type to the dominant intent, whether that means a tutorial, a comparison, a product page or a quick definition.
Revisit search intent at least once a year, since searcher behavior, SERP features and Google's interpretation of queries all shift over time.
