Search Intent
Quick definition
Search intent is the underlying goal behind a search query: what the person is actually trying to find out, do or buy.
Common intent types
A widely used framework groups search intent into four types. Other frameworks exist, and real queries often mix more than one intent.
- Informational: wants to learn something, such as “how does attribution work”.
- Navigational: wants a specific site or page, such as “facebook login”.
- Commercial investigation: comparing options before buying, such as “best project management software”.
- Transactional: ready to act, such as “buy running shoes online”.
How to identify it
- Read the results page: which formats rank, such as guides, product pages, videos or lists.
- Look for wording clues such as “how to”, “best”, “price”, “near me” or “buy”.
- Ask what the searcher would want to do next.
Why it matters
A page that does not match the intent behind a query is unlikely to satisfy visitors or rank well for it, however well optimized. A product page will rarely satisfy an informational query, and a long article is a poor fit for someone who is ready to buy.
Example
For the query “how to tag campaign links”, results are mostly step-by-step guides, so a how-to article fits. For “campaign url builder”, results are mostly tools, so a tool page fits.