What is Search Intent?

Search intent is the reason behind a search query - what the person actually wants to find or accomplish.

When someone types "best coffee maker" into Google, they're not looking for a Wikipedia article about coffee makers. They want recommendations. That buying intent is different from someone searching "how does a coffee maker work," who wants an explanation.

Why search intent matters for SEO

Google's entire job is matching queries with results that satisfy the searcher. If your content doesn't match what people want when they search your target keyword, you won't rank - no matter how good the writing is.

Understanding intent helps you:

• Choose the right content format (list, guide, product page)
• Write content that actually answers the question
• Avoid wasting time on content that can't rank

The four types of search intent

Informational

The searcher wants to learn something. They're not looking to buy or take action yet.

Examples:

• "what is SEO"
• "how to write a blog post"
• "why is the sky blue"

Best content: Educational articles, how-to guides, explainers.

Navigational

The searcher wants to go to a specific website or page.

Examples:

• "Gmail login"
• "Spotify"
• "PostGenius pricing"

Best content: Make sure your branded pages are easy to find.

Commercial investigation

The searcher is researching before making a decision. They're comparing options.

Examples:

• "best email marketing tools"
• "Mailchimp vs ConvertKit"
• "iPhone 16 review"

Best content: Comparison posts, reviews, "best of" lists.

Transactional

The searcher wants to complete an action - usually buying something.

Examples:

• "buy running shoes online"
• "Netflix subscription"
• "hire content writer"

Best content: Product pages, pricing pages, signup flows.

How to identify search intent

The simplest method: Google your keyword and look at what's ranking.

If the top 10 results are all how-to guides, the intent is informational. If they're all product pages, the intent is transactional. Google has already figured out what searchers want - learn from it.

Also look at:

• SERP features: A featured snippet suggests informational intent. Shopping results suggest transactional.
• The words used: "How to," "what is," and "guide" signal informational. "Buy," "price," and "near me" signal transactional.

Matching content to intent

Once you know the intent, match your content format.

Don't write a personal essay when people want a step-by-step guide. Don't create a product comparison when people want a definition. Give them what they're looking for.

This sometimes means accepting that your preferred format won't work. You might want to write an opinion piece about email marketing, but if everyone searching "email marketing tips" wants a tactical listicle, write the listicle.

The content that ranks is the content that satisfies intent.