Search Intent.
Learn what Search Intent means in modern search and SEO.
The underlying goal or purpose a user has when entering a search query—what they are actually trying to accomplish.
Search intent (also called user intent or query intent) is the 'why' behind a search query—what the person is actually trying to accomplish. Google's algorithms are designed to identify and satisfy intent, which is why content that matches the dominant intent for a keyword consistently outranks technically superior content that mismatches it.
The Four Types of Search Intent
The standard framework identifies four intent types: Informational (seeking knowledge—'what is schema markup'), Navigational (going somewhere specific—'Ahrefs login'), Commercial Investigation (researching before buying—'best SEO tools comparison'), and Transactional (ready to act—'buy SEMrush annual plan'). Some frameworks add a fifth type: Local intent (finding something nearby).
Reading Intent from SERPs
The SERP itself reveals dominant intent. If all top results are blog posts, Google has determined the intent is informational. If product pages dominate, intent is transactional. If comparison sites and reviews dominate, intent is commercial. Creating content in the format and style that already dominates the SERP for a keyword is more important than any other on-page factor.
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