What is search intent?
Search intent (also called query intent or user intent) is the underlying goal behind a search query. Google's primary job is matching results to intent, so understanding intent is the foundation of effective SEO.
The four types of search intent
The four main intent categories are: Informational (the user wants to learn something), Navigational (the user wants to reach a specific site or brand), Transactional (the user wants to buy or sign up), and Commercial Investigation (the user is researching before a decision).
Mismatching intent is one of the most common reasons a well-written page fails to rank. A transactional-intent keyword like "buy SEO services" should not be answered with a blog post. An informational keyword like "what is keyword difficulty" should not be a product page.
Example
Example
"SEO agency pricing" shows commercial investigation intent — users want to compare costs before committing. Creating a transparent pricing page for this query aligns with that intent.
Frequently asked questions
What are the four types of search intent?
Informational (learn something), navigational (reach a specific site), transactional (buy or sign up), and commercial investigation (compare options before deciding). Each demands a different page format.
How do I identify the intent behind a keyword?
Read the live SERP. If Google ranks guides, the intent is informational; if it ranks category or product pages, it is transactional. The current results are Google’s verdict on what searchers want.