Search intent — also called user intent — describes the reason behind a person's online search. It reveals what they are trying to find, learn or do when they type a query into a search engine.
There are four main types of search intent: informational, when users want answers; navigational, when they are looking for a specific site; commercial, when they are comparing options; and transactional, when they are ready to buy.
Understanding intent helps marketers match content to the user's goal. For example, informational intent targets users seeking answers, while transactional intent reaches people ready to buy. Optimising for intent ensures your pages satisfy what searchers actually want, improving both rankings and conversions.
Google's algorithms prioritise results that best align with user intent, meaning relevance now matters more than keyword repetition.
Example: Someone searching "best running shoes 2025" shows commercial intent — they're comparing options before buying.
Understanding intent is only the first step — see how our SEO services put that insight into action.