Search intent is what a person is really trying to do when they type a query. Two searches can share most of their words and want completely different things: "how to fix a leaking tap" wants instructions, while "emergency plumber" wants someone to call right now. Google tries to show the kind of page that fulfils the goal, so matching intent is often what separates page one from page five.
The four usual types
- Informational: the searcher wants to learn something. "What is a pergola", "how long does paint take to dry".
- Navigational: they want a particular site or page. "Instagram login", "Tesco opening hours".
- Commercial investigation: they are comparing before deciding. "Best accounting software for freelancers", "Squarespace vs Wix".
- Transactional: they are ready to act. "Book MOT Swindon", "buy oak dining table".
Many queries mix these. The most reliable way to read intent is simply to search the phrase and study the results page: if the top ten are all how-to articles, Google has concluded people want explanations, and a sales page is unlikely to break in.
Reading intent for a wedding photographer
A photographer wants to rank for "wedding photography prices". Searching it shows guide-style articles explaining typical costs and what affects them, not booking pages. So instead of a bare price list, the photographer writes a page explaining what drives the price: hours of coverage, second shooter, albums, travel. Then it shows their own packages near the end. The page serves the comparing visitor first and still leads to an enquiry. For "book wedding photographer Cotswolds", by contrast, a focused landing page with availability and a contact form fits better.
Why owners should care
Intent explains a frustration many owners have: a well-written page that never ranks. Often it is the wrong type of page for the query. Checking intent before writing is free, takes minutes, and should come before any work on titles or links. It also guides what goes on the page once visitors arrive, which affects enquiries as much as rankings.
Intent mismatches to avoid
- Selling to people who are still learning. A "buy now" page for a question-type query rarely ranks or converts.
- Burying the answer. Informational visitors leave if the answer sits beneath five paragraphs of company history.
- Assuming intent from the keyword alone. Results change over time; recheck the results page for important terms.
- One page for every intent. A page trying to teach, compare and sell at once usually does none well.
Related terms
- Keyword research: where intent should be judged for each phrase.
- SERP: the page that reveals what Google thinks the intent is.
- Long-tail keywords: specific phrases with usually obvious intent.
- Landing page: the right format for many transactional searches.