Search Intent

Why It Matters

Google prioritizes content that matches search intent. Pages that satisfy user intent rank higher, have lower bounce rates, and drive more conversions. Mismatched intent is the #1 reason well-optimized content fails to rank - you might be optimizing for keywords but missing what users actually want.

How It Works

Search intent falls into four main categories: Informational (seeking knowledge), Navigational (finding a specific site), Transactional (ready to buy), and Commercial Investigation (researching before purchase). Search engines analyze query patterns, click behavior, and content engagement to determine which results best match intent, then rank accordingly.

Use Cases

• Query 'running shoes' shows product pages (transactional intent), but 'how to choose running shoes' shows guides (informational intent)
• Searching 'Nike' shows Nike.com first (navigational intent), not articles about Nike
• Query 'best CRM software' shows comparison articles (commercial investigation), not just product pages

Best Practices

• Analyze current top 10 results to understand what type of content Google thinks matches intent
• Match content format to intent: guides for informational, product pages for transactional, comparisons for commercial
• Use query modifiers to identify intent: 'how to' = informational, 'buy' = transactional, 'best' = commercial investigation
• Create different content types for the same keyword at different intent stages
• Monitor bounce rate and time on page - high bounce rates often signal intent mismatch
• Update existing content if you notice rankings dropping due to changing search intent