Search Intent — Definition
Search intent is the reason behind a search query — what the person actually wants when they type something into Google. There are four main types: info...
What it is
Search intent is the reason behind a search query — what the person actually wants when they type something into Google. There are four main types: informational (learning something), navigational (finding a specific site), commercial (researching before buying), and transactional (ready to buy or book now). Understanding intent is the difference between ranking and converting.
Why it matters
Google's entire job is to match search results to intent. If your page doesn't satisfy the intent behind a keyword, it won't rank — even if you've used the keyword perfectly. You need to write the right content for the right type of searcher, not just target the right words.
The mistake most people make
Creating a sales page for an informational query, or an informational blog post for a transactional query. Someone searching "how does Invisalign work" wants an explanation, not a pricing page. Give them what they're actually looking for, then convert them from there.