Definition
Search intent is the goal behind a search: whether the person wants to learn something, find a specific site, compare options or buy.
Search intent explained
The same topic can carry very different intents. Someone searching “what is payroll software” wants an explanation. Someone searching a brand name followed by “login” wants a particular site. Someone searching “payroll software for restaurants” is comparing options, and someone searching “payroll software pricing” is close to buying.
SEOs usually group intent into four types:
- Informational: learning or solving a problem.
- Navigational: reaching a known brand or page.
- Commercial: researching and comparing before a purchase.
- Transactional: ready to buy, book or sign up.
Matching intent is often the difference between ranking and not ranking. Search engines learn which kinds of pages satisfy a query, so a sales page rarely ranks for an informational question, and a long article rarely ranks for a transactional one. The quickest way to check intent is to look at what currently ranks. Conversion-focused SEO puts most of its effort into commercial and transactional searches, where visitors are most likely to become customers.
Example
Your accounting firm's blog post ranks for “how to file a tax extension” but brings no clients. A new page targeting “small business accountant for tax extensions”, with pricing factors and a booking form, matches commercial intent and starts generating enquiries.
Why it matters
Pages that match intent rank more easily and convert better. Pages that don't can attract the wrong visitors or none at all.
Related service
Conversion SEO
SEO built around high-intent pages and the leads and revenue they bring in, not rankings alone.
Conversion-focused SEO servicesPublished by Vidern, founded and led by Malhar Shah. Updated .
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Related terms
- Keyword researchKeyword research is finding and prioritizing the searches and questions your customers use, so you know which pages to create and improve.
- BOFU content (Bottom-of-Funnel Content)BOFU content (bottom-of-funnel content) targets people close to buying, with pages such as comparisons, pricing, alternatives and use cases.
- SERP (Search Engine Results Page)A SERP (search engine results page) is the page shown after a search, combining organic results, ads and features such as AI Overviews and maps.
- Long-tail keywordA long-tail keyword is a specific, usually longer search query with lower search volume, often showing clearer intent than a broad keyword.