Search intent is the goal behind a query, and matching it is the single biggest factor in whether you rank.
Google has gotten very good at reading intent. If your page type does not match what searchers want, no amount of optimization saves it.
The four intents, with examples
- Informational: "how to clean suede" ➡️ they want to learn.
- Navigational: "your bank login" ➡️ they want a specific page.
- Commercial: "best CRM for agencies" ➡️ they are comparing.
- Transactional: "buy running shoes" ➡️ they are ready to act.
How to read and match it
- Check the SERP. See what page types already rank for the term.
- Match the format. A guide, a comparison, or a product page.
- Give the next step the searcher is actually looking for.
Tip: When rankings stall, intent mismatch is the usual culprit. Check the SERP before rewriting.
Frequently asked questions
What are the four types of search intent?
Informational (learn), navigational (find a specific site), commercial (compare options) and transactional (ready to act).
How do I find a keyword’s intent?
Search it and look at what ranks. Guides mean informational intent; product pages mean transactional. Match the format that already wins.
Why does intent matter more than keywords?
Google ranks pages that satisfy the searcher’s goal. The right keyword on the wrong page type will not rank.