Search intent is the reason behind a search, what the person actually wants when they type it.
The same words can hide different goals. "Running shoes" could mean learn, compare, or buy. Google ranks the pages that match the intent, not just the keyword.
Think of it this way: The "why" behind the search. Match it, or you will not rank.
The four types
- Informational. They want to learn ("how to clean running shoes").
- Navigational. They want a specific site ("Nike store").
- Commercial. They are comparing options ("best running shoes").
- Transactional. They are ready to buy ("buy running shoes online").
Why it counts
- Wrong intent, no rank. A sales page will not win an informational query.
- Shapes the page. Intent decides whether you need a guide or a product page.
- Buyer intent converts. Commercial and transactional terms drive revenue.
Frequently asked questions
How do I find the search intent of a keyword?
Search the term and look at what already ranks. If the results are guides, the intent is informational; if they are product pages, it is transactional.
Why does search intent matter for ranking?
Google ranks pages that match what the searcher wants. A sales page will not rank for a "how to" query no matter how well optimised it is.
Can one keyword have more than one intent?
Yes. Ambiguous terms can mix intents, and the SERP often shows a blend. Cover the dominant intent first, then address the others.