Search intent
Search intent is the goal behind a search query: what the person typing it wants to know, do or find. Matching it means giving the type of page the searcher expects, such as a guide, a product page or a local listing, rather than simply repeating the words of the query.
What types of search intent are there?
SEO tools usually sort queries into four groups: informational, navigational, commercial and transactional. Google's search quality rater guidelines use their own labels. Know queries seek information on a topic, and Know Simple queries need a short, correct answer that fits in one or two sentences. Do queries aim to accomplish something, such as buying or downloading. Website queries look for a specific site or page, and Visit-in-Person queries look for nearby places.
The guidelines say the line between Know and Do is sometimes blurry, and that many queries fit more than one category.
Why intent matters more than the keyword
Raters are asked to judge results against a query's dominant interpretation, meaning what most users mean, as well as its common and minor interpretations. A page can match every word of a query and still fail because it answers the wrong one.
Intent also moves. The guidelines use the query iphone as an example: in 2007 searchers wanted the first model, most now want the latest one, and the dominant interpretation will change again as new models come out.
How to check the intent of a query
The results page is the best evidence of what Google thinks searchers want.
- Note which page types rank: guides, category pages, product pages, tools or local results
- Look at the features shown, such as a map pack, shopping results or an AI Overview
- Read the People Also Ask questions for follow-up needs
- Recheck priority queries every few months, because results change
Example
The query 'best running shoes for flat feet' returns comparison guides, so a single product page is unlikely to rank for it. 'Buy Brooks Adrenaline size 10' returns retailer product pages, so a guide is the wrong format there. The words overlap, but one searcher is researching and the other is ready to buy.
Related terms
Further reading
- Query Intent Shift: What to Do When Google Changes What Your Keyword Means
- How to Write Content for SEO That Converts and Ranks
Our Organic Search service puts this into practice for brands in the UK and US.
