What is Search Intent?
Search intent is the reason someone types a query into Google. It answers one question: what does this person want to accomplish?
When someone searches “best coffee maker,” they want product recommendations. When they search “how to clean coffee maker,” they want instructions. Different searches mean different goals.
Google’s job is matching search results to what people actually want. Your job is creating content that satisfies those wants.
Why Search Intent Matters for Your Business
Search intent determines whether your website gets found. Google ranks pages that best match what searchers want.
Here’s what happens when you ignore search intent:
Your page ranks poorly or not at all. Visitors bounce quickly because they don’t find what they expected. You waste time creating content nobody wants.
Here’s what happens when you match search intent:
Google ranks your page higher. Visitors stay longer and engage more. You attract qualified leads who convert into customers.
The Four Types of Search Intent
1. Informational Intent
People want to learn something or find information.
Examples:
- “how to start a business”
- “what is digital marketing”
- “symptoms of flu”
These searches drive 80% of all queries. People aren’t ready to buy yet. They’re researching and learning.
People want to find a specific website or page.
Examples:
- “Facebook login”
- “Amazon customer service”
- “Nike official site”
These searchers already know where they want to go. They’re using Google as a shortcut.
3. Commercial Intent
People are comparing options before making a decision.
Examples:
- “best accounting software”
- “iPhone vs Samsung”
- “top restaurants near me”
These searchers are close to buying. They want comparisons, reviews, and recommendations.
4. Transactional Intent
People are ready to take action or make a purchase.
Examples:
- “buy running shoes online”
- “pizza delivery near me”
- “sign up for gym membership”
These searchers have their wallets out. They want to complete an action now.
How Search Intent Affects Your Business
Website Traffic
Pages that match search intent rank higher in Google. Higher rankings mean more clicks and visitors.
One business owner rewrote his “accounting services” page to better match commercial intent. His traffic increased 300% in three months.
Conversion Rates
Visitors who find what they expect are more likely to become customers.
Commercial intent searches convert 2-3 times better than informational searches. Transactional searches convert even higher.
Marketing Costs
Understanding intent helps you target the right keywords. You spend less money competing for keywords that don’t convert.
Customer Quality
Different intents attract different types of visitors:
- Informational: Future customers who aren’t ready yet
- Commercial: Qualified prospects comparing options
- Transactional: Ready-to-buy customers
How to Identify Search Intent
Look at the Keywords
Certain words signal specific intents:
Informational words: how, what, why, guide, tips, learn
Commercial words: best, top, vs, compare, review
Transactional words: buy, order, download, sign up, near me
Check Google’s Results
Search your target keyword in Google. Look at the first page results.
If you see mostly blog posts and articles, the intent is informational. If you see product pages and shopping results, the intent is transactional.
Google has already figured out what people want. Follow their lead.
Use the “People Also Ask” Box
Google shows related questions people search for. These reveal additional intent angles you should address.
How to Optimize for Search Intent
Match Your Content Type
For informational intent, create helpful guides and articles. For commercial intent, create comparison pages and buyer guides. For transactional intent, create product pages and landing pages.
Answer the Right Questions
Your content must directly address what searchers want to know.
If someone searches “best CRM software,” they want a list with pros, cons, and recommendations. Don’t give them a history of CRM technology.
Check Your Results
Monitor these metrics:
- Bounce rate: High bounce rates mean content doesn’t match intent
- Time on page: Longer visits mean better intent matching
- Conversion rate: More conversions mean better commercial/transactional matching
Optimize Existing Pages
Review pages that should rank but don’t. They likely have intent mismatches.
One client’s “marketing automation” page ranked poorly because it was too basic. The search intent was commercial, but the content was informational. After rewriting it as a buyer’s guide, it jumped to page one.
Common Search Intent Mistakes
Creating Only Informational Content
Many businesses only publish blog posts and guides. You also need commercial and transactional pages to capture ready-to-buy visitors.
Mixing Multiple Intents
Don’t try to satisfy every intent on one page. Focus on one primary intent per page.
Ignoring Local Intent
Many searches have local intent. “Plumber” really means “plumber near me.” Include location information when relevant.
Not Updating Old Content
Search intent evolves. Keywords that were informational five years ago might be commercial today. Review and update your content regularly.
Taking Action on Search Intent
Start with your most important pages. Check if they match the search intent for your target keywords.
Use these steps:
Search your target keyword in Google. Note what types of pages rank first. Compare those results to your current page. Identify the gaps and mismatches. Rewrite your content to better match the winning intent.
Focus on pages that drive the most traffic or conversions first. Small improvements to high-impact pages deliver big results.
Search intent isn’t complicated, but it’s critical. Match what people want, and Google will reward you with better rankings, more traffic, and higher conversions.
Your customers are searching right now. Make sure they find exactly what they’re looking for on your website.
