Search Intent
The reason behind a search query — what the user actually wants to accomplish.
Search intent is what someone is actually trying to do when they search — learn something, find a specific site, compare options, or buy. It decides which page type can rank: a query the results answer with product pages will not be won with a blog post, however good the post is. The current results are the evidence.
Definition
Search intent (also called user intent or query intent) is the purpose behind a search query. Google classifies intent into four types:
- Informational — learning something ("what is SEO")
- Navigational — finding a specific site ("SlapMyWeb login")
- Commercial — comparing before buying ("best SEO tools 2026")
- Transactional — ready to act ("buy Ahrefs subscription")
Why It Matters
Google's #1 ranking factor is satisfying search intent. If someone searches "how to fix CLS" and your page tries to sell them a tool instead of explaining CLS fixes, you will never rank — regardless of how many backlinks you have.
Example
The query "core web vitals" has informational intent — Google shows definitions and guides. But "core web vitals checker" has tool/transactional intent — Google shows tools. Same topic, completely different content needed.
Related Terms
Know the term.
Check your own site.
A free audit tells you whether this is currently costing you score points — and exactly what to change.
Run a free audit