Search Intent
The purpose behind a search query—informational, navigational, commercial, or transactional.
The purpose behind a search query—informational, navigational, commercial, or transactional.
Why It Matters
Google ranks pages that match search intent—period. A brilliant product page won't rank for 'how to choose running shoes' (informational intent) and a helpful guide won't rank for 'buy Nike Air Max' (transactional). Understanding intent determines what content type to create.
Practical Example
Scenario
A mattress brand analyzes intent for 'best mattress' vs 'buy queen mattress' vs 'mattress sizes explained.'
Calculation
'Best mattress' (commercial): comparison content ranks. 'Buy queen mattress' (transactional): product/category pages rank. 'Mattress sizes' (informational): guides rank.Result
By matching content type to intent, they achieve page 1 rankings across the funnel—guides for awareness, comparisons for consideration, products for purchase.
Pro Tips
- 1Google the keyword and see what ranks—that's Google's interpretation of intent
- 2Commercial keywords ('best,' 'review,' 'vs') need comparison or guide content
- 3Transactional keywords ('buy,' 'cheap,' 'near me') need product/category pages
- 4Create content for each stage of intent, not just transactional