Definition

Search intent is the real need expressed by a user when typing a query. Google made the match between a page and the query’s intent a pillar of its algorithm. Four main intents are usually distinguished:

• Informational: understand or learn (e.g. “what is SEO”)
• Navigational: reach a specific site (e.g. “ipzen login”)
• Commercial: compare before buying (e.g. “best IP management software”)
• Transactional: buy, request a demo, sign up

Why it matters

A page that is technically perfect will not rank if it answers the wrong intent. Conversely, a page that nails the searched intent can perform well even with weaker EEAT signals.

How to identify it

• Analyse the top 10 Google results for the query
• Inspect people also ask blocks and featured snippets
• Spot the dominant format (article, guide, product page, comparison)
• Align the title tag and content with the expected format