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What is search intent?

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Quick answer

Search intent is the real goal behind a person's search query — what they actually want to find. Understanding it (informational, navigational, or transactional) helps create content that matches what searchers need, which is key to ranking well. It's the underlying goal behind a search query.

Key things to understand

  1. It's the underlying goal behind a search query.
  2. Common types: informational, navigational, transactional.
  3. Matching intent is central to good SEO.
  4. Content that fits intent ranks and converts better.

People also ask

What is search intent?
The real purpose behind a search — what the person actually hopes to find or do.
What are the types of search intent?
Mainly informational (to learn), navigational (to reach a site), and transactional (to buy or act).
Why does search intent matter for SEO?
Search engines rank pages that best match what users want, so aligning with intent improves rankings.