Search Intent (User Intent)

Definition

Search intent (also called user intent or query intent) is the primary goal a user has when typing a query into a search engine. Google classifies search intent into four main categories: Informational (wanting to learn something — 'how to do SEO audit'), Navigational (looking for a specific website — 'Google Search Console login'), Commercial (comparing options before buying — 'best SEO tools 2026'), and Transactional (ready to take action — 'buy Ahrefs subscription'). Matching your content to search intent is one of the most critical ranking factors. If your page provides a product comparison but the query has informational intent, you won't rank well regardless of your domain authority or backlink profile. Always analyze the current SERP for your target keyword to understand what intent Google has determined.