What Does “Intent” Mean in SEO?

In SEO, “intent” (short for search intent) is all about understanding what someone really wants when they type something into Google.

👇 There are 4 main types of search intent:

1 – Informational

The person is looking for information or trying to learn something.

Example:

“What is SEO?”

“How to cook pasta”

2 – Navigational

They’re trying to find a specific website or page.

Example:

“YouTube”

“Facebook login”

3 – Transactional

The person is ready to buy or take action.

Example:

“Buy iPhone 15”

“Book cheap flights to Paris”

4 – Commercial Investigation

They’re thinking about buying, but want to compare options first.

Example:

“Best laptops under £1000”

“Divi vs Elementor review”

Why Is Search Intent Important?

Understanding search intent is one of the most important parts of SEO because it helps you create content that truly matches what people are looking for.

When someone types a query into Google, they have a specific goal in mind—whether it’s finding information, comparing products, or making a purchase. If your website gives them exactly what they need, Google is more likely to show your page higher in the search results.

This not only brings more traffic to your site but also improves the chances that visitors will stay longer, engage with your content, and even convert into customers.

On the other hand, if your content doesn’t match the user’s intent, they’ll likely leave your site quickly—which can hurt your rankings. By focusing on search intent, you’re not just chasing keywords; you’re solving real problems for real people.