- Category
- Search and keywords
- Level
- Beginner
- Also called
- User intent
- Four types
- Informational, navigational, commercial, transactional
- Best evidence
- The pages already ranking
- Check it free
- On-Page SEO Checker
What is search intent?
Two searches can share words and want different things. "Running shoes" suggests shopping; "how to choose running shoes" wants a guide. Search intent is what the searcher is trying to do. Search engines reward pages that match it.
The four common types:
- Informational: learn or understand ("what is AEO").
- Navigational: reach a specific site ("thryv studio login").
- Commercial: compare before deciding ("best SEO agency for startups").
- Transactional: act now ("book SEO audit").
How to identify it
Search the keyword and look at what ranks. If the top results are guides, a product page will struggle; if they're product pages, a blog post will.
Best practices
- Decide the intent before writing, from the live SERP.
- Match the format as well as the topic: list, guide, comparison, tool or product page.
- Serve mixed intent with a page that answers the question and offers the next step.