SEO, AEO & GEO
What is Search Intent?
Search Intent is the underlying goal behind a user’s search query — whether they want information, are comparing options, or are ready to buy — which determines what kind of content should rank for that query.
Who Is It For?
Understanding search intent is core to how SEO and content teams plan what to write and how to structure it.
How Is It Used?
It’s used to match content format and depth to what a searcher actually wants, since ranking well requires satisfying intent, not just matching keywords.
- Analyze existing top-ranking results to infer intent for a target keyword
- Match content format to intent — a guide for informational queries, a comparison page for evaluation queries
- Avoid writing BOFU-style sales content for clearly informational, early-stage queries
- Revisit intent periodically, since it can shift as a market or category matures
Related Terms & Concepts
Frequently Asked Questions
What are the main types of search intent?
Informational (learning something), navigational (finding a specific site), commercial investigation (comparing options), and transactional (ready to buy or sign up).
How do you determine the search intent behind a keyword?
The clearest signal is analyzing what already ranks for that query — if top results are guides, intent is informational; if they’re product or comparison pages, intent is more transactional.
