search intent
The underlying goal behind a search query, such as learning, comparing, buying or finding a specific site.
Definition
Search intent describes what a person wants when they type a query. Common types are informational, navigational, commercial investigation and transactional. Search engines try to show results that match intent, so a page that does not fit it struggles to rank even if it contains the right words. Understanding intent guides the format and depth of content: a guide for learning queries, a comparison table for evaluation, a product page for buying. Check intent by reading the current top results and noting which formats appear, since search engines reveal what they think users want.
In a sentence
The page ranked poorly because it sold a product when searchers wanted an explanation.
Reviewing the top results showed what intent searchers had.
