Search intent (also known as user intent) refers to the reason behind a user’s online search. It’s the “why” that motivates someone to type a specific phrase into Google—whether they’re looking to learn something, find a specific website, make a purchase, or compare options.
Why it matters: Understanding search intent helps you create content that actually meets your audience’s needs—and ranks better because of it. Google prioritizes results that align with the user’s true goal, not just the exact words they typed in.
When your content matches the intent behind the search, it feels like opening the right door in a well-designed home. Everything flows, and the user stays longer (which Google notices!).
Types of Search Intent:
- Informational: The user wants to learn something.
→ Example: “What is brand strategy?” - Navigational: They’re looking for a specific site or page.
→ Example: “Ivingo Creative blog” - Transactional: They’re ready to buy, book, or take action.
→ Example: “Brand photographer in Maryland” - Comparative/Commercial: They’re researching options before committing.
→ Example: “Showit vs. WordPress for creatives”
