GlossaryContent
Search intent
Also called: User intent
Search intent is the goal behind a query, such as learning, comparing, buying or finding a site. Matching it matters more than matching keywords.
Search intent is what the person actually wants when they type a query. It's often grouped as informational (learn something), navigational (find a particular site), commercial (compare options) and transactional (buy or sign up). One keyword can carry more than one intent.
Search engines work hard to match results to intent. If the top results for a query are all how to guides, a product page is unlikely to rank, however well it's written. Matching intent is often the difference between a page that gets impressions and one that gets none.
Practical point: before writing, search the keyword and read the first page of results. Note the format, the depth and what questions are answered. Then decide whether you can serve that intent better. If your page type doesn't match, make a different page. Don't try to cover every intent on one URL.
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