Search intent is the reason behind a Google search. In the simplest terms, it reflects what somebody is really looking for when they type something into a search engine.
For example, if someone searches for “best running shoes”, they’re probably comparing their options. If they search for “buy Nike running shoes size 6”, they are much closer to making a purchase. Same search engine, different intentions.
Understanding that difference is a big part of good SEO (search engine optimisation), which we’ll now dive into further.
The main types of search intent
Search intent is usually split into four main categories.
Informational intent
This is when somebody wants to learn something. Searches such as “what is SEO?” or “how do I fix a leaking tap?” fall into this category.
Navigational intent
This is when somebody is trying to reach a particular website or page. “Facebook login” is a classic example.
Commercial intent
This is when somebody is researching before making a decision. Searches like “best accountant for small business” or “iPhone vs Samsung” suggest someone is weighing up their options.
Transactional intent
Finally, transactional intent is when someone is ready to take action. “Buy garden furniture online” or “book boiler service” are much stronger buying signals.
What’s important to factor in here is that the page you create needs to match the intent behind the search.
If somebody searches for “how does solar power work?” and lands on a page screaming “BUY SOLAR PANELS NOW”, it’s probably a bit early in the relationship. It’s the digital equivalent of proposing marriage before you’ve ordered the first drink.
Why search intent is important for SEO
Google has become much better at understanding meaning, rather than simply matching exact keywords. This means stuffing a page with the same phrase repeatedly isn’t enough (or, frankly, recommended).
Search engines are trying to understand what somebody wants and serve them the type of content most likely to help. The search results themselves can often tell you a lot.
If Google mainly shows guides and articles, the intent is probably informational. If comparison pages dominate, it’s likely commercial. If product or service pages appear, there is usually stronger transactional intent.
This is why keyword research should not just be about search volume. A keyword with thousands of searches is not much use if the people searching it are looking for something completely different to what you offer.
What about AI search?
AI (artificial intelligence) is now making search intent more complex.
People using tools such as ChatGPT, Gemini and Perplexity are often asking longer and more detailed questions. Instead of searching several times, somebody might ask an AI tool to compare three products, explain the differences and recommend the best one.
This means a single prompt can contain informational, commercial and transactional intent all at once.
For businesses, the principle is still the same. You need to understand what your audience wants, then create useful content that answers their questions clearly and naturally.
If you want to understand how your website is performing right now, why not try a full, free website SEO audit*? Alternatively, if you want an ongoing SEO campaign that helps to strengthen your business’ visibility in search engines and AI search, speak to our experts.
- What is search intent? - October 8, 2026
- What should a business website include? - September 30, 2026
- Should businesses still use Facebook? - September 28, 2026
