Search intent is the reason behind a search. Google ranks pages that best satisfy that reason. A great page of the wrong type will struggle to rank.
The four main types
| Intent | Example | Best page type |
|---|---|---|
| Informational | how to remove termites | Guide or blog post |
| Commercial research | best water purifier for hard water | Comparison or buying guide |
| Transactional | buy RO purifier online | Product or category page |
| Local / navigational | pest control near me, brand name | Google profile, service or location page |
How to check intent
Search the keyword and look at what ranks. If the top results are guides, Google thinks people want information. If they are product pages, people want to buy.
Match the format
- Lists, step-by-step guides, comparisons, tools or videos.
- Look at the “People also ask” questions and answer them.
Connect intents
An informational blog post can link to your service page for readers ready to act. That is how content brings customers.
Example
For “AC gas refill cost”, a service page with clear prices and an FAQ works better than a generic homepage.
Find questions with our question keyword generator and preview titles with our search preview.
Want the full picture? This article is part of SEO: the complete guide, our in-depth guide with everything in one place.
