Definition
Search intent refers to the actual purpose a user has when typing a query into a search engine. Google classifies these intents into four main categories: informational (learning something), navigational (finding a specific site), transactional (making a purchase), and commercial (comparing before buying). Understanding the intent behind each keyword has become a major ranking factor because Google strives to deliver results that exactly match what the user is looking for. A page that is perfectly optimized technically but doesn't match the right intent will never rank on page one. Analyzing the existing SERP is the best method for identifying a keyword's dominant intent.
Key Points
- The 4 intent types: informational, navigational, transactional, and commercial
- Analyze current Google results to identify a keyword's dominant intent
- Content format must match the intent (guide for informational, product page for transactional)
Practical Examples
Informational intent
The query 'what is link building' expresses an informational intent. Google will display definition articles and guides, not sales pages. Creating a service page for this query would be a strategic mistake.
Transactional intent
The query 'buy quality backlinks' reflects a transactional intent. The user is ready to take action. The landing page should be a commercial page with offers and clear calls to action.
Frequently Asked Questions
The most reliable method is to analyze current Google results for that keyword. Observe the type of pages ranking (blog articles, product pages, comparisons), the SERP features displayed (featured snippets, People Also Ask, Google Shopping), and the format of top-ranking content. If Google mostly shows guides, the intent is informational. If it shows sales pages, it's transactional.
It is inadvisable to target multiple intents on a single page as it blurs the signal sent to Google. Each page should address a dominant intent. However, an informational page can contain a discreet call to action to a transactional page, and vice versa. The key is that the primary intent is clearly satisfied.
Go Further with LemmiLink
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Last updated: 2026-02-07