SEO

Search Intent

The underlying goal or purpose behind a user's search query, whether they want information, a specific website, a local service, or to make a purchase.

Why It Matters for Your Business

You can rank #1 for a keyword and still get zero leads if your page doesn't match what the searcher actually wants. Search intent is the difference between traffic and conversions.

A Melbourne roofing company that creates a helpful "Signs You Need a New Roof" blog post for informational searches, and a separate "Roof Replacement Services Melbourne FL" page for transactional searches, will outperform a competitor using one generic page for both.

How It Works

Google classifies every search into intent categories and ranks pages accordingly:

How Does It Work?

Let's Breakdown The Process:

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1.Informational Intent
'What is local SEO' or 'how to unclog a drain': the user wants to learn. Best served by blog posts, guides, and glossary pages like this one.
2.Commercial Intent
'Best plumber in Titusville' or 'HVAC company reviews Brevard': the user is researching options before hiring. Best served by comparison content and review-focused pages.
3.Transactional Intent
'Hire electrician Cocoa Beach' or 'roof repair quote': the user is ready to take action. Best served by service pages with clear CTAs and contact info.
4.Local Intent
'Near me' searches or city-specific queries: the user wants a local provider. Best served by optimized GBP listings and location-specific pages.

Tip: Click the circle to mark items done.

Note

The biggest intent mismatch mistake: putting a sales pitch on a page targeting an informational keyword. If someone searches "what does SEO cost," they want pricing information, not a "Contact us for a quote" page. Give them the answer, then offer your services.

Common questions

FAQ

Tap a question to expand.

What are the four types of search intent?

Informational (learning something), navigational (finding a specific site), commercial (researching before buying), and transactional (ready to buy or hire). Local service searches are usually commercial or transactional.

Why does search intent matter for rankings?

Google's algorithm prioritizes pages that match what the searcher actually wants. If someone searches 'AC repair cost' and your page is a sales pitch instead of pricing info, Google will rank a competitor's informational page above yours.

How do I figure out the intent behind a keyword?

Google it. The results Google shows reveal the intent. If the top results are blog posts, the intent is informational. If they're service pages with pricing, the intent is transactional. Match what's already ranking.

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