Search Intent
Search intent is what users actually want (learn, compare, buy). Matching intent often matters more than stuffing keywords.
Definition
Search intent is the real goal behind a query: informational learning, comparison, or transactional action. Search engines shape SERPs to match intent (articles, tools, videos, ecommerce), so your content format and structure must align to compete for top rankings.
Why it matters
- Matching intent is prerequisite for ranking #1 — even great content fails if format is wrong
- Increases dwell time and conversion — users who find what they want explore deeper
- Reduces bounce rate — expectations matching content prevents immediate SERP returns
- Saves resources — misaligned content won't rank no matter how much you write
- Plans content matrix — tutorials for Informational, tools for Transactional, each serves its purpose
- AEO core principle — AI assistants also decide citations based on intent match
- Guides CTR optimization — Title/Description must echo what users actually want
How to implement
- Analyze SERP — are top 10 articles/tools/products/videos? That's Google's understood intent
- Classify intent types — Informational (learn), Commercial (compare), Transactional (buy), Navigational (find specific site)
- Match content format — Informational needs guides; Commercial needs comparison tables; Transactional needs product pages or tools
- Front-load answers — summary, steps, examples first (Featured Snippet + AEO friendly)
- Link to next step — from 'what is X' to 'how to do X' to 'X tool'
- Monitor user behavior — high bounce rate may indicate wrong intent interpretation, adjust content
- Regularly reassess — SERPs change, intent may shift over time
Examples
markdown
# Search Intent Classification and Strategy
## 1. Informational
Queries: 'what is canonical URL', 'Core Web Vitals tutorial'
SERP features: Articles, FAQ, How-to
Content type: Tutorials, glossary pages, video guides
## 2. Commercial Investigation
Queries: 'React vs Vue comparison', 'best SEO tools'
SERP features: Comparisons, listicles, reviews
Content type: Product comparison tables, Top 10 lists
## 3. Transactional
Queries: 'meta tags generator', 'free SEO tool'
SERP features: Tools, product pages, purchase pages
Content type: Online tools, product pages
## 4. Navigational
Queries: 'Google Search Console login', 'Ahrefs'
SERP features: Brand homepage, login pages
Content type: Only brand owners can target thesetypescript
// Simplified logic for analyzing SERP intent
interface SERPResult {
url: string;
type: 'article' | 'tool' | 'product' | 'video';
}
function analyzeIntent(serpResults: SERPResult[]): string {
const typeCounts = serpResults.reduce((acc, r) => {
acc[r.type] = (acc[r.type] || 0) + 1;
return acc;
}, {} as Record<string, number>);
const dominant = Object.entries(typeCounts)
.sort((a, b) => b[1] - a[1])[0][0];
const intentMap: Record<string, string> = {
article: 'Informational',
tool: 'Transactional',
product: 'Commercial',
video: 'Informational',
};
return intentMap[dominant] || 'Mixed';
}
// Determine content strategy based on intent
function getContentStrategy(intent: string) {
const strategies = {
Informational: 'Write comprehensive guide with examples',
Commercial: 'Create comparison table or product roundup',
Transactional: 'Build a free tool or product page',
};
return strategies[intent];
}Related
Tutorials
Tools
FAQ
Common questions about this term.