You’ve written the blog. You’ve added the keywords. You’ve built some backlinks. But the traffic’s flat, and conversions? Even flatter.
So what’s going wrong?
Chances are, you’re not matching search intent.
If you’ve ever wondered what is search intent and why it matters, you’re in the right place. This one concept separates average content from the stuff that ranks, gets clicked, and actually converts.
Let’s look at it in plain English – and show you how to use it to your advantage.
What Is Search Intent?
Search intent (also called user intent) is the reason behind someone’s Google search.
It’s not just about the words they type. It’s about what they want to find.
Do they want to buy something? Learn something? Compare products? Find a location? Google tries to figure this out with every search – and ranks results that best match that intent.
Why It Matters for SEO
You can rank for a keyword without getting clicks. Or you can get clicks without getting sales. That usually means your content doesn’t match what people were looking for.
When your page matches the searcher’s intent, you:
- Rank higher
- Get more qualified traffic
- Keep people on your site longer
- Increase conversions
Google tracks all of this. If people find what they want on your page, you get rewarded.
The Four Main Types of Search Intent
Understanding the different types of search intent is the first step. Most searches fall into one of these four buckets:
- Informational Intent
They want to know something.
Examples:
- “What is search intent”
- “How to bake sourdough”
- “Best time to visit Spain”
These people are looking for answers, not products. Blogs, guides, tutorials, and FAQs are the most effective formats for this section.
- Navigational Intent
They want a specific website or brand.
Examples:
- “Facebook login”
- “BBC news”
- “Nike running shoes”
They already know where they want to go. You can’t really compete for these unless you are the brand they’re looking for.
- Transactional Intent
They’re ready to buy.
Examples:
- “Buy iPhone 15”
- “Best mattress deals UK”
- “Pizza restaurant near me”
These people want a product or service now. Landing pages, product pages, and eCommerce content win here.
- Commercial Intent
They’re comparing before buying.
Examples:
- “iPhone vs Samsung”
- “Best laptops under £500”
- “Top SEO tools”
Think reviews, comparisons, and list-style content. Help them decide, and they’ll come back to buy.
How to Figure Out Search Intent
Here’s a simple hack, Google the keyword yourself.
Look at the top results. Are they blog posts? Product pages? YouTube videos? What’s the tone? What’s the format?
Google’s top 10 is basically a cheat sheet. It shows you what kind of content people actually want – and what Google believes they expect to see.
Match that, and you’re halfway there.
How to Optimise for Search Intent
Now that you know what the searcher wants, here’s how to give it to them:
- Choose the Right Format
Don’t write a blog post when the top results are all product pages. And don’t try to sell something on a page where people just want answers.
- Answer the Core Question First
Don’t waffle. Put the most important answer right near the top. Give people what they came for – then expand.
- Use Clear Headings
Google scans your headings to understand your content. Use questions as H2s, keep it scannable, and match common searches.
- Include Secondary Intent
Someone searching “what is search intent” might also want to know how to use it. Cover that too. You’ll keep them on the page longer and increase your chances of ranking for more related terms.
A Quick Example
Let’s say your keyword is “best running shoes”.
Search intent: Commercial (they’re comparing).
Your content should be:
- A list of running shoes
- With pros and cons
- Photos and prices
- A buying guide at the end
If instead, you wrote a history of running shoes… you’d miss the mark completely.
It’s The Why
So, what is search intent? It’s the why behind every Google search.
Ignore it, and even the best content will fall flat. But match it — and you’ll climb the rankings, win clicks, and turn more visitors into buyers.
Before you publish anything, ask yourself: What does the person searching this actually want?
That question might be the most powerful SEO tool you’ve got.
