The underlying goal behind a search query, which content must satisfy to rank.
Search intent (or user intent) is what a person is actually trying to accomplish when they type a query. Matching intent is the single most important content decision in SEO: if your page format does not match what searchers want, it will not rank well no matter how strong the rest of the optimisation is.
Intent is usually grouped into four types: informational (learn something), navigational (find a specific site), commercial (research before buying), and transactional (buy or act now). The live SERP is the clearest evidence of what Google has judged the dominant intent to be.
Each type calls for a different page format and call to action.
Targeting a keyword with the wrong page type, for example putting a hard-sell product page against a query whose SERP is full of how-to guides. Always check the current results and build the format Google is already rewarding.
Common questions
Straight answers on how this fits your marketing and build.
Search it and study the top results. The dominant page type, whether guides, comparisons or product pages, tells you what Google has decided satisfies the query. Match that format to compete.
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