Search intent, often referred to as keyword intent, refers to the underlying reason or goal behind a user’s search query—the “why” that explains what they are hoping to accomplish. Common categories of search intent include informational (seeking answers or knowledge), navigational (looking for a specific website or brand), commercial (researching options before making a decision), and transactional (ready to take action or make a purchase).
Search engines analyze signals such as keywords, context, and user behavior to infer intent and determine which results to display. For digital marketers, understanding search intent is essential when building content strategies and selecting target keywords. Aligning content and landing pages with the correct intent helps improve relevance, rankings, and conversion rates.
