What is Search Intent (and How to Match It)
What is Search Intent (and How to Match It)
Search intent is the reason behind a query. The four types are informational (looking to learn), navigational (looking for a specific site), commercial (researching before buying), and transactional (ready to act). Match intent by reading the current SERP — the page types Google ranks reveal the intent it has assigned. Optimising for the wrong intent is the single most common reason well-written pages fail to rank.
Informational, navigational, commercial, transactional: the four intent types and how to identify each — LemRank.
Frequently asked questions
How many search intent categories are there?
The consensus four are informational, navigational, commercial, and transactional. Some frameworks split commercial and transactional into more granular tiers.
How do I identify search intent for a keyword?
Read the current SERP. The page types Google ranks reveal the intent it has assigned to the query.
Can a keyword have multiple intents?
Yes. "Best CRM" is commercial with transactional overlap. When intents diverge substantially, split across separate pages.
Why doesn't my page rank even though it's well-written?
Most often intent mismatch. If Google ranks product pages for the query and you wrote a blog post, quality doesn't save you.
Does intent change over time?
Yes. Google refines intent assignments regularly. Re-verify SERP composition every 3–6 months for important keywords.