What is Search intent?

Two searches can use similar words but want completely different things. ‘How to bleed a radiator’ wants instructions. ‘Radiator repair near me’ wants someone to come and fix it. That underlying goal is the search intent.

Google works hard to match results to intent. If the top results for a phrase are all how-to guides, a sales page is unlikely to rank there, and the reverse is true too.

People usually group intent into four types: informational (learning), navigational (looking for a specific site), commercial (comparing options) and transactional (ready to buy or book).

Getting intent right means building the right kind of page. A service page should target people ready to book; a helpful guide can catch people earlier and build trust. Mixing them up means pages that rank for nothing or attract visitors who will never call.