Search intent
Search intent is the goal behind a search query — informational, navigational, commercial or transactional — determining what type of content Google shows.
Search intent is arguably the most important SEO concept of the last decade. Ranking a keyword is impossible if your content doesn't match what the searcher really wants. The four standard intents: informational (to know), navigational (to go somewhere), commercial (to compare), transactional (to buy).
Example
Query 'canonical tag': Google shows explainer articles (informational). Query 'canonical tag generator': Google shows tools (transactional). Same term, completely different page requirements.
Frequently asked questions
How do I figure out search intent?
Look at the first 10 Google results: do blog articles, product pages, tools or brand sites dominate? That reveals what type of content you need to rank.
Related terms
Further reading
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