Search intent is the end goal of a search user, the exact type of information a user is looking to receive in search results. It’s called intent because the search goal is not always obvious from the query.

Say, I search for something like gravel bikes. Do I want to learn what they are? Which are the best models? Where can I buy some? My intent is not very clear, so it’s up to Google to interpret my query and decide what kind of content to show me.

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Other times, the intent is very clear. If I’m searching for best gravel bikes under $1000, then it is clear I want to see a selection of bikes, most likely a listicle of specific models. Preferably with purchase links, as it looks like I’m very close to pulling the trigger.

Navigational search intent

Sometimes users just need to get somewhere. Both online and in real life. A user might simply not have a URL saved and googles something like: Twitter, SEO PowerSuite blog. Or they are looking for an address of a real-world place and google McDonald's Seattle.

Informational search intent

The user's intent might be to get information, find something out. It's queries like: get rid of cockroaches, Santiago capital, get rid of cockroach-killing spiders. This is where a user is looking to learn something without an intent to make a purchase afterwards.

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Commercial search intent

Also sometimes called commercial investigation, is when a user is not ready to buy just yet but is specifically mining information about certain niche's services/products. Anything that has X vs Y, such and such compared, or best five-wheeled bikes.

Transactional search intent

That’s when a user is ready to pull the trigger and make that purchase. So searches that have the words buy, price, cheap, and often local searches like bike rental Seattle. People here are looking for a product page, with a straightforward layout, pricing, and a buy button.