Search intent
Short definition
Search intent is what a person actually wants when they type a phrase: information, a comparison, a specific brand, or a purchase.
Search engines do not treat every person typing the same phrase as wanting the same thing. Someone searching 'flooring' may be researching, while someone searching 'flooring quote' is close to buying. Intent is usually grouped into four rough categories: informational, comparison, navigational and transactional.
A page can use the right keyword and still rank poorly if it serves the wrong intent. Show a product page to someone who wanted an explanation, and they bounce straight back, which tells the search engine the page was not the right answer.
The most practical way to read a search's intent is not to guess but to look at whichever pages already rank at the top for that phrase; if most are product pages, intent probably leans towards buying, and if most are guides or articles, it leans towards research. Search intent is often confused with the keyword itself, yet the same phrase can shift towards a different intent over time.
Why it matters
Content has to be written for intent, not just for a keyword. A page that ignores what the searcher actually wants will not convert traffic into sales, however high the search volume looks.
Illustrative example
An event equipment rental business noticed that 'marquee hire' searches were mostly about comparing prices, so it added a clear price range and an enquiry form straight to that page.
