On-Page SEO
Search Intent Basics
Search intent explains what a searcher is trying to accomplish and shapes the content, format, and depth a page needs.
Search intent is the reason behind a query. It is the difference between someone who wants a definition, a checklist, a vendor, a comparison, or a step-by-step process.
Common intent patterns
- Informational: the searcher wants to learn.
- Commercial: the searcher is comparing options.
- Transactional: the searcher wants to act.
- Local: the searcher wants a nearby business or service.
- Diagnostic: the searcher wants to understand a problem.
Why intent changes the page
A page targeting a diagnostic query should help readers identify causes and next steps. A page targeting a commercial query should make tradeoffs easy to compare.
When content misses intent, stronger title tags and more backlinks rarely solve the real problem.