Search intent (or user intent) describes the purpose behind a search query. It typically falls into four categories:
- Informational (e.g., “what is SEO”)
- Navigational (e.g., “Yoast plugin homepage”)
- Transactional (e.g., “buy SEO plugin”)
- Commercial Investigation (e.g., “best SEO plugin 2025”)
Matching your content to the right intent is critical for ranking and engagement.