Search intent: How to know what users are looking for

March 31, 2025

William Öhman

SEO

When we talk about “search intent,” we refer to the user’s purpose behind a particular query. To understand and answer users’ questions more effectively, it’s crucial to identify what type of search they’re performing.

What Is Search Intent?

When we talk about search intent, we mean the user’s underlying purpose for entering a particular query. To understand and answer users’ questions more effectively, it’s crucial to identify what type of search they’re making.

Examples of Search Intent

A user might be looking for:

  • A specific website (navigational).

  • The nearest restaurant (local).

  • A pair of new autumn shoes (transactional).

  • When the London Olympics took place (informational).

Google strives to match each user’s intent with the most relevant results, so it’s vital to create content that aligns with those intents.

Why Search Intent Matters

Just like a compass guides you down the right path, search intent helps you understand what your visitors are looking for—so you can create content that leads them straight to their goal. By mapping out users’ intentions, you can produce relevant, engaging content that meets their needs and strengthens your SEO strategy. Think of search intent as your digital compass: it points you toward the content that will resonate with—and convert—your audience.

How Google Uses Ambiguity

When intent is unclear, Google may surface a mix of result types or even prompt you to clarify which result best matches your needs. These feedback loops help Google train its algorithms to present the most relevant content over time—after all, Google’s mission is to help users find exactly what they’re seeking.

The Four Main Categories of Search Intent

  1. Transactional Intent
    The user is ready to buy and seeks a specific product or service. They may browse Shopping Ads or visit various sites to make a purchase.
    Examples:

    • “Buy ergonomic mattress”

    • “Cheap flights to Greece”

    • “Insulated rain jacket”

  2. Commercial (Investigational) Intent
    The user is researching options and comparing products/services before making a decision. Look for keywords like “best,” “review,” or “compare.”
    Examples:

    • “Best Thai restaurants near me”

    • “Web agency Helsingborg”

    • “JBL speaker review”

  3. Navigational Intent
    The user knows which site they want but searches by name rather than URL—or seeks directions to a physical location.
    Examples:

    • “Gmail login”

    • “Tropikariet Helsingborg”

    • “Buildahome SEO”

  4. Informational Intent
    The user wants to learn something: facts, how-tos, or answers to questions. Google often displays these directly in a knowledge panel or featured snippet.
    Examples:

    • “Fun facts about web design”

    • “How old is Sweden’s queen?”

    • “Which club does Messi play for now?”

Applying Search Intent to Your Content

  • Identify Your Audience’s Needs
    Before writing, ask yourself: What is this searcher really looking for? Match your content format accordingly.

  • Transactional Pages
    If you’re targeting “buy running shoes,” build a product page with clear pricing, sizes, and “add to cart” buttons.

  • Commercial/Investigational Content
    For queries like “top 10 Greek destinations,” craft a well-structured listicle comparing each location’s highlights.

  • Informational Articles
    For “best Greek holiday spots,” write an in-depth guide with images, maps, and recommendations—use headings and bullet points to capture featured snippets.

  • Use a Keyword-Intent Matrix
    List your site’s primary keywords, categorize each by intent, and refer to this when creating or updating pages.

Why Search Intent Is Critical

Search intent underpins effective SEO and SEM. Google’s goal is to deliver exactly what users want, so aligning your keywords with the right content type ensures you attract—and satisfy—the right audience at the right stage of their journey.

Need help aligning your content with search intent? At Buildahome, our SEO and SEM experts will analyze your keywords, map out user intent, and configure your site to attract the right visitors at the perfect moment.

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