Search intent is what a searcher is actually trying to accomplish with a query, usually classified as informational, navigational, commercial investigation or transactional. It determines what kind of page can satisfy the query at all.
Why Search Intent matters for SEO
Intent mismatch is one of the most common reasons a well-optimised page fails to rank: no amount of optimisation makes a product page rank for a definitional query when Google has decided that query wants an explainer. Intent also determines exposure to zero-click erosion.
Pro tip on Search Intent
Search the query and read the current results before writing. The page types that rank are Google's statement of what it thinks the intent is. Match that format first, then compete on quality within it.
Related terms
Learn more
Intent decides the format; technical health decides whether the page competes at all. CrawlRaven covers the second half.
Try CrawlRaven Free