The four types of intent#
| Intent | Goal | Example query | Best content |
|---|---|---|---|
| Informational | Learn something | what is a canonical tag | Guide, explainer, glossary entry |
| Commercial | Compare before buying | best wordpress hosting india | Comparison, review, list |
| Transactional | Take action now | buy seo audit | Product or service page |
| Navigational | Reach a specific site | search console login | The brand’s own page |
How to identify intent#
Google the keyword and study page one. The results show what Google believes users want. Look at:
- Content type: blog posts, product pages, videos, tools?
- Format: step-by-step guide, list, comparison, definition?
- Angle: beginners, cheapest, fastest, current year?
- SERP features: map pack (local intent), shopping results (transactional), “People also ask” (informational).
Why it matters#
If your page format doesn’t match the dominant intent, it’s very hard to rank, no matter how well optimised. Intent also shifts over time, so recheck important keywords periodically. Related: keyword research guide, SERP features.