User Intent (Search Intent)

User intent refers to the underlying goal behind a search query. Google categorizes intent into four main types: informational (seeking knowledge, e.g., 'what is SEO?'), navigational (looking for a specific site, e.g., 'Ahrefs login'), commercial (researching before buying, e.g., 'best SEO tools 2026'), and transactional (ready to purchase, e.g., 'buy SEMrush'). Aligning content with user intent is critical for rankings and conversions. A mismatch—like a blog post ranking for a transactional query—leads to poor engagement and high bounce rates.