Glossary · SEO & AI searchTOFU
Search intent
The short answer
Search intent is the goal behind a search — what the person actually wants to find or do. Matching intent is the single most important factor in whether a page can rank: a brilliant sales page won't rank for a query where searchers want an explanation, and vice versa.
The four main types
- Informational — "what is ROAS", "how do Meta ads work"
- Commercial investigation — "best CRM for small business", "Meta vs Google ads"
- Transactional — "hire Meta ads agency Mumbai", "buy running shoes"
- Navigational — "PMG contact", "Shopify login"
How to find intent
Search the query and look at what ranks. If the top results are guides, the intent is informational. If they're category pages, it's commercial or transactional. Google has already told you what it thinks searchers want.
Intent and content format
| Intent | Example | Best format |
|---|---|---|
| Informational | "what is MER" | Definition, formula, example |
| Commercial | "best CRM for real estate India" | Comparison, criteria, table |
| Transactional | "buy protein powder online" | Product or category page |
| Local | "dermatologist in Bandra" | Location page + Google profile |
| Navigational | "PMG contact" | Contact page |
Search intent in practice
"How to run Meta ads" is informational (a guide fits), "Meta ads agency Mumbai" is commercial (a service page fits), and "PMG contact" is navigational.
Matching content to intent
- Informational: guides and explainers
- Commercial: comparisons and service pages
- Transactional: product and pricing pages
- Navigational: brand and contact pages
Common intent mistakes
- Service pages targeting informational queries
- Blogs targeting transactional queries
- Ignoring what Google already ranks
Frequently asked questions
Can one page target multiple intents?
Occasionally, but usually one intent per page works best. Mixed-intent pages often satisfy nobody.
How does intent relate to the funnel?
Informational queries sit at the top (TOFU), commercial in the middle, transactional at the bottom.
Can intent change over time?
Yes — seasonal events, news and new products can shift what searchers want. Recheck results periodically.
How does intent affect paid search?
Match keywords and ads to intent; informational queries rarely convert like transactional ones.
How do we identify intent?
Look at the results Google already shows for the query — they reveal the intent it expects.
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