Search intent
Also called: user intent, keyword intent, query intent
Updated November 9, 2026
Search intent is the goal behind a search: what the person actually wants when they type a query, such as an answer, a specific website, a comparison or a place to book and buy.
Why it matters for a local business
Google says that to return relevant results it first works out the intent behind a query. It also recognises that many queries have a local intent: search for pizza and you get nearby places that deliver.
So a page that uses the right words but serves the wrong goal rarely fits. Someone searching "physiotherapist near me" wants a place to book, not an article. Someone searching "how long does a sprained ankle take to heal" wants an answer, and a price list won't help them. A physio can serve both, on two different pages.
The usual types, with a local example
SEO tools sort intent into four types. They are a working convention, not Google's own terms, and one query can mix two of them.
| Intent | What the person wants | Example |
|---|---|---|
| Informational | An answer or an explanation | how long does a sprained ankle take to heal |
| Navigational | A specific business or site | riverside physio opening hours |
| Commercial | To compare before choosing | physio or osteopath for back pain |
| Transactional | To book, buy or visit | physiotherapist near me |
How to match a page to the intent
- Search the phrase yourself and look at what Google shows: a map with businesses, articles, videos or shops. That is how Google reads the intent.
- Give the page the same job: a service page with prices, address and booking for local searches, an article for questions. Our blog post ideas for local businesses start from those questions.
- In the Search Console Performance report, open Queries to see what people typed before they found each page, and check the page answers it.
Often confused with
- Long-tail keyword
A long-tail keyword is a kind of query: longer, more specific and searched less often. Search intent is the goal behind any query, short or long. A longer query usually makes the intent easier to read, which is why the two get mixed up.
Frequently asked questions
›What are the four types of search intent?
Informational, navigational, commercial and transactional. The list comes from SEO practice, not from Google, but it is a handy way to decide what a page should do.
Read more
Sources
- Google Search How Does Google Determine Ranking Results
- Search Console Help Performance report (Search results): Overview and basic setup