User intent refers to the underlying goal a person has when entering a search query. It explains what the user is trying to achieve, such as learning information, finding a specific site, or completing an action. Understanding intent goes beyond keywords and focuses on the reason behind the search.
User intent is commonly grouped into informational, navigational, transactional, and commercial investigation types. Each type carries different expectations for content format, depth, and outcome. Pages that match intent clearly are more likely to satisfy users and perform consistently in search results.
Search engines prioritise intent satisfaction because it improves result quality. When content aligns with user intent, engagement improves and friction decreases. This alignment supports trust, relevance, and long term visibility.
Advanced
User intent is inferred through query language, historical behaviour, and result interaction patterns. Search systems evaluate how users engage with results to refine intent classification over time. This allows intent interpretation to adapt as language and behaviour change.
Advanced optimisation focuses on intent mapping rather than keyword targeting alone. Pages are designed to fulfil a specific intent with appropriate structure, messaging, and calls to action. Mixing intents on a single page often reduces clarity and performance.
Relevance
- Drives relevance and satisfaction signals.
- Guides content structure and format.
- Influences ranking stability.
- Improves engagement and conversion outcomes.
- Reduces mismatch and pogo sticking behaviour.
Applications
- Content strategy and planning.
- Landing page optimisation.
- Keyword mapping and clustering.
- Conversion rate optimisation.
- SEO audits and refinements.
Metrics
- Engagement and dwell time.
- Click through rate from search.
- Conversion rate by query type.
- Bounce and return to search patterns.
- Ranking stability across updates.
Issues
- Misaligned intent reduces engagement.
- Mixed intents confuse users.
- Over optimisation ignores user goals.
- Thin content fails to satisfy needs.
- Incorrect mapping limits performance.
Example
A service page ranked for a high volume query but focused on education instead of booking. After refocusing content on pricing, availability, and clear actions, conversions increased and rankings stabilised for transactional searches.