Search intent (also called user intent or query intent) is the reason behind a search query — what the user actually wants when they type something into Google, Bing, or an AI engine. Understanding intent is the single most important skill in modern SEO and content strategy.

The Four Intent Types

Informational: the user wants to learn something. ("What is GEO?" "How does PR work?") Navigational: the user wants to reach a specific site or page. ("5wpr.com" "Forbes login") Transactional: the user wants to take an action — buy, sign up, download. ("Buy PR software" "Hire PR agency") Commercial investigation: the user is comparing options before a decision. ("Best PR agencies 2026" "Meltwater vs. Cision")

Why It Matters

Google ranks pages that match intent. A product page won't rank for an informational query ("What is a press release?") and a blog post won't rank for a transactional query ("Buy press release distribution"). Content must be built to match the intent Google has already assigned to the query — visible in the SERP by looking at what type of content currently ranks.

AI Engine Intent

AI engines handle intent differently. A user asking ChatGPT "best CRM for small business" expects a direct recommendation — not ten blue links. AI engines blend informational and commercial investigation intent into a single synthesized answer. Content that anticipates this blended intent — combining explanation with recommendation and evidence — performs best in both search and AI retrieval.