Glossary entry
What is Search Intent?
Search intent is what a user actually wants when they type a query - informational (learn), navigational (find a site), commercial (compare), or transactional (buy). Matching content to intent is the single highest-impact lever in modern SEO.
The four intent types
Informational: 'how does programmatic advertising work'. Navigational: 'dv360 login'. Commercial: 'best dsp 2026'. Transactional: 'buy dv360 account'. Each demands a different content format and ranks for different keywords.
Why intent matters
Google ranks the intent first, the keyword second. A perfectly optimized product page won't rank for an informational query, no matter how strong the keywords or backlinks. Match intent or skip the keyword.
How to reverse-engineer intent
Google the query. Look at the top 10 results. If they're guides, intent is informational. If they're product pages, intent is transactional. Build content that fits the dominant pattern, then differentiate within it.
How Unled Network helps
SEO Services maps intent for every target keyword and ships content that matches. Pair with Lead Generation for transactional intent matched to landing pages.
Related Unled Network services
Frequently asked
Can one page serve multiple intents?
Sometimes (commercial + transactional). Rarely informational + transactional.
Does intent change over time?
Yes - query intent shifts with seasons, trends, and SERP feature changes. Re-audit annually.
Should I match SERP intent exactly?
Match the dominant intent. Differentiate within the format.
Intent for AI Overviews?
Heavily informational. Optimize for direct answers and citations to capture AI Overview real estate.