Search intent

In one sentence

Search intent is what a person really wants to get when they type a query: to learn, to find a site, to compare or to buy.

The four types of intent

This classification is common in marketing. Google says it first works out the intent behind a query before it ranks results.

• Informational: Understand or learn. Rarely a purchase at the end.
• Navigational: Reach a specific site, often a brand.
• Commercial: Compare options before choosing.
• Transactional: Buy, sign up or request a quote.

Our guide to search intent covers each type with examples.

Why it matters in Google Ads

Google bills every click, whether the person wants to buy or just to learn. An informational keyword can drain a budget on visitors who are not looking to buy.

Reading intent before you bid is the most direct way to pay only for clicks that can lead to a purchase.

A concrete example

Here are two keywords from the same analysis. The first comes from someone comparing tools before picking one. The second comes from someone looking for a definition.

Two real keywords from Should I Bid’s demo analysis, in the United States.

Free tool: Keyword intent checker

Check a keyword’s intent, for free.

Paste up to 10 keywords: a decision model estimates the intent of each one and the likelihood of a purchase. No sign-up.

Open the intent checker

See also

• Negative keyword
• Match types
• Search term
• SERP