What is Search Intent?

Search intent reveals what users truly want when they type queries into Google or an LLM.

It’s the difference between someone asking “what is CRM software” and “Salesforce pricing demo”—and understanding this difference determines whether your content converts or just consumes budget.

Google’s algorithms have evolved beyond keyword matching. They now analyze user behavior patterns, click-through rates, and satisfaction signals to determine which results best serve each type of search intent. Intent-alignment is essential for rankings.

Here’s how the four intent types break down: