Search Intent

Search intent is the goal behind a query — what does the user actually want when they type a given phrase?

The four classic intent types:

• Informational — "what are good bullet points?" (looking for an answer)
• Navigational — "Amazon Seller Central login" (trying to reach a specific page)
• Transactional — "buy running shoes" (ready to buy)
• Commercial — "best running shoes 2026" (comparing before buying)

Content that doesn't match intent doesn't rank sustainably. A guide article won't rank for "buy running shoes" even if the keyword is in the title — Google sees that searchers there expect shopping results.

The same applies to Amazon listings: the head keyword has to match the intent behind the query. Someone searching "men's running shoe" wants to see a shoe — not socks, not an insole guide.