Search intent
SEO and AI visibility
SEO and AI visibility
Search intent is what someone actually wants from a query: to learn something, compare options, navigate somewhere or buy.
Two people can type the same word with completely different goals. Someone searching 'crm' usually wants to know what it is; someone searching 'crm implementation cost' is comparing and much closer to a decision.
Intent decides the format of your page: an explainer with examples, a comparison table, a calculator or an enquiry page. To see what a search engine expects, look at what currently ranks on page one — that's the most direct clue you have.
Tip
Split a page that serves multiple intents into separate pages per intent: that boosts the odds that each one ranks well.
Related terms
- Keyword researchKeyword research maps the words and questions your audience searches with, including how often that happens and how strong the competition is.
- Long tailLong-tail keywords are longer, more specific queries with little volume each, but together often the bulk of your traffic.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.
- SEOSEO is the work that makes your pages findable in search engines without paying per click. It has three parts: technology, content and authority.