What is search intent?

The plain definition

Search intent is what a person wants when they type a query. Some want to learn (“why is my tap dripping”), some want to find a particular place, some are comparing options and some are ready to hire or buy. A good page matches the intent, not just the words.

An example

Someone who searches “emergency plumber near me at night” wants a phone number now. They do not want a long article about pipes. Someone who searches “how does a water heater work” wants an explanation, and might be a customer later.

Why it matters for a local business

Before writing or fixing a page, look at what already shows for the search and ask what the person needs. For service pages put the call button, price guidance and service area up front. For help pages answer the question first, then show how you can help.

Check it for free

See where you stand with the free TF-IDF tool. If you would rather have it handled, our Local SEO service covers this as part of the monthly work.

Related terms

• Keyword
• Long-tail keyword
• Featured snippet

Part of the SEO glossary. New to all this? Start with the beginner’s SEO guide.