Search Intent

Search Intent—also referred to as user intent or query intent—is the underlying goal or motivation behind a user’s search. It answers the question: what is the user really trying to achieve with this query? Recognizing and optimizing for intent is a cornerstone of modern SEO and plays a critical role in AI-powered search strategies.

Search intent is generally classified into four primary categories:

• Informational intent: users seeking knowledge, answers, or explanations.
• Navigational intent: users trying to reach a specific website or platform.
• Transactional intent: users ready to make a purchase, sign up, or take action.
• Commercial investigation: users comparing options and researching before committing to a purchase.

Today’s search engines utilize advanced AI and machine learning to interpret queries and deliver results that match intent, rather than just keywords. For AI-powered search and GEO, intent optimization is vital because AI models prioritize content that best fulfills the user’s goal when generating answers or selecting citations.

Models like ChatGPT, Claude, and Perplexity parse queries to determine intent and surface sources that directly align with what the user wants. Optimizing for intent involves analyzing SERPs to identify content types shown for queries, mapping content to different stages of the user journey, using natural language that mirrors how users phrase their needs, and formatting content in ways that match expectations (e.g., guides for informational queries, product pages for transactional ones).