Search intent
The purpose behind a search, such as finding information, comparing options or buying; the right page is the one that answers that purpose.
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Why it matters
Two people searching the same words may want different things: one wants information, another a price comparison, another to buy right away. Google promotes the page type that best fits the intent. A page that does not match the intent struggles to rank, however well it is written, and does not keep the visitors it gets.
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Example
If a page that only promotes a service is written for the search “how much does a website cost”, visitors will not find what they came for. A guide explaining what drives the price, sample ranges and what makes it change answers that intent better.
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Common mistake
Answering every keyword with a sales page. People looking for information should get information first; pointing them to the service once trust is earned works far better.
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Related terms
Related services and guides
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