Search intent
What the user actually wants when they type a query — informational, navigational, transactional, or commercial.
In long form.
Search intent is the why behind a query. The four classic categories: informational ('what is hreflang'), navigational ('nessim works contact'), transactional ('buy iphone 16 pro'), and commercial investigation ('best web design agency dmv'). A page can rank only if it matches the dominant intent for the query — a product page won't outrank an explainer for an informational query, no matter how many backlinks it has. Modern Google is intent-first: SERP layout, featured snippets, and AI Overviews are all served from intent classification.
When a client says 'I want to rank for web design', step one is to type that into Google and read the top ten results. If they're all agency directories and best-of lists, a service page won't crack the top ten — the intent is commercial investigation, not 'hire one specific agency'.
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