Search intent is the reason behind a search query. It is what the person actually wants when they type something into Google, which is not always what the words literally say. Google classifies intent into four types: informational (learning something), navigational (finding a specific site), commercial (researching before buying), and transactional (ready to buy or act).
Getting intent wrong is the most common reason a well-written page does not rank. A page optimized for “best CRM for SaaS” needs to be a comparison, not a product page. A page targeting “what is topical authority” needs to define the term clearly, not pitch a service. Matching your content format and depth to the intent behind the query is the starting point for any content that ranks.
In B2B SEO, commercial intent keywords are the most valuable. These are the searches where a decision-maker is actively evaluating options. Pages that rank for commercial intent queries generate qualified traffic, not just volume.
