What it means: Keyword intent is about the purpose of the search. It represents what your customer is likely to do when looking for a particular phrase. There are four common types of search intent, which are: informational intent, where the user is looking for more information; navigational intent, where the user is looking to visit a specific website, transactional intent, where the user is looking to make a purchase, and commercial intent is where the user is researching their available options.
Why it matters: Keyword intent is powerful because Google aims to match users with the most relevant search result. Quite simply, if you do not provide the best match to the searcher’s query, then Google is unlikely to display your website. Understanding the intent behind your keywords will allow you to create content that matches that. If someone is searching for the “best washing machine, ” your landing page is unlikely to rank as search engines understand that customers will be looking for reviews, blog posts, comparison charts, etc.