Types of search intent
Search queries are broadly divided into informational, commercial, transactional and navigational. For example, “what is SEO” calls for an explanation, while “order SEO promotion” is related to choosing a service. In practice, the boundaries between query types may overlap.
What this means in practice
A page should address the task that brought the user from search. If an advertising service page appears for the query “how to check website indexing,” the presence of the key phrase does not make it relevant.
Search intent is taken into account when choosing the page type, structure and content. This helps not just compile a keyword set, but create content that matches the purpose of a specific query.
Who it is critical for
It is critical for any website that receives organic traffic. It is especially important for online stores, service businesses and informational projects.