SERP intent match
The practice of inferring what Google rewards for a query by analysing the page types, formats and features currently ranking, and…
ContentUser intentQuery intent
Search intent
The underlying goal behind a query — typically classified as informational, navigational, commercial investigation or transactional.
In full
Intent determines what kind of page can rank at all: a transactional query returns product and category pages, an informational one returns guides and definitions, and publishing the wrong type is the most common reason strong content never ranks. Intent is read from the current SERP rather than assumed, since Google's interpretation shifts over time and by location and device. Many queries are mixed, which is why SERPs blend page types.
Example
The SERP for 'crm' shows vendor homepages and comparison lists, so a definition article is the wrong asset for that query.
Related terms
Keyword research
Identifying and prioritising the queries a business should target, using volume, difficulty, intent, business value and current visibility.
SERP
The page a search engine returns for a query, combining organic results with ads, rich results, AI-generated answers and vertical modules.
Commercial investigation intent
Queries from users comparing options before buying — 'best', 'vs', 'alternatives', 'review' — sitting between informational and…
Topical authority
The degree to which a site demonstrates comprehensive, credible coverage of a subject area rather than isolated pages on scattered topics.