Keyword Intent

Keyword intent, also called search intent, is the reason behind a search, what the person actually wants to accomplish. Intent is commonly grouped into types: informational searches seeking knowledge, navigational searches looking for a specific site, and transactional or commercial searches signaling readiness to act or buy.

Understanding intent shapes which searches are worth targeting. Someone typing "how to fix a leaky faucet" wants a guide, while someone typing "emergency plumber near me" is ready to call. For a local business, the high-intent, ready-to-act searches usually convert best, even if they attract less volume.

For an owner, matching your profile and content to intent means the right customers reach you at the right moment. Optimizing for terms that signal local, ready-to-buy intent tends to deliver more calls and visits than chasing broad, low-intent traffic.