Search Intent
The underlying purpose behind a search query - whether the user wants information, is comparing options, looking for a specific site, or ready to take action.
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What Is Search Intent?
Search intent (also called user intent or query intent) categorizes what a searcher actually wants to accomplish. The four main types are: Informational ("how often should I change my oil"), Navigational ("[Dealership Name] hours"), Commercial Investigation ("Camry vs Accord 2026"), and Transactional ("schedule oil change near me"). For dealerships, understanding intent is critical for content strategy - transactional keywords need conversion-focused pages with clear CTAs, informational keywords need educational content that builds trust, and commercial keywords need comparison and evaluation content. Matching content to intent is more important than keyword volume; a perfectly intent-matched page will outrank a higher-authority page with mismatched intent.
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