Search intent
Also called: user intent, keyword intent, query intent, searcher intent
Definition
Search intent is the goal behind a search query: what the person actually wants to know, do, find or buy. Matching it is the first requirement for ranking, and for writing a Reddit reply that helps.
Search intent is the reason someone typed a query. "CRM" could mean "what is a CRM", "show me CRM vendors" or "log me into my CRM". Getting the intent wrong means writing a great page for a question nobody asked.
How Google thinks about it
Google's Search Quality Rater Guidelines (September 2025 edition) sort queries into intent types:
- Know: the person wants information. A subtype, Know Simple, wants a short factual answer, like [barack obama height].
- Do: the person wants to accomplish something: download, buy, sign up, interact with a site or app.
- Website: the person wants a specific site or page.
- Visit-in-person: the person wants a business or location nearby.
The guidelines add that many queries have more than one intent and that the line between Know and Do is often blurry. They also note intent can shift over time; [iphone] meant a different phone in 2007 than it does today.
Marketers often use a simpler four-way split (informational, navigational, commercial, transactional). It maps onto the same idea.
How to read intent
The fastest way is to look at what already ranks. If the top results for a query are listicles, Google has decided the searcher wants options. If they are product pages, the searcher wants to buy. If they are Reddit threads, the searcher wants real people's experience. The People Also Ask box shows the follow-up questions in the searcher's head.
Why it matters for marketers
Intent decides which page type you need, how long it should be and where the call to action goes. A comparison query needs a fair comparison. A "how to" query needs steps first and the pitch late, if at all. Ranking for a high-volume query whose intent you cannot serve brings traffic that does not convert.
How it plays out on Reddit
On Reddit, intent shows up in the post itself, which makes it easier to read than a two-word query. Compare:
- "What is a CRM and do I need one?" Know intent, early stage.
- "HubSpot vs Pipedrive for a 3-person agency, which one?" Commercial intent, close to a decision.
- "Anyone know a tool that syncs Stripe invoices to Xero? Willing to pay." Do intent, ready to buy.
The third is the thread to answer first. This is what buying intent scoring tries to capture: how close the poster is to choosing something. And because Google sends commercial "best X" queries to Reddit threads, the same comment can meet intent twice, once for the OP and again for every searcher who lands on that thread later.
Common mistakes
- Choosing keywords by volume alone. A big query with the wrong intent wastes the effort.
- Pitching into a Know-intent thread. Someone asking what a category is wants an explanation. A sales reply gets downvoted.
- Ignoring mixed intent. Some queries need both a short answer and a deeper guide. Serve both on the page.
Frequently asked questions
What are the main types of search intent?
Google's rater guidelines use Know (including Know Simple), Do, Website and Visit-in-person. Marketers often say informational, navigational, commercial and transactional.
How do I find the search intent of a keyword?
Search it and look at what ranks: the page types, the SERP features and the People Also Ask questions.
What is the difference between search intent and buying intent?
Search intent is any goal behind a query. Buying intent is the narrower question of how close someone is to purchasing.