Glossaire · SEO

Search intent

Search intent refers to the real goal driving a user when they type a query into a search engine or ask an AI a question. It answers the question: what is the user truly looking for behind these words? There are four main intent types: informational (to learn, to understand), navigational (to reach a specific site), commercial (to compare before buying), and transactional (to take action, to purchase). Correctly identifying intent is the foundation of any high-performing SEO: Google and LLMs aim above all to satisfy this need, not to reward keyword density. Content aligned with intent answers the expectation precisely, in the right format and at the right depth. Conversely, a mismatch between the content produced and the real intent dooms a page to never rank sustainably, even when technically optimized.

Search intent is the most structuring concept in modern SEO. Before writing a single line, you must understand what the user truly wants to achieve.

The four intent types

Queries are traditionally sorted into four families. Informational intent aims to learn ("what is GEO"). Navigational intent seeks a specific resource ("luwiz login"). Commercial intent precedes a purchase and compares ("best SEO agency Albi"). Transactional intent triggers an action ("SEO quote"). Each type calls for a different format, tone, and length.

How to identify it

The most robust method is to read the SERP. The formats Google highlights — guides, comparisons, product pages, videos — are concrete proof of the intent validated by millions of user signals. A keyword alone is not enough: "insurance" can be informational or transactional depending on context. The SERP settles it.

Key takeaway

Don't guess the intent: read the SERP. It is Google's verdict, not a hypothesis.

Why it is decisive in SEO and GEO

Content misaligned with intent will not rank, regardless of technical quality. In the age of generative engines, the stakes grow: LLMs resolve intent by synthesizing the best possible answer. To get cited, your content must answer the need exactly, at the right level of granularity. At LUWIZ, intent analysis systematically precedes production: this is what turns optimized text into a genuinely useful page.

FAQ

Questions fréquentes

The most reliable method is to read the SERP: type the keyword and analyze the dominant formats. If Google shows comparisons, intent is commercial; if it shows guides, it is informational. The SERP reflects the intent Google has validated at scale.

This is rarely effective. A page should target one dominant intent to stay clear and rank well. Mixing informational and transactional dilutes the message and blurs the signal sent to both engines and generative AIs.

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