Search intent is the underlying purpose behind a user’s query; what they hope to find, learn, or accomplish when they turn to a search engine. Understanding that intent allows marketers to craft content that meets the audience’s exact needs at the right moment.
In B2B marketing, search intent typically falls into three categories: informational (research-focused), navigational (brand or resource-specific), and transactional (solution or purchase-driven). Mapping content to these intent types ensures every piece serves a clear purpose in guiding buyers through the funnel.
When intent is well understood, SEO becomes more than keyword targeting, it becomes a strategy for connecting with buyers in context, improving both engagement and conversion outcomes.