Search intent
What a searcher is actually trying to do with a query — learn, go somewhere, compare or buy.
Search intent is usually grouped as informational, navigational, commercial and transactional. The results Google already shows for a query are the best evidence of its intent: a page of guides means people want to learn, a page of product listings means they want to buy.
A page that does not match the dominant intent rarely ranks well, however good it is. Mixed-intent queries show a mix of result types.
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