TL;DR: Search Intent = מה המשתמש באמת רוצה מהשאלה. 4 סוגים: informational (ללמוד), navigational (להגיע), transactional (לקנות), commercial investigation (להשוות). Match intent = rank. Mismatch = fail.
4 Types of Intent
1. Informational
"מה זה X", "איך X", "למה X".
User wants to learn. Not buy. Not navigate. Just know.
Content type: educational articles, how-tos, guides.
2. Navigational
"Facebook login", "Gmail", "Netflix".
User wants specific site. Brand or known property.
Content type: homepage of that brand.
3. Transactional
"קנה iPhone", "buy running shoes", "download Photoshop".
User ready to transact. High commercial intent.
Content type: product pages, service pages.
4. Commercial Investigation
"best CRM", "iPhone vs Samsung", "top running shoes 2026".
User investigating before buying. Evaluation phase.
Content type: comparisons, reviews, "best of" lists.
How to identify intent
Look at SERP
Google's SERP tells you:
- Top 10 all similar type? Consensus on intent.
- Mix of types? Mixed intent.
- Featured snippet? Informational usually.
- Shopping ads? Transactional.
- Video? Often how-to.
Keywords patterns
- "how", "what", "why", "when" → informational.
- Brand name alone → navigational.
- "buy", "price", "cost" → transactional.
- "best", "vs", "review" → commercial.
Match content to intent
| Intent | Content Type | Examples |
|---|---|---|
| Informational | Guide, how-to | "מה זה SEO" |
| Navigational | Homepage, brand page | "שמול" |
| Transactional | Product page | "קורס SEO מחיר" |
| Commercial | Comparison, review | "best SEO course" |
Common mismatches
- Writing guide for transactional query. fails.
- Product page for informational query. fails.
- "Best of" for pure info query. maybe fails.
Mixed intent
Some queries have mixed intent. "SEO course" could be informational (learning) or transactional (buying). SERP shows mix.
Strategy: content that covers both. Or separate pages.
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