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SEO & AEO

Search intent

Also known as: user intent · query intent

Definition

Search intent is the underlying goal behind a query — typically classified as informational, navigational, commercial investigation or transactional — and it determines what kind of page can rank for it.

Intent is decided by the search engine, not by the marketer. If the results for a query are all comparison articles, a product page will not rank for it regardless of quality or authority. Reading the current results page is a more reliable guide to intent than any keyword tool's classification.

The most common commercial error is targeting high-volume informational queries with commercial pages, then concluding SEO does not work. Match the page type to the observed intent, and use informational content to build authority that supports the commercial pages rather than replacing them.

More in SEO & AEO

AEO (Answer Engine Optimisation)

AEO is the practice of structuring content and data so AI assistants such as ChatGPT, Perplexity and Google AI Overviews cite a business as a source when answering questions, including when no click follows.

AI visibility

How often a brand is named or cited in answers from AI assistants for the prompts its buyers actually use. The emerging equivalent of rank tracking, measured by prompting at scale and counting mentions.

Backlink

A backlink is a hyperlink from another website to yours, treated by search engines as a signal of credibility. Value depends on the linking site's authority and topical relevance, not on link count.

Canonical tag

A canonical tag tells search engines which URL is the preferred version of a page when duplicate or near-duplicate content exists at multiple addresses, consolidating ranking signals onto one URL.

Content cluster

A content cluster is a comprehensive pillar page on a broad topic surrounded by interlinked supporting pages covering specific subtopics, structured so internal links consolidate relevance signals.

Core Web Vitals

Core Web Vitals are Google's user-experience metrics: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability), measured on real user traffic.

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