Search intent, also known as user intent, describes the underlying goal behind a person’s search engine query.
It’s what guides Google in determining the most relevant results for that search. Broadly, search intent is categorized into four types: informational (looking for info), navigational (trying to reach a specific page), transactional (ready to buy), and commercial investigation (researching before purchasing).
Understanding search intent is key to creating content that meets users’ needs.
For example, if someone searches “how to build a retaining wall,” they’re likely looking for a step-by-step guide (informational). If they search “retaining wall builders near me,” they’re likely ready to hire (transactional).
Aligning your landscaping website content with the right intent increases the chance of ranking higher and converting visitors.
Matching your content to the user’s intent improves relevance, engagement, and conversion. Google prioritizes pages that satisfy the intent behind the search. That means simply targeting the right keywords isn’t enough—you need to understand the motivation behind the query.
For landscaping businesses using website search optimization or Google Ads this means crafting content that aligns with the different stages of the buyer’s journey. A blog post for an informational query builds trust, while a service page aligned with a transactional query drives leads and sales.
Example
A potential customer searches for “best grass for shady yards in Texas.” This is an informational intent search. Creating an educational blog post on your site addressing this topic can capture that user early in their decision-making process and lead them toward your services.