Query intent is what a user really wants when they search. If your content matches that intent, performance improves. If it misses, rankings and conversions suffer.

Main intent types:

• Informational (“what is social listening?”)
• Navigational (“Vista Social pricing”)
• Commercial investigation (“best social media scheduler”)
• Transactional (“book social media tool demo”)

Example:
A page targeting “social media report template” that only talks theory will underperform against a page that includes downloadable structure, KPI examples, and reporting tips users can use immediately.

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Intent-first content wins because it meets users where they are in decision-making.