A query records words. Intent describes the task.

Two people can use similar words while needing different things. Someone searching for “social media strategy” may want a definition, an example, a template, a specialist, or help deciding whether social media deserves attention at all.

A page that repeats the phrase without completing the task has not matched the intent. It has only matched the wording.

How intent is assessed

Labels such as informational, commercial, navigational, and transactional can be useful shorthand, but they do not replace investigation. La Rouge examines:

• the pages and result formats already appearing for the query;

• related and follow-up searches;

• the language used in calls, enquiries, reviews, and community discussions;

• whether the query names a problem, category, comparison, organisation, or action;

• what the organisation can answer with genuine evidence; and

• what the reader should be able to understand or do next.

Search results are evidence of how a search system currently interprets the task. They are not a permanent instruction. Results can change, and an organisation should not copy the format of a ranking page when it has nothing useful to add.

What intent changes

Intent can change the appropriate page, depth, evidence, structure, and next step.

A person searching “what is crawlability” may need a direct explanation and example. Someone searching “technical search audit before website redesign” is evaluating an approach or provider and needs a process, scope, proof, and clear limits. A search for a named company or investment firm often involves verification, so accurate team, service, focus, and contact information becomes more important than a broad educational article.

The practical standard

Matching intent does not guarantee a ranking, click, or enquiry. It prevents the more basic mistake of publishing a page that answers a different question from the one the reader brought.