Search intent infographic with an iceberg showing the search coffee near me above the water and what the person really wants below, four cards for Know, Do, Website and Visit-in-Person intent with example searches, and four steps to match intent.

Oct 5, 2026

Search Intent Infographic: The 4 Types and How to Match Them

Search intent explained: the four types from Google's rater guidelines (Know, Do, Website and Visit-in-Person), what to build for each, and how to check intent.

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<a href="https://searchinsider.io/infographics/search-intent"><img src="https://searchinsider.io/research/search-intent/search-intent-infographic.png" alt="Search intent infographic with an iceberg showing the search coffee near me above the water and what the person really wants below, four cards for Know, Do, Website and Visit-in-Person intent with example searches, and four steps to match intent." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/search-intent">What is search intent? infographic</a> by Search Insider.</p>

What is search intent?

The short answer: Search intent is what a person actually wants from a search. Google's rater guidelines sort it into four types: Know, Do, Website and Visit-in-Person. Match your page to the intent, or it won't match what Google shows.

Based on Google's Search Quality Rater Guidelines and Search Insider research.

What it shows

Know: learn something. Build a guide or explainer. Know Simple searches want a quick fact.
Do: get something done. Build a product page, tool or sign-up.
Website: reach a specific site. Make brand pages easy to find.
Visit-in-Person: find a place nearby. Use a Business Profile and location pages.
Some searches mix intents.
In our study, one-word singular and plural keywords behaved like separate searches about half the time.

What to do

Before writing: Search the keyword and look at the page types on page one.
Building: Make the page type that wins.
One-word keywords: Check them closely; their meaning shifts more.

The walkthrough

What is search intent?

Search intent is the goal behind a search: what the person wants to know, do or find. Google's Search Quality Rater Guidelines include a section on understanding user intent, with Know and Know Simple, Do, Website, and Visit-in-Person queries ^[1].

What are the four types of search intent?

Know queries seek information, such as how a technology works; Know Simple queries want a short fact. Do queries aim to get something done, like buying or downloading. Website queries look for a specific site. Visit-in-Person queries look for a place to go, where the searcher's location matters ^[1].

How do you find the intent of a keyword?

Search the keyword and look at what ranks. The types of pages on page one, such as guides, product pages, tools or local listings, show what Google has learned people want for that search.

Can a search have more than one intent?

Yes. Google's rater guidelines include a section on queries with multiple user intents ^[1]. When page one mixes guides and shops, cover the main intent first.

Does the singular or plural form change intent?

Sometimes. In Search Insider's study of 690 Google searches, one-word singular and plural pairs behaved like separate searches about half the time, while longer phrases usually shared results ^[2].

Sources

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