Search intent is the reason behind a query. Someone searching "what is a webhook" wants an explanation. "n8n vs Zapier" suggests comparing options. "n8n download" wants to get something. The same words can carry different intents, and search engines try to show the kind of page that fits.
For a writer this means looking at what already ranks for a query and what format it takes (a guide, a list, a tool, a product page) before deciding what to create. A beautifully written explainer will struggle if people searching that phrase expect a comparison table.
Match the page to the intent, answer the main question early, and cover the natural follow-up questions. It also carries over to AI search, where the system is trying to answer the same underlying need.
Related: Search Engine Optimization, Search Ranking, Answer Engine Optimization.