Search intent refers to the reason behind a search engine user's search query and what they hope to achieve through their search.
When a user performs a search, they have a specific intention or goal in mind. If the search engine results accurately address their search intent, the user is more likely to click on the result and continue their search on the website.
However, if the search engine results do not match their search intent, the user may quickly bounce back to the search results and click on a different result that better matches their needs.
Therefore, if a website's content matches the search intent of its target audience, it is more likely to receive clicks and higher CTR. By understanding the intent behind users' search queries, website owners and digital marketers can optimize their content to increase its relevance and appeal to their target audience, thereby improving their CTR and overall search engine visibility.