A change over time in what users seek or what search results predominantly satisfy for a query.
Search intent drift describes a change over time in what a query is used for or what the search results predominantly satisfy. A phrase can acquire a new meaning, become associated with a current event or shift toward a different product or task. It is an analytical description, not a named penalty applied to a page.
A change in results is evidence to investigate, not automatic proof of drift. Location, personalization, timing and the query used can affect what you observe. Compare like-for-like conditions where possible and examine the actual pages and tasks represented rather than judging only a change in ranking positions.
If the underlying need has changed, an old page may need a different scope or a separate companion resource. Sometimes the page is still useful for its original audience and should remain intact. The goal is to respond to the new need without destroying a valid resource or changing a URL merely because a short-term trend appeared.
Takeaway: Reassess important queries when the audience’s needs or result patterns change. Distinguish a genuine shift in purpose from ordinary variation before rewriting a useful page.
Example
A software trainer originally publishes instructions for a desktop-only tool. As the vendor’s browser-based product becomes the main offering, the same broad query increasingly concerns the new interface. The trainer checks the change and separates current instructions from clearly labeled legacy guidance rather than mixing incompatible steps.
What to check
Keep dates and conditions with search observations. Compare query and page data over an appropriate period, and verify product or market changes from primary sources. If you update the page, make substantive corrections rather than only changing its displayed date.
For more detail, see Google explanation of differing search results.