What Are The Different Types Of Search Intent?
Search intent is the why behind every search query – master it, and you’re on the fast track to better SEO rankings and higher conversion rates.
Will
12 min read - 01 October 24
In this article, we break down the four main types of search intent – informational, navigational, transactional, and commercial – so you can craft content for your SEO strategy that hits the mark every time.
What is Search Intent?
Search intent refers to the reason behind a user’s search query – what they’re looking for when they type something into Google. Understanding search intent helps ensure your content aligns with user expectations, improving rankings and engagement.
Granted, some people Google really weird things, you can see this in our random Google facts article – but no matter what a user is searching – behind every query they type into a search bar is a clear intent.
Understanding what users really want helps search engines serve up the best content (yours included).
Get it right, and you’ll boost SEO rankings, clicks, and results.
Why Does Search Intent Matter in SEO?
Search engines exist to give people what they’re looking for – so if your content doesn’t match search intent, whether it be keyword clusters, a product page, an article, a how-to-guide or a service page – it won’t rank.
Understanding search intent helps you create content that meets user needs, boosts engagement, and drives traffic. Nail it, and you’ll attract the right audience, increase SEO visibility, and grow your business. It’s that simple.
Ready to make search intent work for you? Let’s dive to each type of search intent below.
1. Informational Intent: The Knowledge Seekers
Users with informational intent want answers – fast, accurate, and formatted in a way that satisfies both humans and Google’s ever-demanding SERP features.
These queries often trigger Featured Snippets, People Also Ask (PAA) boxes, and Knowledge Panels. To match informational intent, you need to give the user what they want – and quickly.
How to Optimise for Informational Intent
Structure SEO headings and content for easy scanning: Use H2s, bullet points, and concise answers at the top. No fluff or waffle – get straight to the point.
Match query depth with content length: A query like “What is blockchain?” may need a thorough guide, while “Current inflation rate” demands a quick answer.
Leverage SERP features: Schema markup for FAQs, How-Tos, and Q&A can make your content more visible. Following our on-page SEO best practices will help!
Example Queries:
“How does Google’s algorithm work?”
“What image files are best for SEO?
“What is E-E-A-T?”
2. Navigational Intent: The Brand Hunters
Users here already know where they want to go. They’re typing in a brand name, a specific website, or a platform-related query into a search engine. In this case, SEO isn’t about convincing them – it’s about ensuring they land where they expect to. The best SEOs out there can still attract traffic from navigational intent.
How to Optimise for Navigational Intent
Dominate branded SERPs: Ensure your homepage, social profiles, and key landing pages rank for your brand name.
Optimise Google Business Profile (GBP): If you’re marketing a local business through search engines, make sure GBP is fully optimised and your NAP (Name, Address, Phone) consistency is airtight for Local SEO.
Use structured data: Breadcrumb markup and sitelinks can help users navigate directly to key pages.
Example Queries:
“Moz keyword research tool”
“Ahrefs blog”
“Nike Air Force 1 official site”
3. Transactional Intent: The Buyers Ready to Swipe
For both SEO and Google ads, this is where the money is. Users are ready to take action – whether it’s making a purchase, signing up for a service, or clicking that ‘Get a Quote’ button.
If your site isn’t optimised for high conversion rates here, you’re leaving revenue on the table.
How to Optimise for Transactional Intent
Laser-focused landing pages: Keep distractions minimal, CTAs clear, and product details comprehensive.
Use commercial intent keywords: “Buy,” “Discount,” “Deals,” and “Best price” signal high conversion potential.
Mobile and speed optimisation: A 3-second delay in page load can tank conversions by 50% – get it right.
Optimise for Local SEO (if applicable): For service-based businesses, ensure your location pages are fine-tuned.
Example Queries:
“Buy iPhone 15 Pro Max online”
“Cheap flights to London”
4. Commercial Investigation: The Fence-Sitters
These users are in research mode. They’re weighing options, reading comparisons, and checking reviews before making a decision. This intent sits between informational and transactional – smart SEOs use this phase to nurture leads.
How to Optimise for Commercial Investigation
Comparison content works wonders: Articles like “Ahrefs vs SEMrush: Which is better?” tend to rank well and drive conversions.
User-generated reviews & testimonials: Trust signals influence purchase decisions – make them visible.
Product demos & case studies: If applicable, showcase real-world results to tip the scales in your favor.
Example Queries:
“Best keyword research tools for SEO”
“iPhone 15 vs Samsung S23 comparison”
“Performance max vs normal search campaigns”
Why Search Intent is Everything in 2025
Search intent isn’t a trend – it’s an evergreen SEO principle. Google is increasingly fine-tuning its algorithm to understand intent better than ever, thanks to AI advancements like RankBrain and BERT. If your content doesn’t align with the user’s intent, no amount of backlinks or technical SEO will save it from irrelevance.
The best SEOs don’t just optimise – they anticipate. They read between the lines of queries and craft content that not only ranks but also converts. Whether your goal is visibility, engagement, or revenue, aligning your strategy with search intent is the non-negotiable foundation of SEO.
So, the next time you hear someone asking, “What’s the best SEO strategy in 2025?” – just smile and say, “It all starts with perfectly matching intent.”
Need help with your SEO or Google ads keyword targeting? Give the experts a call!
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