Search intent refers to the underlying purpose behind a user’s query—what they hope to achieve when they go online. It guides how we create content that matches user expectations, improves engagement and boosts conversions. Here are the four primary types as codified by leading SEO experts.
1. Informational Intent
Informational searches are those where users are seeking knowledge or answers. Queries often start with words like “how,” “what,” “why,” or “when.” Users might simply want to learn about a topic without any immediate intent to transact.
Examples include:
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“What is blockchain technology?”
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“How to bake sourdough bread”
Semrush highlights that these informational queries often correspond to the top of the marketing funnel, useful for building brand awareness and positioning your site as a trusted authority.
2. Navigational Intent
Navigational intent is present when a user wants to go to a specific website or page. This often includes brand names or very direct queries.
Examples include:
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“Facebook login”
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“Harper Digital blog”
Yoast explains that users performing navigational searches already know where they want to go, so your site must rank well for your brand and related terms. Semrush adds that navigational queries are usually straightforward and should lead users directly to your page.
3. Commercial Intent (Commercial Investigation)
Commercial intent, sometimes referred to as commercial investigation, occurs when users are comparing options or researching products and services before buying.
Examples include:
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“Best DSLR cameras 2025”
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“Top running shoes for marathon training”
This intent sits mid-funnel and is crucial for guiding users toward a decision. Yoast calls it “commercial investigation intent”.
4. Transactional Intent
Transactional intent signifies that a user is ready to take action—typically to purchase or complete a specific task.
Examples include:
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“Buy lightweight running shoes online”
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“Subscribe to Netflix”
These queries indicate high purchase readiness.
Why Search Intent Matters
Understanding search intent helps you create content that aligns with what users actually want, increasing relevance, engagement and ultimately conversions.
Key benefits include:
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Improved engagement – Content that meets intent keeps users on your site longer
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Lower bounce rates – Users stay when they find content aligned with their needs
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Better conversion opportunities – Targeting transactional or commercial intent can directly influence sales
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Enhanced SEO performance – Matching content to intent boosts visibility across relevant search results
How to Optimise Content for Each Type of Search
Informational Intent
Create content such as how-tos, FAQs and guides that comprehensively answer questions. These pages can also help build authority and brand trust.
Navigational Intent
Ensure your brand name and key pages are optimised so they surface when users search for your brand or services. This ensures users find you quickly.
Commercial Investigation Intent
Produce comparison guides, product reviews, and deep-dive analysis to help users make informed decisions. These pages should be rich in detail and credibility.
Transactional Intent
Design landing pages optimised for conversions. Incorporate clear CTAs and ensure content leads users seamlessly to purchase or sign-up points.
The User Journey Through Search Intent
| Stage | Intent Type | Content Format | Purpose |
|---|---|---|---|
| Awareness | Informational | Blog posts, how-tos, FAQs | Educate and build trust |
| Brand Discovery | Navigational | Branded landing pages | Direct users swiftly to your site |
| Consideration | Commercial Investigation | Reviews, comparisons, buying guides | Influence user decision-making |
| Conversion | Transactional | Product pages, checkout flows | Drive action and capture conversions |
Final Thoughts
Search intent is the foundation of modern digital strategy. Whether a user is learning, navigating, researching or ready to act, your content must be tailored accordingly.
By aligning your content with the four types of search intent—Informational, Navigational, Commercial and Transactional—you create a structured path that meets user needs and guides them smoothly toward engagement or conversion. Understanding and leveraging intent is not just smart SEO; it’s building meaningful, customer-centric experiences.
