On Google alone, there are 16.4 billion searches every day. When it comes to SEO, this figure might be overwhelming. But not when you understand the search intent behind them. Or basically, the underlying reason behind a user’s online search.
By knowing, you can understand their goal and align it to your strategy to rank higher, stay relevant, and achieve better conversion rates. And this article will be your starting point. Let’s break down its 4 main types to attract the right audience at the right time. The leading local SEO company is here to help you outsmart your competitors—and the search intent is only the beginning that will get you there!
What is Search Intent in SEO?
Search Intent refers to the user’s main goal behind every query in the search engine. It’s the purpose of their online search when finding information for a specific topic or navigating a site they want to visit.
The heading above, “What is search intent,” is an example itself. Once you input it in the search bar, you already have the informational intent to get to know more about what this topic really means. Simply put, it’s the missing link between the words people use and their actual needs.
To have a better grasp of its concept, here’s an example.
Suppose you search for the “best SEO Packages” searcher is not just doing a casual search; they might be doing the very first stage of the customer’s journey.
On the contrary, a person inputting “buy SEO Packages” is already determined to avail the service. Google being able to make distinctions among such cases grants it the opportunity to show the most fitting results. Whereas, at the same time, it helps businesses modify their content according to the user’s needs more precisely.
Search engines gauge the intent. Google, using its algorithms and data such as prior searches or click patterns, figures out the “kind” of intent behind the query.
All of these explain the crucial role of search intent in SEO. It’s no longer enough just to target the right keywords. Now, you have to find the underlying reason for the search. Once your content is spot on with user intent, it brings in the right visitors, holds their attention for a longer time, and results in more conversions.
4 Types of Search Intent: Information, Commercial, Navigational, Transactional
The term Google search intent alone is a broader term and can fall into four main categories: Informational, Commercial, Navigational, and Transactional. If you really want content that will be relevant to your target audience, then you must also meet your audience right where they are in their journey.
This section of the article will help you have a better understanding of what search intent means, along with examples you can have a closer look at.
Informational Intent
Informational intent revolves around the concept of learning. The users who represent this intent are the ones who will gain knowledge, insights, or answers to particular questions. They are nowhere near the purchasing factor; they just want to clarify a topic further. For instance, a person searching for “how to optimize a website for SEO” wants guidance rather than the services.
To do so, the content must be educational and user-friendly. This is where blog posts, how-to guides, and tutorials shine. The idea is to gain the trust of the users so that when they eventually decide to act, your brand is already at the top of their minds.
Main Goal: Users seeking information or answers
Words Often Used: How, What, Who, Where, Why, Guide, Helps, Learn, and Examples
Examples:
- What are the four main types of search intent?
- How do you change a tire?
- Why is SEO important?
Commercial Intent
Commercial intent is a middle ground between learning and purchasing. Users in this phase are already doing the research to find the best option and counting the pros and cons of what is offered. They are still undecided but are definitely interested in the products or services. For starters, a specific user is looking for the top option for a “digital marketing company”.
The content targeting commercial intent should provide users with help in assessing the available choices. The kinds of content that can be considered are comparison articles, product reviews, and “top 10” lists. These types position your brand as an authority while also guiding prospective customers closer to a buying decision.
Main Goal: Users researching before making a purchase or decision
Words Often Used: Best, Top, Pricing, Review, Comparison
Examples:
- Affordable SEO packages
- Best digital marketing agency in the Philippines
Navigational Intent
Navigational intent refers to a situation where the user is certain about the destination but wishes to have a quicker way to get there. Their reliance on Google for locating a certain website or brand page is shown instead of entering the complete URL. A typical case is searching for “XDigitalMedia SEO services” instead of the full site link.
The main goal of this content is to be there. Brand pages, homepages, and key service pages need to be guaranteed to show up when users look up your business name or associated branded terms. This way, potential customers can easily and quickly get to you.
Main Goal: Users looking for a specific website or page
Words Often Used: Brand names, Name of a product, Name of a service
Examples:
- Brand names
- Digital marketing agency near me
Transactional Intent
Transactional intent is a phase of action. Unlike other types of search intent, users with this intent are usually decided. They are ready to purchase, enroll in a service, or book a service. They are the ones doing the searches like “hire SEO agency in the Philippines” or “buy Nike Air Force 1 online.”
The content supporting this intent should be able to convert, i.e., make conversion very easy. The use of product pages, landing pages with services, and well-placed calls to action are among the essential factors in this case. The focus should be on providing the last push, which can be by using persuasive copy, special offers, or providing a seamless user experience.
Main Goal: Users are ready to complete an action or purchase
Words Often Used: Buy, Order, Purchase, Price, Cheap
Examples:
- Buy iPhone 17
- Order pizza delivery
How to Optimize Your Website for Every Type of Search Intent
Knowing these isn’t enough. To successfully use them for a better strategy, you must learn how to get started. The most common tool used by digital marketing in SEO is Ahrefs.
Once you type a specific keyword in their “keyword explorer”, not only do you have a better idea of the keyword difficulty and search volume, but most importantly, the intent of the users behind it. From there, you can align the delivery of your content and make sure that you’ll give them the answer they’re looking for.
Here’s a quick step-by-step guide you can follow:
- Sign up (Log in) to Ahrefs
- Type your target keywords in the “keyword explorer.”
- Check the search intent (beside the “Overview” section)
But the good news is, if you don’t want to do any of these, there’s a simple answer: opt for a marketing agency. X-Digital is here to give you data-driven SEO strategies beyond effective search intent.
Frequently Asked Questions
Why is search intent important for SEO?
Search intent will ensure that every SEO effort you make, specifically in terms of content, aligns with and matches what users are actually looking for. With the right application, it can help you have a higher ranking and better user engagement.
What is the best tool to identify search intent?
Some of the most effective tools you can use in determining the search intent for a specific keyword are Afrefs and Semrush. They are used by the majority of online advertising agency, so in terms of relevancy and accuracy, they are already proven.
How does Google determine search intent?
Google uses its own algorithms and machine learning to analyze billions of searches and user behavior patterns. By analyzing search queries, users’ context, and the search results page (SERP).
