Search intent is the purpose behind a user's search query - what they're trying to accomplish. The four types are: informational (seeking knowledge), navigational (finding a specific site), transactional (making a purchase), and commercial investigation (researching before buying). Match your content to intent to rank well.
Search intent is the purpose behind a user’s search query - what they’re trying to accomplish. The four types are: informational (seeking knowledge), navigational (finding a specific site), transactional (making a purchase), and commercial investigation (researching before buying). Match your content to intent to rank well.
What is Search Intent?
Search intent (also called user intent or query intent) is the reason someone performs a search. Understanding intent is crucial because Google prioritizes content that satisfies what users actually want.
Why intent matters:
- Google’s primary goal is satisfying users
- Content mismatched to intent won’t rank
- Intent determines content format needed
- Same keyword can have different intents
The Four Types of Search Intent
1. Informational Intent
User wants to learn something.
Characteristics:
- Seeking knowledge or answers
- Not ready to buy
- Often question-based
- Looking for explanations
Query examples:
- “what is SEO"
- "how to change a tire"
- "why is the sky blue"
- "history of the internet”
Content format:
- Blog posts
- Guides and tutorials
- FAQ pages
- Wikipedia-style content
2. Navigational Intent
User wants to find a specific website or page.
Characteristics:
- Looking for known destination
- Brand or site name included
- Specific page sought
Query examples:
- “facebook login"
- "youtube"
- "amazon customer service"
- "gmail”
Content format:
- Homepage
- Login pages
- Contact pages
- Brand landing pages
3. Transactional Intent
User wants to complete an action (usually purchase).
Characteristics:
- Ready to buy or act
- High conversion potential
- Specific product/service focus
Query examples:
- “buy iPhone 16"
- "Nike running shoes sale"
- "book flight to London"
- "sign up mailchimp”
Content format:
- Product pages
- Service pages
- Pricing pages
- Checkout flows
4. Commercial Investigation
User is researching before making a decision.
Characteristics:
- Comparing options
- Reading reviews
- Pre-purchase research
- Evaluating alternatives
Query examples:
- “best CRM software 2026"
- "iPhone vs Samsung comparison"
- "Ahrefs review"
- "top web hosting providers”
Content format:
- Comparison posts
- Product reviews
- Best-of lists
- Buyer’s guides
Intent Comparison Table
| Intent | User Goal | SERP Features | Content Type |
|---|---|---|---|
| Informational | Learn | Featured snippets, PAA | Guides, tutorials |
| Navigational | Find site | Sitelinks, brand results | Homepages, specific pages |
| Transactional | Buy/Act | Shopping ads, product results | Product/service pages |
| Commercial | Research | Reviews, comparisons | Reviews, comparison posts |
How to Identify Search Intent
1. Analyze the SERP
The search results page reveals intent.
SERP signals:
| Feature | Indicates |
|---|---|
| Featured snippet | Informational |
| Shopping ads | Transactional |
| Local pack | Local + transactional |
| Product carousels | Commercial/transactional |
| Video results | Often how-to/informational |
| Knowledge panel | Informational/navigational |
2. Look at Ranking Content
What type of pages rank?
Content type analysis:
- All guides → Informational intent
- All product pages → Transactional intent
- Mix of reviews → Commercial intent
- Brand pages dominate → Navigational intent
3. Consider Query Modifiers
Certain words signal intent.
| Modifier | Intent |
|---|---|
| how, what, why, guide | Informational |
| buy, price, cheap, deal | Transactional |
| best, top, review, vs | Commercial |
| [brand name], login | Navigational |
4. Use Common Sense
Think about why someone would search this.
Example: “running shoes”
- Could be informational (what are good ones?)
- Could be commercial (researching options)
- Could be transactional (ready to buy)
- Check SERP to confirm
Optimizing for Search Intent
Match Content Format
For informational intent:
# How to [Topic]: Complete Guide
[Direct answer to the question]
## What is [Topic]?
[Definition and explanation]
## Step-by-Step Process
[Detailed instructions]
## FAQ
[Common questions answered]
For transactional intent:
# [Product Name] - [Key Benefit]
[Product image, price, buy button]
## Features
[Quick benefit list]
## Specifications
[Detailed specs]
## Reviews
[Social proof]
For commercial intent:
# Best [Category] in [Year]: Top Picks Reviewed
[Quick recommendation summary]
## Comparison Table
[Side-by-side comparison]
## Detailed Reviews
[In-depth analysis of each option]
## How We Tested
[Methodology for credibility]
Content Depth by Intent
| Intent | Depth Needed |
|---|---|
| Informational | Comprehensive, thorough |
| Navigational | Clear, direct |
| Transactional | Focused, conversion-optimized |
| Commercial | Detailed, comparative |
Page Elements by Intent
Informational pages need:
- Clear definitions
- Step-by-step instructions
- Visual aids
- FAQ sections
- Related topic links
Transactional pages need:
- Clear pricing
- Strong CTAs
- Trust signals
- Easy purchase path
- Product details
Commercial pages need:
- Comparison tables
- Pros/cons lists
- Ratings/scores
- Expert opinions
- User reviews
Intent Mismatch Problems
Signs of Mismatch
- High bounce rate
- Low dwell time
- Poor rankings despite quality
- High impressions, low clicks
Common Mismatches
| Query | Wrong Approach | Right Approach |
|---|---|---|
| ”best laptops” | Product page | Comparison guide |
| ”buy macbook” | Blog post | Product page |
| ”what is SEO” | Service page | Educational guide |
| ”nike.com” | Blog about Nike | Redirect/brand page |
Advanced Intent Concepts
Mixed Intent Queries
Some queries have multiple valid intents.
Example: “protein powder”
- Some users want to learn (informational)
- Some want to compare brands (commercial)
- Some want to buy (transactional)
Strategy: Check SERP diversity. If mixed results rank, consider which intent you can best satisfy.
Intent Shifts
Intent can change over time.
Example: “[New Product] review”
- At launch: Informational (people learning about it)
- Later: Commercial (people deciding to buy)
Micro-Intents
Sub-intents within main categories.
Informational micro-intents:
- Definition seeking
- How-to guidance
- Deep research
- Quick fact check
Search Intent Checklist
Analysis
- SERP analyzed for target keyword
- Ranking content types noted
- SERP features identified
- Query modifiers considered
- Intent type determined
Content Alignment
- Content format matches intent
- Depth appropriate for intent
- Correct page elements included
- User journey considered
- CTA matches intent stage
Monitoring
- Bounce rate tracked
- Dwell time monitored
- Rankings tracked
- SERP changes monitored
- Content updated as intent evolves
Conclusion
Search intent is the foundation of modern SEO. Content that perfectly matches what users want will outrank content that doesn’t, regardless of other factors. Always analyze the SERP before creating content.
Identify whether queries are informational, navigational, transactional, or commercial. Create content that matches the format, depth, and elements users expect. Monitor for intent shifts and update accordingly.
Combine intent optimization with keyword research and on-page SEO for content that ranks and satisfies users.