What Are the Different Types of Search Intent? 

When a user enters a search query in a search engine, their intention is typically informational, commercial, or navigational. Informational keywords are used when a user is just getting to know you or your brand, while commercial and transactional keywords are used when the user is ready to make a purchase or convert.

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Informational 

Informational search intent is the type of search intent in which a user is seeking to learn something. It can take the form of a broad question or a more specific one. Regardless of the reason for the search, the content creator needs to provide quality information that answers the user’s question. To get more visitors, create content with a high informational value. 

For example, content that answers informational search intent could be how-to guides, tutorials, FAQs, or how-to articles. It could also take the form of relevant product pages and landing pages. This type of content can be directed at a specific device or product. 

Commercial 

The best way to optimize for commercial investigation is to create content around questions that are asked by users. These questions may be specific or broad. The goal is to inform. Once you have a clear understanding of what your target customer is searching for, you can tailor your content and landing pages accordingly. For instance, if they are looking for a Japanese restaurant in Fort Lauderdale, you should create a page that highlights what makes your restaurant different from other restaurants in the area. 

If you’d like to improve your organic search performance, you can use a keyword tool like Keyword Magic Tool to identify keywords with commercial intent. This tool includes all the essential keyword metrics and will tell you what your target keywords should be. For instance, you may want to focus on a particular product or service, as commercial search queries will be closer to a conversion. 

Navigational 

Intentional searches can take many forms. It can be commercial or informational. For example, a user might be looking for a Logitech mouse and be ready to buy it. They could also be interested in information about McDonald’s and want to learn more about it before making a purchase. Regardless of the intention behind the search, the goal of a navigational query is to prompt a user to take action. 

Navigational search intent happens when a user knows exactly what they’re looking for and isn’t just looking for a general search. Google’s mission is to deliver relevant results quickly, and navigational search intent is an important part of that. To make this possible, they use SERP features such as knowledge panels and local packs to help users find what they’re looking for. 

Local 

Local search intent is a type of search intent based on a location. The user already has the product or service in mind and wants to find the best place to purchase it. Some common examples of local search intent are “buy running shoes,” “find a place to buy women’s sandals,” and “find the best place to buy shoes near me.” These types of searches will generate a variety of results, including shopping results, paid ads, map results, reviews, and more. 

Using local intent to optimize your business listing is very important. Using local intent to enhance your listings will boost your rankings. In addition to optimizing the website to be more relevant to your location, you can also make your listings more visible by adding a location tag to them. 

Transactional 

In addition to organic search, transactional search intent involves the use of specific words and phrases. These include words such as “buy” and “on sale,” as well as local searches and brand names, and product features. Regardless of the reason for a user’s search, transactional search queries typically indicate that the user is at the end of the conversion funnel. 

A search engine should distinguish between informational and transactional intent. Transactional search intent is often marked by more ads and shopping-related search features than informational search intent. As such, content aimed at a transactional search should focus on the value the potential customer can get from it.