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Search intent is also known as user intent. Whether this is a question, a how-to, or a review on a product, there will always be a reason behind the user’s search. It is the job of the content creator to ensure they have the resources to inform the user correctly.

What Are The 4 Main Types Of Search Intent?

1. Informational Intent 

Informational Intent means the user is either searching for an answer to a question or more information on a topic. 

2. Navigational Intent 

Navigational Intent means that the user already knows what they are searching for, they have a specific page or website in mind before they have even clicked the search button. 

3. Transactional Intent 

Transactional Intent means that the user is looking to purchase a product before they exit the browser, when beginning the search it’s possible they may have a specific brand in mind, but they may also be searching for advice on which brand is best. There are a few factors that can impact the users’ decisions. 

  • Reviews 
  • Recommendations from a friend or family member 
  • Reputation of the brand 
  • Experience with a brand’s previous products 

4. Commercial Intent 

Commercial Intent means the creator is looking for an outcome to be reached before the user exits the browser, as well as this it’s about evaluating whether the creator has assessed their work for the keywords which focus on the contents of their page.

Image of text and cartoon man on a computer

Why Search Intent Is Important in SEO?

Search Intent is Important in SEO for many reasons:

  • Understanding the reason for the users’ search helps you to better understand what to target in your content in order to ensure they satisfy the user’s needs.
  • Being aware of the users’ search intent and being able to fulfil it means you gain the trust of the user.
  • The user is more likely to view you as a trusted source in the future, in the process you are gaining returning traffic.

Optimising For Search Intent 

Optimising Search Intent is extremely important if you want to boost the amount of traffic to your website or content. 

Depending on which type of search intent your content is based on depends on how the creator needs to think about catering to the user’s experience. 

| Optimising for Informational Search Intent 

When optimising for Informational Search Intent, the best way to do this is to answer the question simply and quickly don’t beat around the bush. Give the user what they are searching for, plain and simple. There is nothing worse than having to scroll to find the answer. If the search engine deems your answer to the question quality you can work your way into the top search ranking. 

| Optimising for Navigational Intent 

The best way to optimise for Navigational Intent is through the use of structure ensuring your using Brand Name, Meta Title and Meta Description are all used in the best possible way. This means if the user is already searching for your site it is easily identifiable in the SERPs.

| Optimising for Transactional Intent 

The easiest ways to optimise for Transactional Intent is to use images, Alt text and be descriptive, as the user is searching to purchase a product ensuring all the information they could possibly need to persuade them to purchase is the main priority. 

If your website is for sales and purchasing then ensure you design your website in a way that keeps the buyer on track to completing the transaction. Ensuring all elements link closely back to the products on your website or the item we are viewing. 

| Optimising for Commercial Intent 

It’s important to ensure you are using responsible buy words such as “shipping” “Purchase” or “Shop”. It’s also important to incorporate convincers such as “free shipping or “quality Guarantee”, this could be the persuasion the consumer needs to complete the transaction. 

The best way to optimise is to ensure you’re using relevant keywords. Add a call to action onto the page whether that’s at the bottom of the page or not. Use persuasive language to convince the consumer to use the call to action button. 

Computer setup on a desk in a low lit roomHow To Determine Search Intent

In order to determine the search intent, you can perform a number of different tasks. 

  • Research the SERPs 
  • Use a keyword intent analysis research tool 
  • Identify the key elements of language that others have previously used such as verbs and synonyms.
  • Create a search query report based on common key phrases that are responsible for bringing traffic to your site and analyse the patterns 


In Summary, SEO Search Intent means the purpose of the users’ search and what they’ve set out to complete. There are 4 main kinds of Search Intent which are:

  • Informational
  • Transactional
  • Navigational
  • Commercial 

Search Intent is an important element of SEO strategy so ensuring you understand it thoroughly is important

Optimising Search Intent depends on which type of search Intent you are trying to target. How to determine search Intent needs research and fact behind it, you can do this by using keyword research and analysing queries driving traffic to your website. 

Beth Wright

Beth joined RedCore Digital in August 2022 as a content marketing executive. Beth works alongside our clients to design, develop & execute their content marketing strategies.