Understanding search intent is not just important—it’s critical. It’s one of those make-or-break factors that can either send your website soaring in the rankings or leave it languishing in the depths of search engine obscurity.
If you can figure out why someone is searching, then you can create content that perfectly addresses their needs. Broadly speaking, search intent can be broken down into four types: informational, navigational, transactional, and commercial investigation.
In this guide, we’ll explore each type of search intent, offering practical examples & tips on how to optimise content for each one.
What is Search Intent and Why Is It Important?
Search intent is the reason behind a user’s query—what they are looking to accomplish when they type something into Google. It sounds simple, right? But there’s more to it than meets the eye.
If you understand the intent behind a search, you can tailor your content accordingly, increasing the chances that Google will find it relevant.
Matching content to search intent means more visibility, more clicks, & more satisfied users. It’s about diving deep into the mind of the searcher—what they feel, what they need, & how they think. It’s almost like being a digital mind-reader.
Types of Search Intent
Let’s explore the four key types of search intent & how you can optimise your content to match each one:
1. Informational Intent
When users have informational intent, they are looking to learn more about a topic. These users want answers to questions or more details on a specific subject.
Common searches include “how to” articles, explanations, & guides.
To rank well for informational intent, create content that directly addresses questions your audience might have.
Think “how-to guides,” “what is,” or “why does.” Google often rewards content that clearly answers common questions, especially if it does so succinctly.
Imagine a user searching “How to bake a cake.” They aren’t just looking for a basic list of instructions—they want an experience. They want to picture themselves in the kitchen, eggs cracked, flour flying, the smell of vanilla wafting through the air.
They’re searching for more than just instructions; they want to know they’re doing it right, feel reassured, and have a bit of fun while they’re at it.
Try breaking down each step clearly and engagingly, with H2 headings for each part (e.g., ingredients, mixing, baking), you’ll capture their imagination while being informative.
Use clear headings & subheadings to break down your content, making it easy to navigate. Make the instructions detailed, and don’t shy away from adding some personal flair—like mentioning common mistakes & how to avoid them.
Talk about how “we’ve all dropped an egg at some point” or how “overmixing will make the cake sad and dense—no one wants a sad cake.”
It helps bring depth (perplexity) while keeping the user engaged with a more conversational, friendly approach.
2. Navigational Intent
Navigational intent means that the user already knows what they want & is looking for a specific website or page. For example, they might type in “Facebook login” or “BBC News” into the search bar.
Focus on optimising brand pages. Make sure your site’s technical SEO is on point so that users can easily find you when searching for your brand. It’s not just about having the right page—it’s about being the most accessible answer to their query.
Ensure that key pages like the homepage, login pages, or contact details are well-optimised for branded searches. Think about what it feels like when users are looking for you—they want a seamless, frustration-free experience.
A user searching for “Value My Car UK” wants to reach your brand directly, no detours. Therefore, ensure your homepage & relevant landing pages rank for your brand name & include easy navigation.
Add in some personality here—imagine what your brand means to the user, what they’re feeling when they search for it, and shape the landing experience accordingly. Make it welcoming, reassuring, and super easy to navigate.
3. Transactional Intent
When users have transactional intent, they are ready to make a purchase or take some kind of action. This is typically seen in searches like “buy,” “order,” or “book.” Users know what they want & are looking for the best place to get it.
Create landing pages for specific products or services that are optimised for conversion. Ensure the language is persuasive, and call-to-action (CTA) buttons are clear & compelling.
This is the point where the user is already excited—they’re picturing themselves using your product or enjoying the service. Get them over the finish line with language that inspires action.
Use phrases like “Get yours today” or “Start your journey now.” Speak to their desire—”Imagine yourself gliding through the city on your new electric bike—freedom, speed, excitement. Ready to ride?”
Provide detailed descriptions, high-quality images, & user reviews to build trust. Make the buying process as easy as possible. If someone searches “buy electric bike London,” your product page should show the specific bikes available, along with clear purchasing options, shipping details, & a prominent CTA like “Buy Now.”
Add a few lines to set the scene—what will it feel like to glide through the city on that electric bike? Adding customer testimonials can also help boost conversions, showing real people’s experiences (burstiness).
People trust other people—sprinkle those real voices into your page.
4. Commercial Investigation Intent
Commercial investigation intent occurs when users are still in the research phase of a purchase decision. They might be comparing products or reading reviews to determine what suits their needs best.
Typical searches include “best,” “top,” or “reviews of.” These users aren’t quite ready to buy yet, but they are close.
Create comparison articles, reviews, & listicles that help users make informed decisions. This is where content like “best X for Y” or “X vs Y” really shines. Imagine a user searching for “best smartphones 2024.” They’re overwhelmed by options.
What they need is clarity—pros, cons, honest assessments, and a touch of personal insight. You’re not just giving them facts, you’re their guide through the chaos. Think of it like you’re sitting down with them over coffee, talking them through the choices, weighing out the pros and cons.
Use headings to break up comparisons into easy-to-read sections, & tables to display the pros & cons of each option clearly.
And remember, it’s not just about presenting dry facts—add some personality to the comparisons, make them a little fun, or relatable. “If battery life is your top priority, you’ll love Phone A—it just keeps going, like your uncle at a wedding who refuses to leave the dance floor.”
A little humour or relatable examples can keep them reading and help them trust your content.
Tips for Optimising Content for Different Search Intents
1. Know Your Audience
You can’t optimise content effectively without understanding your audience. Use tools like Google Analytics & search engine result pages (SERPs) to understand the types of questions your target audience is asking.
But it’s more than just data—it’s about knowing the journey your audience is on, the emotions behind their search, & tapping into that. Are they anxious, excited, overwhelmed? Your content should respond to those feelings.
2. Use Specific Keywords
Each intent type often involves particular keywords. Informational searches tend to have words like “how,” “what,” or “why.” Transactional searches usually include words like “buy,” “order,” or “get.” Make sure you incorporate these into your content, but do so naturally.
Weave them in as if you’re having a conversation, not just stuffing them in because an algorithm tells you to. Imagine explaining to a friend—that’s the key.
3. Create Easy-to-Scan Content
Whether it’s informational, transactional, or for commercial investigation, make sure your content is easy to scan. Use short paragraphs, tables, & images to break up the text. Think of the reader’s eyes bouncing from point to point—make it easy for them.
Every now and then, add a surprising bit of detail or a quirky subheading that stands out, something unexpected to keep their attention. Imagine they’re skimming through while distracted—what will make them stop and read?
4. Match the Intent to the Format
For informational intent, longer guides with a step-by-step approach are best. For commercial intent, consider using comparison tables or reviews. For transactional content, a straightforward landing page with a CTA is key.
But whatever format you choose, keep it dynamic—mix up sentence lengths, throw in a few rhetorical questions, and don’t be afraid to add an unusual anecdote or example. Keep them guessing a little—what’s coming next?
Real-Life Examples of Content Tailored to Search Intent
For informational intent, a gardening blog created a “how to grow tomatoes” guide that targeted beginner gardeners. They used short paragraphs & easy-to-follow instructions, which made it simple for users to find answers to specific questions like “how often should you water tomatoes?”
The guide didn’t just list facts—it spoke directly to the gardener, using conversational language that made them feel supported. “We’ve all forgotten to water the plants once or twice—don’t worry, here’s how to get back on track.”
For navigational intent, a popular online clothing brand ensured that their brand name & login page were well-optimised, ensuring that users typing in “[brand name] login” found their login page as the top result. They also included a friendly welcome message that made users feel valued the moment they arrived. It wasn’t just about finding the page—it was about creating an experience that felt personal, reassuring, and aligned with their brand.
For transactional intent, an electronics store optimised its product pages with detailed information, high-resolution images, customer reviews, & a prominent “Buy Now” button for users searching “buy noise-cancelling headphones.”
The content highlighted the experience of using the headphones—what it would feel like to block out the world and immerse in music. It spoke to the peace and solitude the product could bring, making the user imagine the experience before they even clicked “Buy Now.”
For commercial investigation intent, a consumer tech website wrote a “Best Laptops for Graphic Designers 2024” article that compared the top models in a simple table. They provided pros & cons, which helped users make a more informed decision.
The article also added personal touches, like insights from graphic designers who tested the models—giving it that human element.
“Our designer, Alex, found the display on Laptop B perfect for detailed colour work—it’s a game-changer for anyone in graphic design.”
Final Thoughts on Optimising for Search Intent
The key to successfully optimising content for different search intents is understanding the motivation behind the search.
When you can match your content to what the user is looking for—whether it’s information, a specific page, a purchase, or a comparison—you make your page more valuable & relevant in Google’s eyes.
This relevance is what leads to better rankings, more traffic, & ultimately, more conversions.
Remember, search intent isn’t static—it evolves as users get closer to making a decision. Tailoring your content to meet users wherever they are in the decision-making process can help you build trust, gain visibility, & achieve your business goals.
Start applying these strategies to optimise your content, & you’ll soon see the benefits in your site’s performance. And remember, content is about people.
Keep it real, keep it engaging, & don’t be afraid to add a little spark. Be bold—sometimes it’s that extra bit of personality that takes you from just another result to THE result they want.
