April 17, 2023

From Informational to Transactional: Navigating the Different Types of Search Intent

Date published (April 17, 2023)
Category (Marketing)
Read time (7 Minutes)
The author
(Zan Zaidi)

Are you tired of feeling like you're the only one who doesn't understand the latest buzzwords and trends? Fear not, because informational intent is here to save the day!


In the world of digital marketing and SEO, understanding search intent is crucial for optimising your content to rank higher in search engine results pages (SERPs) and ultimately drive traffic to your website. Search intent refers to the reason behind a user’s search query – what they are looking for and why they are searching for it. In this blog post, we’ll discuss the different types of search intent and how you can optimise your content to meet those needs.

Let’s start with informational intent, which is like that friend who always asks you questions about everything. They want to know everything about a topic and expect you to be an expert in every field. Content that addresses informational intent should be like a friendly expert, answering the user’s question in a clear and concise manner. To optimise for informational intent, use straightforward language, avoid jargon, and organise your content in a logical and easy-to-read format.

Navigational Intent

Next, navigational intent is like the GPS in your car. Users with this intent know exactly where they want to go, they just need directions on how to get there. To optimise for navigational intent, make sure your website is easy to navigate and has clear calls to action.

Here are some examples of keywords with navigational intent:

  • Essendon Football Club
  • Gmail Login
  • Concrete area calculator
  • Bunnings refund policy


Include your brand name and relevant keywords in your content and meta tags. And like a good GPS system, make sure your website provides clear directions on how to get to your desired destination.

Commercial Intent

Now let’s talk about commercial intent, which is like that one friend who always has to show you their latest purchase. They’re in the market for a product or service and want to find the best deal. Content that addresses commercial intent should be persuasive and informative, highlighting the benefits of your product or service and providing a clear call to action.

Here are some examples of keywords with commercial intent:

  • Binge vs Netflix
  • Best vegetables to grow in winter
  • MacBook pro review
  • Xero alternatives


To optimise for commercial intent, use language that resonates with the user, address their pain points, and provide clear solutions to their problems. And just like that friend who loves a good deal, make sure your website showcases your promotions and discounts prominently.

Transactional Intent

Transactional intent is like that friend who is always ready to make a move. They know what they want and they’re not afraid to go for it. Users with transactional intent are ready to make a purchase or take a specific action. Content that addresses transactional intent should be focused on the user’s end goal and provide clear steps to complete the desired action.

Here are some examples of keywords with transactional intent:

  • Watch The Simpsons
  • iPhone 14 pro max price
  • ADHD test online
  • HubSpot trial


To optimise for transactional intent, use clear and concise language, provide easy-to-follow instructions, and remove any barriers that may prevent the user from completing the desired action. And like that assertive friend, make sure your website provides a seamless user experience and allows the user to complete their desired action with ease.

Informational Intent

Absolutely! Let’s dive deeper into informational intent.

Informational intent is the most common type of search intent, and users with this intent are looking for answers to a question or information on a topic. They may be trying to learn something new, solve a problem, or research a product or service. Content that addresses informational intent should be educational, informative, and answer the user’s query in a concise and clear manner.

  • Nicki Webster age
  • Current time in Tokyo
  • How to clean your washing machine
  • What is search intent?


Local Intent

Finally, local intent is like that friend who always knows the best places to go in town. Users with local intent are looking for something in a specific location, whether it’s a physical store, a service provider, or a restaurant.

Here are some examples of keywords with local intent:

  • Best place to eat in Melbourne
  • Ballarat hotel pet friendly
  • Children’s Clothing Ballarat
  • Wineries near Avoca


To optimise for local intent, include your business’s name, address, and phone number (NAP) on your website and in local directories. Use local keywords and phrases in your content, and make sure your website is mobile-friendly. And like that knowledgeable friend, make sure your website provides useful information about your business’s location, hours of operation, and the products or services you offer.

In conclusion, understanding the different types of search intent and how to optimise your content for each can help you drive more targeted traffic to your website and improve your overall search engine rankings. And if you’re feeling stuck, just think of your website as that friend who always knows how to make you smile and provide you with what you need. With a little humour and wit, you can create high-quality content that meets the user’s needs and builds a loyal audience over time.