The 4 Types of Search Intent (And How to Optimise for Each One)

1. Informational Intent – People Looking for Answers

What it is: These users are in research mode, searching for general information, how-to guides, or industry insights.

Examples:

• “How does SEO work?”
• “Best ways to clean windows”
• “What are orthotics?”

How to optimise for it:

• Create in-depth blog posts, guides, and FAQs that answer common questions.
• Optimise for long-tail keywords that reflect curiosity and learning.
• Add clear next steps— encourage users to subscribe, download a resource, or explore related content.

Action step: Check Google Search Console for pages ranking for “how to” or question-based queries. Update them with fresh content and internal links to keep users engaged.

2. Navigational Intent – People Looking for a Specific Brand or Website

What it is: These users already know what they want— they’re searching for a specific company, product, or service.

Examples:

• “Nike running shoes”
• “Facebook login”
• “Pizza shop near me”

How to optimise for it:

• Make sure your website ranks for your own brand name.
• Run branded search campaigns in Google Ads to protect your traffic.
• Ensure your Google Business Profile is accurate and complete.

Action step: Google your own business name. If competitors are running ads on your brand, they could be stealing your traffic— set up a branded ad campaign to secure your top spot.

3. Commercial Intent – People Comparing Options

What it is: These users are considering different solutions and looking for comparisons, reviews, or best-of lists.

Examples:

• “Best laptops for graphic design”
• “Top-rated email marketing platforms”
• “Toyota vs Honda reliability”

How to optimise for it:

• Create comparison pages, case studies, and testimonials to build trust.
• Target keywords like “best,” “top,” “vs.,” and “reviews.”
• Highlight unique selling points and why you’re the best choice.

Action step: Search for your business online and compare your website to your competitors. Do you have trust factors like customer reviews, testimonials, case studies, or industry certifications? If not, adding social proof can make a big difference when potential customers are deciding between you and a competitor. Start by featuring at least three strong testimonials on your homepage or service pages.

4. Transactional Intent – People Ready to Buy

What it is: These users are ready to act— whether it’s booking a service, requesting a quote, or making a purchase.

Examples:

• “Buy Apple AirPods Pro online”
• “Book a deep cleaning service near me”
• “Cheap flights to New York”

How to optimise for it:

• Use clear call-to-action (CTA) buttons on service pages.
• Optimise pages for “near me” searches if you serve a local audience.
• Offer a fast, frictionless booking or checkout process.

Action step: Visit your most important service page. Is it easy for a visitor to take action? Add a strong CTA, a lead form, or a “Book Now” button if it’s not immediately clear.

Next Steps 
Driving more traffic is great—but only if it leads to results.

• Identify which type of search intent is most relevant for your business.
• Align your content and landing pages to match what visitors are looking for.
• Make it easy for users to take the next step—whether it’s learning more, comparing options, or booking a service.

Want help optimising your website for conversions? Our SEO agency Melbourne can refine your SEO, landing pages, and user journey to turn visitors into customers.

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