What are the 4 main types of search intent? (examples included) featured image

What are the 4 main types of search intent? (examples included)

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In our previous blog post, we talked about what search intent is. Now let’s dive deeper into the four types of search intent in this post.

If your customers do a search relating to your product or service, would you like them to find your website? If so, it’s essential to understand the intent behind their search and service up content that satisfies their needs. 

There are four main types of search intent: navigational, informational, commercial, and transactional. The majority of search terms and phrases fall into one of these four categories. Creating and mapping your website content to address each type of search intent will give your brand a competitive advantage in search engine optimization. 

1. Navigational intent

The first type of search intent we’ll talk about is Navigational. Navigational search intent happens when the searcher knows what they are looking for. The user is searching for a specific brand, page, or piece of information. As typing a URL into your browser, they are using the search engine to find information; however, they do not need to know the URL because the search engine does.  

Words included in search

These are common words you’ll see in a navigational search. 

  • Brand names
  • Tool
  • Login

Features on SERP

These are features you’ll commonly see in navigational search results.

  • Site-links
  • Knowledge-panel-business
  • The #1 domain recurring multiple times

Examples

These are examples of navigational searches.

  • Spotify
  • Twitter login
  • Google Docs
  • Chipotle phone number

Best content types

These are the types of content you’ll likely see in navigational search results.

  • Homepage
  • Tools
  • Web apps

2. Informational intent

Informational search intent refers to queries where users search for answers or learn more about a specific topic. You can build topic authority by positioning your brand as a source of information for these types of searches. 

Words included in search

These are common words you’ll see in an informational search. 

  • How
  • What
  • Why
  • Who
  • When
  • Tutorial
  • Guide
  • Names

Features on SERP

These are features you’ll commonly see in informational search results.

  • Blog posts
  • News
  • Videos
  • Recipes
  • Knowledge-panel
  • Featured snippet
  • People also ask

Examples

These are examples of informational searches.

  • how to change my iphone ringtone
  • mediterranean diet
  • beginners guide to growth marketing
  • elon musk

Best content types

These are the types of content you’ll likely see in informational search results.

  • Blog posts
  • Guides

3. Commercial intent

The most sought-after types of searches for advertisers are those with commercial intent. These users are on the lookout for a product or service, making them a potential lead for brands that provide those products or services. The user may not know what product or service is right for them, so it’s vital to serve up content that helps them decide. 

Words included in search

These are common words you’ll see in a commercial search. 

  • Best
  • Top
  • Review
  • Comparison
  • Vs
  • Near me

Features on SERP

These are features you’ll commonly see in commercial search results.

  • Local pack
  • Google Ads
  • Jobs
  • Review stars

Examples

These are examples of commercial searches.

  • best outdoor projector
  • iphone se reviews
  • chromebook vs macBook
  • pizza places near me

Best content types

These are the types of content you’ll likely see in commercial search results.

  • Ads
  • Landing pages
  • Local listings

4. Transactional intent

The final type of search intent is transactional. Transactional searchers know what they want to accomplish. They may be looking for the best price, where to make a purchase, how to register, download something, or find a physical location.   

Words included in search

These are common words you’ll see in a transactional search. 

  • Specific product name
  • Price
  • Order
  • Download
  • Sign-up
  • Register
  • Buy

Features on SERP

These are features you’ll commonly see in transactional search results.

  • Popular products
  • Shopping results

Examples

These are examples of transactional searches.

  • whole foods coupons
  • trello app
  • sign up for la Fitness
  • buy a nintendo switch

Best content types

These are the types of content you’ll likely see in transactional search results.

  • Product pages
  • Service pages
  • Offers

Conclusion

Understanding the four types of search intent, how to identify them, and examples of what keywords to look for can now allow you to think about how to create content that satisfies users for each type. 

Could you benefit from a blog copilot who can help you consistently create quality content that is optimized for each type of search intent? If so, subscribe to Jumpkit and get everything you need to maximize your blog growth.