In terms of marketing funnels, there are four types of search intent: awareness, transactional, commercial, and navigational. Knowing which type you are targeting will help you determine how to best target your content. For instance, if you’re selling a game on your website, you might want to target awareness keywords. Such keywords include ‘answers to FAQs’ and ‘evergreen content’ that raises brand awareness.
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80% of Google searches qualify as informational. Rather than making a purchase, most people use Google to discover, learn about, or answer a question. This type of search is crucial for keyword research and content creation. When searching for a topic, informational search intent typically includes words like “what is,” “how-to,” and even “why does.”
A transactional query is the intent of a user to make a purchase. This might be a purchase, filling out a form, or visiting a store to make a purchase. However, it can also refer to a research or exploratory query. For example, a user might search for “car stereo” and intend to purchase a car stereo. In this scenario, the searcher will likely have his credit card ready.
There are many different types of search intent. Informational and commercial search intents both require different types of content. Informational searches are typically phrased as questions. The questions asked may range from very specific to more general and complex. For example, when someone is searching for “toys for boys” they may want to know what the best toy for the boy is. Commercial searches, on the other hand, will be looking for information that pertains to a product or service. This type of search intent will require a special landing page for the product or service.
In terms of website traffic, there are two types of search intent: general search intent and navigational search intent. General search intent is a generic phrase that users enter into a search engine to find a specific website or page. Navigational search intent is different, however, because the users are aiming for a specific destination. Navigational search intent means that the users already know where they want to go on the web and are using the search bar to guide them there.
Keywords with intent-specific words help boost rankings in the SERP
You may be able to tell if a user is searching with informational or commercial intent by looking at the SERP features they appear in. For example, if a person searches for “best blonde hair dye,” the results will be informational, while if they are looking for “best candle-making tutorial,” they are likely searching with informational intent. If you’re unsure of whether a user’s search intent is commercial or informational, you can look at SERP features such as knowledge cards, Google Ads, and Twitter boxes.