The four types of search intent
| Intent | What the searcher wants | Example | Page that fits |
|---|---|---|---|
| Informational | An answer or an explanation | how to get rid of ants in the kitchen | Guide or FAQ |
| Navigational | A site or business they already know | Rathly reviews | Homepage or Business Profile |
| Commercial | To compare options before choosing | best ant exterminator near me | Service page with proof and reviews |
| Transactional | To act now | book ant treatment today | Service page with a booking form |
Google's own quality raters use different labels for the same idea. Their guidelines sort intent into Know, Do, Website and Visit-in-person. That last one matters for local businesses, because a search like "dentist near me" signals someone who wants to show up at your door.
How to read intent from the results page
The fastest test is to search the keyword yourself. Google shows what it believes the searcher wants.
- A map pack and service pages mean buyers want to act.
- Guides and videos mean people want to learn.
- Comparison lists mean people are still choosing.
- One brand on top means the search is navigational.
Some searches mix intents. "AC repair cost" draws people who want a price and people ready to book. A strong page answers the price question, then makes booking easy.
Match one main intent to each page
A page that tries to teach, compare and sell at once usually does all three badly. Give each page one main job. Put guides on informational searches, service pages on commercial and transactional ones, and keep brand pages clean for navigational searches.
Good example. An HVAC company ranks a guide for "why is my AC blowing warm air" and links it to its AC repair page. Readers who decide they need help book from the service page.
Bad example. The same company stuffs DIY steps, a price list and a booking form onto one page. Readers who want to learn feel pushed, and buyers wade through instructions.
Keywords tell you what people typed. Intent tells you what they need. Read more on SEO keywords, or let our SEO services map every search you care about to the right page.