The three common types of search intent are informational, navigational and transactional.

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This three-part model classifies searches by what the user wants to do. Many SEO platforms also include commercial investigation as a fourth type for searches where users compare products or services before making a decision.

Search Intent Types at a Glance

Search intent What the searcher wants Example query Suitable content
Informational Knowledge or an answer "What is search intent?" Blog post, guide, tutorial or explainer
Navigational A specific website or page "Google Search Console login" Brand page, login page or destination page
Transactional To complete an action "Buy Nike running shoes" Product page, service page or checkout page

1. Informational Search Intent

Informational intent means the searcher wants to learn something, solve a problem or find an answer.

Examples include:

  • "What are the 3 common types of search intent?"
  • "How does email marketing work?"
  • "How to remove a background from an image"
  • "Best time to visit New York"

The searcher is often researching a topic rather than preparing to buy. Blog posts, tutorials, glossary pages and videos are common content formats for this intent.

2. Navigational Search Intent

Navigational intent means the searcher wants to reach a specific website, company, brand or webpage.

Examples include:

  • "Ahrefs blog"
  • "LinkedIn login"
  • "Nike official website"
  • "Google Analytics support"

The searcher already knows the destination. They are using a search engine to reach the official site, login page, support page or another specific webpage.

3. Transactional Search Intent

Transactional intent means the searcher wants to complete an action.

That action may include:

  • Buying a product
  • Booking a service
  • Downloading software
  • Creating an account
  • Requesting a quote
  • Subscribing to a plan

Examples include:

  • "Buy noise-cancelling headphones"
  • "Book a dentist appointment"
  • "Download accounting software"
  • "Ahrefs pricing"

Transactional searches often appear later in the buyer journey. Product pages, service pages, pricing pages and landing pages are usually a better match than general blog posts.

Where Does Commercial Investigation Fit?

Commercial investigation describes searches where the user is comparing options before taking action.

Examples include:

  • "Best SEO tools"
  • "Semrush vs Ahrefs"
  • "Best laptops for college students"
  • "Mailchimp alternatives"

Many modern SEO resources treat commercial investigation as a fourth search intent category because comparison searches do not fit neatly into either informational or transactional intent.

A practical four-part framework is:

  • Informational: Learn
  • Navigational: Go
  • Commercial investigation: Compare
  • Transactional: Act or buy

How to Identify Search Intent

Start with the wording of the query, then check the search results Google displays.

  • Words such as what, why, how and guide often indicate informational intent.
  • Brand names, login terms and specific websites often indicate navigational intent.
  • Words such as buy, order, pricing, download and book often indicate transactional intent.
  • Words such as best, review, comparison, versus and alternative often indicate commercial investigation.

The page should match the dominant intent. An educational article is unlikely to satisfy someone looking for a checkout page. A product page may not answer someone who only wants to understand a topic.