Now that you can see keywords as audience insights, let’s take it a step further: every search query reveals not just what someone wants to find, but where they are in their decision-making process.
Understanding search intent types helps you create content that matches exactly what people need at each stage.
Engagement Message
When you search "pizza delivery," what are you planning to do next?
Search intent falls into four main categories: navigational, informational, commercial, and transactional. These types represent different stages of the user journey, from initial research to final purchase. Understanding which intent drives a search helps you deliver the right content at the right moment.
Engagement Message
Which of these four intent types do you think you use most often when searching?
Navigational Intent happens when people search for a specific website or page. They know where they want to go.
Examples: "Facebook login," "Amazon customer service," "Nike official site." These searchers aren't browsing—they're navigating directly to a destination.
Engagement Message
What's a navigational search you've done recently?
Informational Intent drives people seeking knowledge or answers. They want to learn, understand, or research something without necessarily taking action.
Examples: "how to tie a tie," "what is cryptocurrency," "best time to plant tomatoes." These searches fuel curiosity and education.
Engagement Message
Name one content format that typically satisfies informational intent (e.g., video, guide, quick answer).
Commercial Intent reveals people researching before making decisions. They're comparing options, reading reviews, or evaluating solutions.
Examples: "best smartphones 2024," "CRM software comparison," "Honda vs Toyota reliability." These searchers are in shopping mode but not ready to buy.
