Types of search intents in SEO: mastering the key categories

Understanding the type of search intent is now crucial for maximising your SEO performance and increasing conversions from your website content. For a comprehensive overview, we recommend reading our main article on search intent, which explores how to segment keywords according to the customer journey and the drivers of digital transformation.

Type of search intent: understanding user needs to optimise your SEO strategy

Definition and classification

The type of search intent refers to the underlying purpose that prompts a user to enter a query into a search engine. This concept goes far beyond simply choosing keywords: it’s about identifying the need, question or action behind the search. There are four main categories: informational, commercial, transactional and navigational.

Key differences between the four main categories

Informational intent is at the start of the journey: the user is seeking information or a solution to a problem. Commercial intent involves comparing options and looking for reviews before making a decision. Transactional intent shows a readiness to act: to buy, subscribe or request a quote. Navigational intent is about finding a specific website or page directly.

Practical examples for each type

• Informational: “How can I improve my organic search ranking?”
• Commercial: “SEO tools comparison 2026”
• Transactional: “Request an SEO quote”
• Navigational: “Incremys login”, “Client dashboard”

Accurately identifying the type of search intent allows you to create content that meets each need and guides potential customers towards conversion.

How to adapt your content to different search intents?

The most effective content formats

A successful SEO strategy depends on aligning user intent with the right type of content. For informational intent, focus on guides and tutorials. Commercial intent is best addressed with comparisons and customer reviews. For transactional intent, optimise your product pages and landing pages. For navigational intent, ensure your site structure is clear and key pages are easy to find.

Using Incremys personalised AI to create targeted content

Incremys’ personalised AI technology enables you to generate unique content tailored to each type of search intent. With editorial automation, you can segment topics, personalise text to your brand DNA, and boost user engagement with a range of formats: articles, product pages, FAQs and videos. Watch our video for more:

Integrating data from Google Search Console and Google Analytics with Incremys modules

To fine-tune your strategy in real time, analysing data from Google Search Console and Google Analytics—both natively integrated into the Incremys 360° SEO SaaS platform—lets you identify high-potential queries, automatically categorise search intents and map the user journey. This ensures your content is always relevant and delivers maximum ROI.

For regular updates on SEO trends, content strategy and automation, explore all our articles on the Incremys Blog.

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