The purpose behind a search query — informational, navigational, or transactional.
Ever type something into Google and feel like you are not getting the right results? What if I told you there is a reason for that, and understanding it can completely change your SEO game? I am talking about Query Intent. I have been in this field for 15 years, and I have learned that this is the single most important thing you need to know to create content that actually works. I am going to explain exactly what is Query Intent and give you some simple, actionable tips to make your content a perfect match for what people are looking for. You will walk away with a clear strategy for getting more of the right people to your site.
So, what is Query Intent? It is the reason a person is searching for something online. It is the “why” behind every search query. Google and other search engines classify queries into four main types: informational, navigational, commercial, and transactional. By knowing what a user’s intent is, you can create the right kind of content to perfectly match it, which is the secret to good SEO.
For example, a person searching for “how to bake bread” has an informational intent; they want to learn something. A person searching for “best bread machine” has a commercial intent; they are researching products to buy later. And a person searching for “buy bread machine” has a transactional intent; they are ready to make a purchase. Your job is to create content that fits into one of these categories and gives the user exactly what they want.
How Query Intent Impacts Different CMS Platforms
The principle of Query Intent applies to every website, no matter the CMS. Your platform is just the tool you use to create and organize your content. I am going to show you how to think about this with a few popular platforms. The goal is to make sure every piece of content you create has a clear purpose and a clear intent behind it.
WordPress
WordPress is a great platform for handling Query Intent because you can easily separate content types. I recommend you use blog posts for informational queries, like “how to make a cake.” For transactional or commercial queries, you can use dedicated pages, like “buy kitchen mixers.” This helps you create a clear content strategy.
Shopify
For Shopify, Query Intent is all about your product pages and blog. Your product pages should target transactional and commercial queries, like “buy running shoes.” Your blog should be used for informational and commercial investigation queries, like “how to choose the best running shoes.” This helps you attract people at every stage of the buying process.
Wix
Wix makes it easy to create different kinds of pages, which is perfect for Query Intent. You can have a blog for informational content and a separate page for each of your services. I would recommend you use a clear title and a simple structure for each page to make sure it is a perfect match for a user’s intent.
Webflow
Webflow’s design freedom allows you to build highly targeted landing pages that match specific intents. For example, you can have a page for “web design services for startups” (commercial intent) and a blog post titled “how to choose a web designer” (informational intent). This helps you attract the right kind of visitor with the right kind of content.
Custom CMS
With a custom CMS, you have the most control to build a system around Query Intent. You can create a system that forces your content creators to tag each piece of content with its intent. This ensures that every piece of content you publish has a clear purpose and targets a specific type of searcher, which is great for SEO.
How Query Intent Applies to Different Industries
The concept of Query Intent is the same for every business, but the way you apply it changes depending on what you do. It is all about figuring out what your audience wants and giving it to them. I am going to show you how to do this for a few key sectors.
Ecommerce
In ecommerce, queries are often transactional. They want to buy something. You should use your product pages for these searches. You can use your blog for informational queries, like “how to care for your shoes.” This helps you attract people who are just learning about a product and then guide them to a sale.
Local Businesses
For a local business, queries are often commercial and transactional. People are looking to hire someone. I recommend you use your service pages to target commercial queries, like “plumber Sialkot.” You can use a blog for informational queries, like “signs of a leaky pipe.” This helps you show up for people at every stage of their search.
SaaS
For a SaaS company, queries can be informational, commercial, and transactional. You can use a blog for informational queries, like “what is cloud computing.” Your pricing page should target transactional queries. I also suggest you use a landing page to target commercial queries, like “best project management software.”
Blogs
For a blog, queries are almost always informational. People are looking to learn. I suggest you create very in-depth, helpful articles that answer a specific question. You can use the “People also ask” section in Google to find questions that have a clear informational intent, and then write a post that answers them perfectly.
FAQ Section
What is the difference between informational and transactional intent?
Informational intent is when a person is looking to learn something, like “how to bake bread.” Transactional intent is when a person is looking to buy something, like “buy bread machine.” You need different kinds of content for each type of search.
How can I find out the intent of a query?
The best way is to do a Google search for the query yourself and see what shows up. If you see a lot of blog posts and articles, the intent is likely informational. If you see a lot of product pages and category pages, the intent is likely commercial or transactional.
Can a single page target more than one intent?
It can, but it is often better to create separate pages for different intents. For example, it is better to have a blog post on “how to bake bread” and a separate product page for your bread machine. This makes your content very specific and helps it rank better for each type of search.
Is “search intent” the same as “user intent”?
Yes, they are the same thing. They both refer to the underlying reason a person is searching for something. You might also hear the term “query intent,” which means the same thing. Understanding the intent is the most important part of good keyword research.
