17/02/2026
Once you know your customer’s search intent for a particular keyword, you can start making smarter decisions about your website and build a better experience for your customers.
Here are the five search intents that you can optimise for:
Informational - These searches are top of the marketing funnel, and are generally long tail keywords phrased as questions so creating a guide, answering FAQs or writing a blog post are great ways to target this search intent.
Transactional - They’re looking to spend some of their cold hard cash. Try optimising your product and service pages by adding relevant keywords, and clear calls to action.
Commercial - Similarly to the Informational search intent, they are doing research on a product or service. Here's where having relevant information that guides users to make a purchase is really important.
Navigational - This is where users are trying to find their way around the internet. You might have done this when you’ve googled “Trade Me” or “Instagram”. It might seem stupid simple but make sure to have your business name on your website.
And finally Local - This is normally combined with one of our other search intents. Try adding text about your local area, or country like "Auckland" or " NZ" to help these searchers find you.
