Understanding Search Intent In SEO | Informational Vs Commercial

I still remember the sting of my first major SEO failure. I really do.

Years ago, I jumped in and launched a small e-commerce site. I was selling high-end hiking gear, and I spent months writing what I thought was brilliant content. I hammered keywords like “best hiking boots” and “waterproof hiking boots.” The traffic started to trickle in, and I was ecstatic. But there was one massive problem.

Nobody was buying.

My traffic was climbing, but my conversion rate was a big, fat zero. It was a soul-crushing experience. I was doing everything “right,” at least according to the old SEO playbooks. I had the keywords. I had the backlinks. I had “optimized” content. What I didn’t have was a clue about why people were searching for those terms.

My “best hiking boots” page was just a product grid. A flat, boring category page pushing people to buy. But visitors weren’t looking to buy. Not yet, anyway. They were looking for reviews, comparisons, and real guides. They wanted information, and I was giving them a sales pitch. This costly mistake taught me the most important lesson in digital marketing: keywords get you seen, but intent gets you sales. This is the entire foundation of understanding search intent in SEO. It’s not just another tactic; it’s the whole game.

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Key Takeaways

• Search Intent is the “Why”: It’s the real reason or goal a user has when they type something into a search engine.
• Google’s #1 Goal is Relevance: The search engine’s entire business model is built on giving you the most relevant answer to your query. Matching intent is how you prove you’re relevant.
• Informational Intent = “I want to KNOW.” These folks are looking for answers, guides, or definitions. They’re at the top of the sales funnel.
• Commercial Intent = “I want to DO/BUY.” This bunch includes users researching products (Commercial Investigation) and those ready to pull the trigger (Transactional).
• Mismatching Intent is a Death Knell: Sending a user who wants to learn to a page that wants to sell is a recipe for disaster. It leads to high bounce rates, low conversions, and tells Google your page is a poor result.
• E-E-A-T and Intent are Linked: You can’t show Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) without first proving you understand what your audience actually wants.

So, What Exactly Is This “Search Intent” Thing Everyone Talks About?

Let’s ditch the jargon for a second.

Imagine your website is a real, physical, brick-and-mortar store. Search intent is just figuring out why a person just walked through your front door.

Did they pop in to ask for directions to a nearby landmark? (That’s Informational). Are they here to compare the features of two different blenders you sell, reading the boxes? (That’s Commercial Investigation). Did they walk straight to the register holding the exact product they want, credit card out? (That’s Transactional). Or are they just looking for “Bob’s Blender Store” specifically? (That’s Navigational).

If you treated all those customers the same way—by immediately trying to shove a blender into their hands—you’d fail. The first person would be annoyed, the second would feel rushed, and only the third would be happy. Search intent is the art and science of being that helpful store clerk who can read a customer’s body language, not the pushy salesperson. In the digital world, the “question” is their search query, and your “answer” is your page. Getting this right is the absolute core of understanding search intent in SEO.

Why Should I Even Bother With Search Intent? Isn’t SEO Just About Keywords?

I can answer this one from the heart. As I said, my first hiking gear site was a masterclass in failure. Why? Because I believed SEO was just a keyword-matching game. I truly thought if I just put “best hiking boots” on a page enough times, Google would rank me, and people would buy.

I was completely, painfully wrong. It cost me months of wasted effort.

Here’s the hard truth: Google is not a dictionary. It’s an answer engine. Its entire algorithm, especially with powerful updates like RankBrain and BERT, is designed to understand the meaning and context behind a query. Not just the words. Google’s job is to deliver the most satisfying, relevant result it can find.

When you mismatch intent, you create a terrible user experience. That user who searched “how to choose hiking boots” (Informational) and landed on my product grid (Transactional)? They hit the “back” button in seconds.

That’s a “bounce.”

When Google sees users bouncing from your page over and over, it gets a powerful signal: “This page is not a good answer for this query.” As a result, your rankings will plummet. It doesn’t matter how many keywords you stuffed in. This is where E-E-A-T becomes so critical. You can’t establish Expertise or Trust if you’re fundamentally misunderstanding what your audience needs from you.

The “Just Looking” Crowd: What is Informational Intent?

This is the big one. The vast majority of searches on the internet are informational. These are people who have a question and want an answer. They’re curious. They want to learn something, solve a problem, or just satisfy a “what if.” They are at the very top of the sales funnel (ToFu). Many of them don’t even know they need a product or service yet.

Their queries are often, but not always, phrased as questions. Think “who,” “what,” “where,” “when,” “why,” and “how.” But they can also be simple topics, like “SEO” or “French Revolution.” The user isn’t looking to buy “SEO”; they want to know what it is. They’re looking for knowledge.

Trying to sell to this person is like proposing on the first date.

It’s too soon. It’s aggressive. It just doesn’t work. Your goal here isn’t to make a sale. Your goal is to be the most helpful, comprehensive, and authoritative resource you can possibly be.

How Do I Spot an Informational Query?

This is where you put on your detective hat. The clues are all over the search query itself and, just as importantly, on the Search Engine Results Page (SERP). First, look at the query. Does it have “trigger” words?

• how to
• what is
• why do
• guide
• tutorial
• tips
• ideas
• learn
• example
• resource

If you see these, you’re almost certainly looking at informational intent. But the real crystal ball is the SERP. Go ahead, open an incognito window and Google your term. What do you see? Are the top 10 results all blog posts? Are they “ultimate guides”? Is there a Wikipedia page? Does Google show a “Featured Snippet” at the top, directly answering a question? Is there a “People Also Ask” (PAA) box?

These are all flashing neon signs from Google. They’re screaming “This is an informational query!” The search giant is literally showing you the kind of content it believes satisfies the user.

What Kind of Content Wins for Informational Intent?

Since you’re not trying to sell, you need to create content that teaches. This is your big chance to build trust and establish your brand as an expert in your field. This is the content that attracts backlinks, gets shared on social media, and builds your E-E-A-T profile.

Your go-to formats for informational intent are:

• In-Depth Blog Posts: The classic “How-to” guide (“How to Train for Your First 5K”), the “Ultimate Guide” (“The Ultimate Guide to Container Gardening”), or the “What is” article (“What is Phishing and How to Prevent It?”).
• Listicles: People love numbered lists. “10 Ways to Improve Your Sleep,” “7 Common Lawn Care Mistakes,” etc.
• Infographics: Great, highly visual, shareable content that breaks down complex topics.
• Videos: Especially for “how-to” queries, a video tutorial is often the best possible answer.
• Glossaries: A simple page defining all the key terms in your industry can be incredibly valuable.

The goal is simple: be the teacher. Answer the user’s question so completely and clearly that they have no need to hit that “back” button.

The “Ready to Spend” Crowd: What is Commercial Intent?

Okay, now we’re moving down the funnel. Commercial intent covers users who are officially in the market for a product or service. They’ve moved past the “what is it” stage and are now squarely in the “which one should I get” or “where can I get it” stage. These users are, from a direct-sales perspective, significantly more valuable. They have a high likelihood of purchasing.

Soon.

This is where understanding search intent in SEO gets a little more nuanced. Many experts, myself included, find it essential to split “commercial intent” into two distinct sub-categories. Why? Because a user researching a purchase has a very different need than a user making a purchase. Treating them the same is just as bad as mixing up informational and transactional. The two sub-categories are Commercial Investigation and Transactional Intent.

Let’s Break That Down: Commercial Investigation vs. Transactional Intent

Think back to that person in your store looking at blenders. They’re not just browsing. They have a commercial goal. But they’re not at the register yet. They’re picking up boxes, reading features, and looking at prices. This is Commercial Investigation.

The person who walks in and says, “I’ll take that specific model in black,” is Transactional.

You’d talk to them differently, right? Your content needs to do the same.

What Does “Commercial Investigation” Look Like?

This user has a problem, and they know a product or service is the solution. They just don’t know which one to choose. They are in full-on comparison mode. They’re hunting for reviews, opinions, and analysis to help them make the smartest decision. They are in the middle of the funnel (MoFu).

Their query keywords are your best clue:

• best (e.g., “best wireless earbuds 2025”)
• review (e.g., “Honda CR-V review”)
• vs or versus (e.g., “iPhone 15 vs. Google Pixel 8”)
• comparison
• top 10
• alternative (e.g., “Slack alternative”)

They want to feel confident in their choice before they pull out their wallet. Your job is to be the trusted, experienced advisor who guides them to the right decision.

How Do I Create Content for Commercial Investigation?

This is where your E-E-A-T, especially the “Experience” part, truly shines. Google wants to see that you’ve actually used the products you’re recommending.

• In-Depth Reviews: Don’t just list features. Talk about your experience. What did you love? What did you hate? Who is this product for? Show, don’t just tell. Use your own photos and videos.
• Comparison Posts: Put two or more products head-to-head. Use a comparison table to make it easy to see the differences. Be honest. It’s okay if your preferred product has a few cons. That honesty builds trust.
• “Best Of” Listicles: This is the bread and butter. “The 5 Best Laptops for College Students.” Go into detail on why each one made the list and who it’s best for.
• Buyer’s Guides: This can be a hybrid page. It might start as informational (“How to Choose a Laptop”) and then flow directly into commercial investigation (“Our Top Picks for This Year”).

Your goal is to help the user decide.

And What About Pure “Transactional Intent”?

This is it. The bottom of the funnel (BoFu). This user has made their decision. They are ready to act. They want to buy, sign up, book, or download. Their mind is made up, and they are just looking for the path of least resistance to complete the action.

The keywords are pointed and direct:

• buy (e.g., “buy Nike Air Max 90”)
• purchase
• order
• coupon
• discount
• deal
• free trial
• subscribe
• for sale
• near me (e.g., “plumber near me”)

These queries often include brand names, specific product models, and locations. The user’s intent is crystal clear: “I want to transact. Now.”

What Content Wins for Transactional Intent?

Please, for the love of all things holy, do not send this user to a blog post. This is the exact mistake I made with my hiking boot site. Sending a “buy now” user to a 3,000-word article is a fantastic way to lose a sale. You need to send them to a page that facilitates the transaction.

• Product Pages: An e-commerce product page with clear images, a description, a price, and a big, obvious “Add to Cart” button.
• Service Pages: A page that clearly outlines your service, with a “Get a Quote,” “Book Now,” or “Contact Us” call-to-action (CTA).
• Category Pages: For a slightly broader query like “men’s running shoes,” a well-organized category page is the right fit.
• Pricing Pages: For B2B or SaaS, this is often the final stop.
• Sign-Up/Demo Pages: For a “free trial” query.

The goal here is conversion. The design must be clean, the CTA unmissable, and the process as frictionless as possible.

The Cardinal Sin: What Happens When I Mismatch Intent?

Let’s revisit my tragic hiking boot story. It’s the perfect case study of what not to do. I was ranking for “best hiking boots” (a Commercial Investigation query) but sending users to a category page (a Transactional page). It was a total, complete mismatch.

Here’s exactly what happens when you get it wrong:

1. Your Bounce Rate Skyrockets: A user searches “how to tie a tie” (Informational). They click your link and land on a product page selling silk ties (Transactional). They’re confused. They’re annoyed. They immediately hit the “back” button. That bounce tells Google your page is a bad answer.
2. Your Conversion Rate Dies: The few people who do land on your page are the wrong audience. The person looking for a guide isn’t ready to buy. The person ready to buy can’t find your product page because it’s ranking for the wrong term. You’ve created a business model that is perfectly designed to fail.
3. You Waste Time and Money: All the effort you put into creating that content, building those links, or even paying for ads to that page… it’s all completely wasted. You’re effectively shouting a sales pitch into an empty room.
4. Google Demotes You: This is the killer. Google’s algorithms are built to detect this. When it sees users bouncing, it concludes your page is a poor fit for the query. It will then promote a competitor’s page—perhaps a blog post that actually answers the user’s question—above yours. You’ve not only failed to rank, you’ve helped your competitor win.

How Do I Figure Out the Intent for My Keywords?

The great news is that you don’t have to guess. Google gives you all the answers. You just have to know where to look. Understanding search intent in SEO is less about “hacking” and more about “observing.”

Step 1: Just Google It (No, Seriously)

This is the most important step. It’s the one most people skip. Open an incognito browser window (so your results are unbiased) and type in your keyword. Now, look at the first page. Don’t just look at the titles. Look at the types of pages that are ranking.

• Are the top 10 results all blog posts, guides, and “what is” articles? Google is telling you the intent is Informational.
• Is it a sea of product pages from e-commerce stores? The intent is Transactional.
• Is it a mix of “Best Of” lists, in-depth reviews, and comparison articles? The intent is Commercial Investigation.
• Is the first result the brand’s homepage? It’s likely Navigational.

The SERP is your crystal ball. It is the single source of truth for search intent.

Step 2: Look at the SERP Features

Google doesn’t just give you 10 blue links. It populates the page with all kinds of special features, and these are massive clues.

• People Also Ask (PAA) Box: A box full of questions related to your query? This screams Informational.
• Featured Snippet: A box at the very top with a direct answer to a question? Pure Informational.
• Local Pack (Map): A map showing three local businesses? This is “near me” intent, which is highly Transactional.
• Shopping Ads (Product Listing Ads): A carousel of products you can buy? Google thinks you’re in a shopping mood. Transactional/Commercial.
• Video Carousel: A row of videos? These are very often “how-to” tutorials, pointing to Informational intent.
• Top Stories: News articles? This is informational, specifically News-based intent.

By just looking at the layout of the SERP, you can diagnose intent in seconds.

Step 3: Analyze the Top-Ranking Content

This is the final-boss move. Don’t just see that a blog post is ranking. Open the top 3-5 results and analyze why. What is the format of the content?

• If the query is “best running shoes,” are the top results just lists? Or do they have in-depth reviews, testing methodology, pros and cons, and a comparison table?
• If the query is “how to start a blog,” does the winning content have step-by-step instructions? Does it include screenshots? Does it have an embedded video?

You’re not just looking to match the intent. You’re looking to match the format that users and Google have already decided is the most helpful. Then, your job is to create something even better, more comprehensive, and more helpful.

Can a Single Piece of Content Serve Two Intents?

This is a fantastic question, and the answer is a resounding yes.

But you have to be smart about it. You can’t just smash two intents together and hope for the best. The most effective way to do this is to create a “hybrid” piece that logically guides the user from one stage to the next.

The most common and powerful hybrid is the Informational + Commercial Investigation piece.

Think about a query like “how to choose a hiking boot.” The primary intent is informational. But what is the user’s next logical question? It’s probably, “Okay, so… which boots are good?”

You can create an “Ultimate Guide” that starts by answering the informational query.

1. Part 1 (Informational): You teach them everything they need to know. What’s the difference between hiking shoes and hiking boots? What do “waterproof” and “water-resistant” really mean? How do you get the perfect fit? You can even link out to an authoritative resource on hiking safety, like this one from Penn State Extension on hiking safety, to build credibility.
2. Part 2 (Commercial Investigation): After you’ve fully answered their question and built trust, you pivot. “Now that you know what to look for, here are our top 5 hiking boot picks for 2025 based on our field testing.”

This is an E-E-A-T powerhouse. You demonstrate Expertise (you know the topic), Authoritativeness (you’re a comprehensive resource), Trust (you taught before you “sold”), and Experience (you actually tested the boots).

Putting It All Together: How Do I Build an Intent-Based Content Strategy?

Stop thinking about keywords in a spreadsheet. Start thinking about your customer’s journey. A winning content strategy doesn’t just target one type of intent; it builds a comprehensive resource hub that serves users at every single stage.

Start with Your “Money” Pages (Commercial/Transactional)

First, identify the keywords that lead directly to a sale. These are your “buy,” “order,” “service,” and “near me” terms. The content for these will be your product pages, service pages, and e-commerce category pages. Optimize these for conversion above all else. They are the foundation of your revenue.

Then, Build Your “Trust” Pages (Commercial Investigation)

Next, build the pages that feed your money pages. These are your “best,” “review,” and “vs” articles. This content is designed to capture users in the decision-making phase. Every one of these articles should be a trusted, unbiased (or at least transparently-biased) guide that helps the user choose. And, of course, these pages should have clear internal links and CTAs pointing the user to your transactional “money” pages. They are the bridge from research to purchase.

Finally, Build Your “Authority” Pages (Informational)

This is your top-of-funnel. This is how you introduce your brand to a massive new audience that doesn’t even know you exist yet. Use tools like the “People Also Ask” box to find all the questions your potential customers are asking. Create the ultimate “how-to” guides, the “what is” definitions, and the “why” explainers. These pages will attract links, build your E-E-A-T, and establish you as a leader. Then, you place subtle internal links from these posts to your “trust” pages.

Here’s what that funnel looks like in practice:

• Informational Page: “The Beginner’s Guide to Drip Irrigation” (This attracts a new homeowner who just wants to learn.)
• Commercial Page: This post then links to “The 5 Best Drip Irrigation Kits of 2025.” (The user is now investigating solutions.)
• Transactional Page: That review list links directly to your “Product Page: The ‘Easy-Garden’ Drip Kit.” (The user is now ready to buy.)

You’ve successfully guided a user from “I have a problem” to “I have your solution,” building trust every step of the way.

Understanding search intent in SEO isn’t just another buzzword. It’s a fundamental shift in perspective. It’s the difference between being a digital billboard that people ignore and being a trusted guide that people seek out.

Stop chasing keywords. Start answering questions. Start solving problems.

The algorithm will reward you. More importantly, your customers will thank you for it. And they’ll do it with their loyalty and their wallets.

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