Types of Search Intent: Map Content for AI-Era SEO

 

Decoding the User’s Mind: Types of Search Intent (Informational, Navigational, and Commercial)

Introduction: I’m decoding what searchers actually want (and why it matters)

I learned this lesson the hard way. Early in my career, I used to write comprehensive “ultimate guides” that ranked beautifully for high-volume keywords. The traffic looked great in analytics, but the conversion rate was abysmal. I was celebrating vanity metrics while the business saw zero impact.

The problem wasn’t the keyword volume; it was the search intent. I was serving 2,000-word history lessons to users who just wanted to log in, or pitching a hard sale to someone who was only trying to learn a definition.

Today, understanding the types of search intent—informational, navigational, and commercial—is the single most effective way to stop guessing what to publish. It’s about risk reduction: ensuring the page you build matches the job the user is hiring Google to do.

With the rollout of AI-driven features like Google’s AI Overviews and the rise of zero-click searches, this alignment is no longer optional. If your content doesn’t answer the user’s intent immediately, AI will do it for you—often without sending a single visitor to your site. In this guide, I’ll walk you through a practical framework to identify intent, map it to the right page format, and measure success beyond just rankings.

Quick answer: the 3 main types of search intent

• Informational Intent (Learn): The user wants to acquire knowledge, find an answer, or solve a problem.
  Example: “how to calculate ROI” or “what is schema markup”
• Navigational Intent (Go): The user knows exactly where they want to go and is using the search engine as a shortcut.
  Example: “HubSpot login” or “Kalema pricing”
• Commercial Intent (Evaluate/Buy): The user is investigating products or services with the intention to buy (now or soon).
  Example: “best payroll software for small business” or “Mailchimp vs Klaviyo”

What the “types of search intent” are (plus a fast comparison table)

Search intent is simply the “why” behind the search query. When we strip away the SEO jargon, we are really just asking: What is the user trying to accomplish right now?

While some older SEO models split “commercial investigation” and “transactional” (buying) into two separate buckets, I prefer to group them under Commercial for practical business purposes. Whether someone is comparing options or looking for a checkout page, they are in the buying funnel, and the optimization strategy is distinct from a pure learning query.

Here is a breakdown of how these intents differ in the wild and how you should respond to them.

Intent Type	User Goal	Common Modifiers	Best Page Format	Primary Success Metric
Informational	To learn or solve	Who, what, how, guide, tips, examples, tutorial	Blog post, guide, video, FAQ, glossary	Engagement, scroll depth, assisted conversions
Navigational	To find a specific site	Brand name, login, support, contact, website	Homepage, login portal, support center	CTR, time-to-destination, low bounce rate
Commercial	To buy or compare	Best, top, vs, pricing, review, buy, coupon, near me	Product page, comparison landing page, pricing page	Demo requests, trials, purchases, revenue

Note on overlap: Real life isn’t always neat. A query like “best CRM for startups” is technically commercial (looking for a tool), but the user needs informational content (criteria for choosing) to feel confident. I call these “mixed intent” queries, and they require a hybrid approach.

Informational intent (learn)

This covers the vast majority of searches. Users want answers. In the past, this meant they clicked on the top result. Now, they often get the answer from an AI Overview or a Featured Snippet.

To win here, you can’t just provide data; you need to provide perspective. If I search for “what is a canonical tag,” I want a clear definition first (for the snippet), but I’ll click through if I see a guide that promises to explain how not to mess it up. Trust is the currency here.

Navigational intent (go)

These users are already aware of your brand (or a competitor’s). They are trying to get to a specific destination. Ranking for these terms is usually easy if you are the brand in question, but the user experience is often neglected.

When I search navigationally—say, “Google Search Console login”—I am impatient. I don’t want to read a blog post about the history of the console. I want a big blue button. One wrong click or a slow-loading page, and I bounce immediately.

Commercial intent (evaluate/buy)

This is where the money is made, but it is also the most competitive landscape. Users here are comparing features, checking pricing, and looking for social proof. They are in “risk reduction” mode.

If I search for “best email marketing tool for Shopify,” I am looking for a list, yes, but specifically I am looking for validation. Does it integrate easily? Is the pricing transparent? If your page hides the price or makes me jump through hoops to see the product, I lose trust.

Why intent matters more in 2025: AI overviews, zero-click searches, and shrinking organic clicks

If you have been monitoring your Search Console data lately, you might have noticed impressions going up but clicks staying flat or declining. You aren’t imagining it. The layout of the SERP (Search Engine Results Page) has fundamentally changed.

According to recent industry data, only 40.3% of U.S. Google searches in March 2025 resulted in clicks to organic results. The rest? They went to ads, Google’s own properties, or they ended right there on the results page because the AI answered the question.

This doesn’t mean SEO is dead; it means the lazy version of SEO is dead. If I write a generic definition of a term, Google’s AI will summarize it, and I get zero traffic. To win clicks now, my content needs to go deeper than what an LLM can hallucinate.

What “zero-click” means for beginners

A “zero-click” search happens when a user types a query and gets the answer immediately without visiting a website. Think about checking the weather, a currency conversion, or a quick definition.

I’m guilty of this too. I’ll read the AI overview for a quick fact and move on. However, if the overview is interesting but incomplete, I click the citation. Your goal for informational queries is now two-fold: satisfy the user who just wants a quick answer (brand awareness), and entice the user who needs the full context (click-through).

AEO and GEO (simple definitions I actually use)

You will hear these acronyms thrown around a lot. Don’t let them intimidate you; they are just labels for clarity.

• AEO (Answer Engine Optimization): Formatting your content so chatbots and voice assistants (like ChatGPT or Alexa) can easily read and cite it. Think short, direct answers.
• GEO (Generative Engine Optimization): Optimizing content specifically to appear in AI-generated search results (like Google’s AI Overviews) by using clear structure and authoritative data.

How I identify search intent: a beginner-friendly workflow (with a decision checklist)

I don’t guess intent. I verify it. Even after years in SEO, I am often surprised by what Google thinks a user wants. Sometimes “best X” brings up product pages; other times it brings up educational guides. Here is the workflow I use to classify keywords before I write a single word.

Step 1: Read the query like a sentence (modifiers that give intent away)

Language gives us the first clue. While not 100% accurate, specific words usually signal the stage of the funnel.

• Informational: How, what, who, where, guide, tutorial, tips, examples, resource.
• Navigational: [Brand Name], login, sign up, contact, website, support, pricing (sometimes).
• Commercial: Best, top, vs, review, comparison, buy, cheap, price, near me, alternative.

(Small aside: Words like “best” can be tricky. Sometimes “best movies” is purely informational—you aren’t buying the movie, just looking for recommendations. The SERP confirms this.)

Step 2: Let the SERP tell you what Google thinks the intent is

Google has billions of data points on what satisfies users. I always open an Incognito window (to remove my personal history bias) and search the term.

• AI Overview / Featured Snippet: Almost always Informational.
• Map Pack / Local Pack: Commercial (Local intent).
• Shopping Carousel / Product Grid: Highly Commercial (Ready to buy).
• People Also Ask: Usually Informational.
• Sitelinks under a result: Usually Navigational.

Step 3: Check the top 3 results’ page types (format is a clue)

Look at the blue links. What format are they?

• If the top 3 results are blog posts, do not try to rank a product page. You will fail.
• If the top 3 results are product pages, do not write a 3,000-word history guide.
• If it’s a mix, you have a choice, but usually, the dominant format wins.

I’ve been burned by this before—trying to force a sales landing page into a SERP that was 100% educational. It never ranked higher than page 3.

Step 4: Define the ‘success moment’ (what should happen after the page?)

Before creating content, I ask: “If I’m the searcher, what would feel like progress in the next 30 seconds?”

• Informational success: They learned the definition or fixed the error. CTA: Read related article or sign up for newsletter.
• Navigational success: They landed on the login screen. CTA: None (get out of their way).
• Commercial success: They felt confident enough to start a trial or request a quote. CTA: “Get Demo” or “Buy Now.”

Playbooks: how I build pages that match the types of search intent

Once you know the intent, the structure of the page needs to match it. This is where many content strategies fall apart—using the same template for everything. When I’m scaling content production, I use distinct blueprints for each intent type. This allows me to use tools like the AI article generator to create first drafts that are already structurally sound, which I then refine with human expertise.

Informational intent page blueprint (teach fast, then go deeper)

For these pages, clarity is king. Users (and AI bots) scan for the answer.

• H1: Clear promise (e.g., “How to Fix [Error] in 5 Steps”).
• Opening: Define the answer in the first 2 sentences (the “BLUF” method—Bottom Line Up Front).
• Body: Use H2s for main steps, bullet points for lists, and images/screenshots where possible.
• Trust Signals: Author bio, “Last Updated” date, and citations.
• FAQ Block: Essential for capturing “People Also Ask” slots.

What I appreciate as a reader: I love when a page gives me a “Table of Contents” so I can jump straight to step 3 if I already know the basics.

Navigational intent page blueprint (remove friction)

These pages are functional utility. Do not over-optimize with fluff.

• H1: Brand Name + Function (e.g., “Login to [Platform]”).
• Meta Description: purely descriptive. “Secure login for [Brand] customers. Access your dashboard here.”
• Performance: Speed is critical.
• Links: If they are lost (e.g., forgot password), make the recovery link obvious.

If I’m searching “login,” I don’t want a story—I want a doorway.

Commercial intent page blueprint (comparison, proof, and risk reduction)

Here, the user is skeptical. Your job is to prove value and reduce the fear of making a bad choice.

• H1: Benefit-driven (e.g., “Best [Tool] for [Audience]”).
• Comparison Table: Feature / Who it’s for / Price / Rating.
• Proof: Logos of current clients, “As seen in,” or verified reviews.
• Tone: Confident but objective. Admit who the product is not for to build immense trust.
• CTA: High contrast, specific action (“Start Free Trial” vs “Submit”).

Interesting stat: User intent–aligned titles can lift click-through rate by 17.4% in A/B tests. Small tweaks in framing matter here.

One topic, three intents: a practical example (mini case-style)

Let’s say you sell Project Management Software. You cannot rank for everything with one homepage. Here is how I would map it:

1. Informational Query: “how to manage remote teams effectively”
   Asset: A blog guide featuring tips on communication, meeting cadences, and culture. Soft mention of your tool as a solution.
2. Commercial Query: “best project management software for agencies”
   Asset: A comparison landing page (“Top 5 Tools Compared”). Detailed feature grids. Strong “Get Demo” CTAs.
3. Navigational Query: “[YourBrand] help center”
   Asset: A clean, searchable support subdomain with clear categories and no marketing pop-ups.

Optimizing for AI search outcomes: AEO/GEO formatting, E-E-A-T, and multimodal intent

To future-proof your content, you need to think beyond keywords. AI models consume content differently than humans—they look for structure, confidence, and data connections. This is particularly important if you are using an Automated blog generator to scale; you must ensure the output adheres to these structural standards.

AEO formatting that helps both humans and AI systems

I follow a simple rule: Answer first, explain second.

When asking a question in a header (H2 or H3), the very next paragraph should answer it directly in 2–3 concise sentences. This “citable block” is exactly what AI overviews and chatbots look for to synthesize an answer. Avoid “fluff” intros like “In this increasingly digital world, it is important to know…” Just give the answer.

GEO basics: metadata and structure signals that reduce ambiguity

Generative Engine Optimization is about clarity. I treat this like clarity work—not “gaming the model.”

• Schema Markup: Use FAQPage, HowTo, or Article schema to explicitly tell Google what the content is.
• Consistent Terminology: Don’t switch between “ROI” and “Return on Investment” randomly. Define the acronym once and be consistent.
• Descriptive Headers: Use headers that summarize the section, not clever puns.

Voice and visual search: adjusting intent signals across formats

Voice searches are predicted to account for between 50% and 75% of total searches by 2025. If I ask my phone a question while driving, I want a one-sentence answer, not a 2,000-word essay.

My checklist for multimodal intent:

• Conversational Phrasing: Write like you speak. “How do I fix X?” is better than “X remediation strategies.”
• Alt Text: Describe images clearly for accessibility and visual search.
• Video Transcripts: If you embed a video, include the transcript. AI can read text; it struggles (sometimes) to watch videos fully.

How I measure whether intent is satisfied (SEO + business KPIs)

Rankings are a leading indicator, but they don’t pay the bills. Here is how I actually track if we are nailing the intent.

Intent	Primary KPI	What to Watch
Informational	Engagement Time / Scroll Depth	Are they reading the answer? If time-on-page is 10 seconds, you failed.
Navigational	CTR (Click-Through Rate)	Are people clicking your link when searching your brand?
Commercial	Conversion Rate	Are they starting a trial? (One SaaS increased paid conversions from 2.3% to 6.8% just by aligning the CTA with intent).

A simple testing loop I use (beginner-friendly)

You don’t need expensive enterprise tools. Google Search Console is enough.

1. Pick one page that has high impressions but low clicks (or high traffic but low conversions).
2. Hypothesize the intent mismatch. (e.g., “Users want a definition, but I gave them a sales pitch.”)
3. Adjust the H1 and Intro. Make it match the intent immediately.
4. Wait 2 weeks. Check if CTR or engagement improved.
5. Document the win (or loss).

Common mistakes (and how I fix them) when targeting search intent

I’ve shipped all of these mistakes before. Here is how to avoid them.

Mistake-to-fix checklist

• Mistake: Writing a sales page for an informational query.
  Fix: Write a guide instead, and add a “soft” CTA or a sidebar offer.
• Mistake: Burying the answer 500 words down.
  Fix: Move the “what is” definition to the very top.
• Mistake: Ignoring “People Also Ask” boxes.
  Fix: Add an FAQ section answering those exact questions.
• Mistake: Vague CTAs like “Submit.”
  Fix: Use specific action verbs: “Get My Quote” or “Download Guide.”
• Mistake: No proof or citations.
  Fix: Link to data sources to build E-E-A-T (Expertise, Experience, Authoritativeness, Trust).

FAQs + next steps: applying the framework today (without overcomplicating it)

Let’s wrap up with the most common questions I get about applying this strategy.

FAQ: What are the three main types of search intent?

The three foundational types are Informational (user wants to learn), Navigational (user wants to find a specific site), and Commercial (user wants to evaluate or buy). Some frameworks separate “Transactional,” but for business content, it falls under Commercial.

FAQ: How is AI changing the way content needs to address user intent?

AI summarization tools (like Google AI Overviews) prioritize content that is structured, factual, and concise. To be visible, creators must use clear headings, direct answers (“answer-first” writing), and valid schema markup.

FAQ: What is Answer Engine Optimization (AEO)?

AEO is the practice of optimizing content to be cited by AI chatbots and voice assistants. It focuses on answering specific questions directly and succinctly so AI models can easily extract the information.

FAQ: What is Generative Engine Optimization (GEO)?

GEO involves optimizing content to increase visibility in AI-generated search results. It relies heavily on authoritative signals, clear metadata, and structuring content in a way that Large Language Models (LLMs) find easy to process.

FAQ: Why are zero-click searches significant?

Zero-click searches mean the user got their answer directly on the SERP without visiting a site. While this reduces traffic, it increases the importance of brand visibility within those snippets. If you are cited in the answer, you still gain brand authority.

FAQ: How should content creators adjust for voice and visual search?

Focus on natural, conversational language for voice (questions and direct answers). For visual search, ensure all images have descriptive alt text and that your page context matches the visual elements.

Conclusion & Next Steps

Understanding search intent is the difference between creating content and creating results. To recap:

• Stop guessing: Use the SERP to validate what Google wants to show.
• Structure matters: Build your page blueprint based on the intent (Guide vs. Product Page).
• Adapt for AI: Use clear, structured formatting to win in the era of zero-click search.

Your homework for this week:

1. Audit your top 5 landing pages.
2. Check the SERP for their main keywords.
3. Does your page format match the top results? If not, rewrite your intro and H1 this week.

If you need to scale this process—producing intent-matched drafts that you can then refine and polish—consider exploring the SEO content generator or the AI content writer to help build your foundation faster. Just remember: tools build the draft, but your strategy builds the trust.