Search Intent Optimisation (SIO)

Informational intent is when someone’s looking to understand — not purchase. Their goal is to learn, research, or explore a topic, rather than hire a service or buy a product (yet).

People with informational intent might be:

• Looking for practical advice or how-to instructions
• Trying to solve a specific problem
• Comparing approaches or methods
• Seeking general information before taking action

Example search: “What causes damp in old houses?”

At this stage, users aren’t ready to convert — but they’re building the knowledge that leads to future decisions. The goal is to become their trusted source before they even realise they need your service.

What to offer:

• Helpful blog posts that answer real-world questions
• Step-by-step how-to guides
• Simple explainers written in plain English
• FAQ sections that address common concerns

Pro tip: Optimise for featured snippets by structuring answers clearly, using bullet points, and giving the direct answer near the top of your content.

Navigational intent is when a user already knows who they’re looking for — they’re simply using Google to get there faster. It’s less about discovery and more about direction.

People with navigational intent may be:

• Looking for a specific brand or service provider
• Trying to log in to an account or dashboard
• Searching for a branded product or support page
• Trying to avoid typing a full URL

Example search:
“British Gas boiler repair contact number”

At this stage, users aren’t exploring options — they already have you in mind. Your job is to make sure they land on the right page quickly.

What to offer:

• A well-optimised homepage with clear brand signals
• Branded service or login pages with accurate titles and meta descriptions
• Structured navigation that helps users find what they need in one click
• Internal links from your blog and FAQs pointing to key pages

Pro tip:
Include your brand name in title tags, headings, and URLs where relevant — and keep your Google Business Profile updated for branded searches.

Commercial intent describes users in research mode — they’re actively comparing options before making a decision. They’re not quite ready to buy, but they’re close. This is a high-stakes stage where clear, credible content can persuade them to choose you.

People with commercial intent may be:

• Comparing providers, features, or pricing
• Looking for reviews or testimonials
• Evaluating value for money
• Exploring the benefits of one service over another

Example search:
“Best SEO agency for small businesses UK”

At this stage, users want reassurance — not a hard sell. They’re looking for proof, clarity, and confidence before they commit.

What to offer:

• Honest comparison pages (even if competitors are mentioned)
• Case studies and customer reviews with real results
• Transparent service breakdowns and pricing guides
• Benefit-led blog posts and landing pages that highlight value

Pro tip:
Use terms like “vs,” “best,” and “top” naturally in your content. Structure pages for snippet eligibility using bullet points, FAQs, or comparison tables.

Transactional intent describes users who are ready to act — whether that’s buying, booking, calling, or submitting an enquiry. They’ve done their research, they know what they want, and they’re looking for the fastest route to getting it.

People with transactional intent may be:

• Ready to make a purchase
• Looking to book a service immediately
• Searching for a contact form or phone number
• Trying to complete a task with minimal friction

Example search:
“Book emergency plumber in Sheffield”

At this stage, any delay or distraction can cost you the sale. Your content should remove barriers and make it as easy as possible to convert.

What to offer:

• Dedicated landing pages for each service, location, or product
• Clear, compelling calls to action (e.g. “Call Now”, “Book Today”, “Get a Quote”)
• Prominent contact forms, phone numbers, or booking buttons
• Fast-loading, mobile-friendly layouts with zero distractions

Pro tip:
Use action-based keywords in meta titles and headings (e.g. “Book an Emergency Plumber in Sheffield – 24/7 Response”) and add structured data to improve visibility in local and service-intent results.