Intent clusterJul 24, 2026·Last updated ·5 min read
Transactional vs commercial vs informational vs navigational intent, explained
Short answer
Search intent falls into four types. Only two — commercial and transactional — reliably produce revenue. The other two build authority and brand.
Key Takeaways
- Informational: 'how to write a business plan' — usually the lowest conversion.
- Navigational: 'notion login' — brand-specific, no opportunity for others.
- Commercial: 'best project management software' — mid conversion.
- Transactional: 'buy monday.com subscription' — usually the highest conversion.
The four search intent types with real examples, typical conversion rates, and which one to target for revenue.
Part of the Buyer Intent SEO cluster
New here? Start with the pillar guide: Buyer intent SEO: the complete guide to attracting buyers, not tire-kickers.
How to spot each type
- Informational: starts with what, why, how, guide, tutorial.
- Navigational: contains a brand name plus login, dashboard, pricing, contact.
- Commercial: contains best, top, review, vs, alternative, comparison.
- Transactional: contains buy, order, book, hire, near me, discount, coupon.
Frequently asked questions
Can a keyword have mixed intent?
Yes. 'CRM software' is ambiguous — Google shows a mix of guides, comparisons and vendor sites. Always check the current SERP before writing.
Which intent should a new site target first?
Commercial. It has enough volume to matter and enough intent to convert while your authority is still growing.
Put this into practice
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