The Different Types of Google Searches

Overview

This blog post breaks down the four main types of Google search intent—navigational, informational, commercial, and transactional—and explains how small businesses can optimize their content strategy to align with each one.

Highlights

• •What Is Search Intent and Why Does It Matter for Small Businesses?
• •Navigational Searches: Helping Customers Find You
• •Informational Searches: Educating Your Audience
• •Commercial Searches: Winning Over Shoppers
• •Transactional Searches: Capturing Customers Ready To Take Action
• •How to Identify Which Search Types Your Customers Use

Introduction

Understanding how people search online is one of the most powerful tools small businesses can use to attract the right customers. Not every Google search means the same thing—some people are ready to buy, others are doing research, and many are just trying to find a specific website.

By recognizing the real reason behind a person’s query, businesses can create content that truly matches what the searcher wants and turn clicks into customers.

What Is Search Intent and Why Does It Matter for Small Businesses?

Imagine someone typing “best plumber near me” into Google. What are they really looking for? It’s likely not a definition of what plumbers do—they’re probably standing ankle-deep in water, hoping to find someone local who can fix a burst pipe fast.

That motivation behind the search is what marketers call search intent.

Why Does Search Intent Matter?

Think of your website like a storefront. You don’t want to offer product brochures to someone who just needs directions or a lengthy explainer to someone with their credit card already in hand.

When your content matches what the visitor actually wants, you:

• •Show up in the right search results: Google aims to serve the most relevant content to users. Aligning with search intent helps your site rank better, especially when competing against larger businesses.
• •Get better-quality traffic: Not every visit to your site is equal. When your pages match what people intend to find, you’re not just getting more traffic—you’re getting better People stick around longer, explore more pages, and take action.
• •Improve conversion rates: Whether you’re aiming for more phone calls, quote requests, or direct sales, intent-focused content brings in the people who are most likely to act.

Pro Tip: Search intent isn’t about tricking Google—it’s about helping your customers. The better you understand what your audience wants, the more useful (and visible) your business becomes.

Navigational Searches: Helping Customers Find You

Ever had someone call your business and say, “I couldn’t find your website”? That’s often a navigational search gone wrong.

Navigational searches happen when people already know who or what they’re looking for. They just need help getting there. Think of it as someone using Google as a shortcut to reach your site instead of typing in the exact URL.

What Are Navigational Searches?

Navigational searches are queries where the user is specifically looking for a particular brand, website, or service provider. They aren’t exploring their options or seeking general information—they’ve already decided on you (or someone else) and just need the fastest route.

Examples of Navigational Search Terms

• •“LinkNow Media homepage”
• •“Nike website”
• •“Starbucks menu”
• •“Joe’s Plumbing phone number”

When Should Small Businesses Optimize for Navigational Searches?

If people are already searching for your business by name—whether it’s from word-of-mouth, social media, or an ad they saw—you must make sure your online presence is easy to find. Even if you’re still growing, it’s worth optimizing now so you’re ready when people start looking.

How Can You Optimize for Navigational Searches?

• •Rank for your business name: Make sure your website ranks #1 when someone searches your business name. This usually means having your business name in the title tag, homepage header, and meta description of your website.
• •Keep NAP info consistent everywhere: Your name, address, and phone number should be identical across your website, Google Business Profile, Facebook, and directories like Yelp, YellowPages, and BBB. Inconsistent info confuses Google—and your customers.
• •Set up or claim your Google Business Profile: This is a must. A properly optimized Google Business Profile makes it easy for customers to find directions, call you, check reviews, or visit your site—all from one search.
• •Create branded social media accounts: Facebook, Instagram, and even LinkedIn pages often rank highly for branded searches. Even if you don’t use social media heavily, having the accounts helps control what people find.

Informational Searches: Educating Your Audience

Not every search on Google starts with buying in mind. In fact, most people begin their journey by asking a question. That’s where informational searches come in. They’re a golden opportunity for small businesses to show up, stand out, and build lasting relationships.

What Are Informational Searches?

Informational searches happen when someone is looking for answers, ideas, or explanations—not products or services yet. They’re gathering information, trying to understand a topic, solve a problem, or learn something new. Google is their go-to guide and your business can be the trusted voice that answers their questions.

Examples of Informational Seach Terms

• •“What is stamped concrete?”
• •“How to get more Google reviews for my business”
• •“How often should gutters be cleaned?”
• •“What does the check engine light mean?”

When Should Small Businesses Optimize for Informational Searches?

The best time to target informational searches is when your business is focused on growth, visibility, and long-term customer relationships rather than just immediate sales. You should also consider targeting informational intent if your customers often need to be educated before making a purchase. For example, a landscaping company might need to explain lawn dethatching before a homeowner can make an informed decision.

How Can You Optimize for Informational Searches?

• •Write detailed, helpful content: Go beyond surface-level answers. Share insights, break down steps, offer real examples—anything that shows you know your stuff.
• •Create strong FAQ pages: Answering common questions in your content can earn you a spot in Google’s “People Also Ask” boxes or rich snippets. That means more real estate in search results, which leads to more clicks.
• •Add visuals: Infographics, step-by-step illustrations, and short videos increase engagement and make complex topics easier to understand.
• •Be specific: Instead of writing a general “lawn care guide,” try “how to prepare your lawn for winter in [your city]” for localized impact and better relevance.

Commercial Searches: Winning Over Shoppers

When someone types “best HVAC company near me” into Google, they’re likely shopping but haven’t picked a provider yet. That’s why businesses should optimize for commercial searches. This type of search signals strong buying interest and a readiness to choose, which makes it one of the most valuable stages in the customer journey.

What Are Commercial Searches?

Commercial searches are conducted by users who know what they need, but haven’t yet decided who to buy it from. They’re evaluating their options, reading reviews, comparing features, and searching for proof that they’re making the right call.

Examples of Commercial Search Terms

• •“Top-rated landscaping companies in Boston”
• •“Affordable SEO services for small businesses”
• •“Best Italian restaurant in Dallas”
• •“Budget-friendly auto repair shop”

When Should Small Businesses Optimize for Commercial Searches?

If you offer a service or product that’s commonly compared (and most are), targeting commercial intent is essential. It’s your chance to get in front of people who are close to buying but need a nudge in your direction.

How Can You Optimize for Commercial Searches?

• •Use comparison charts: Break down the differences of your business and why you stand out against the competition. Visuals like tables make it easy to highlight what makes you the better choice.
• •Showcase testimonials and case studies: Social proof helps build trust. Real reviews and success stories show that others have had a positive experience with your business.
• •Include service and location keywords: “Top-rated fence installation in Dallas” beats “top fence installers” for local search. Be specific so your content matches what searchers in your area are actually looking for.
• •Use commercial modifiers: Include terms like “top-rated,” “best,” “affordable,” “compare,” or “review” in your headlines and subheadings to match common commercial intent phrases.

Transactional Searches: Capturing Customers Ready To Take Action

You’ve probably heard the phrase “strike while the iron is hot.” In the world of online marketing, transactional searches are that red-hot moment. These are the searches that signal one thing loud and clear: “I’m ready to buy.”

What Are Transactional Searches?

Transactional searches come from users who are no longer researching—they’ve made their decision and are looking for a way to act on it immediately. These are your book-now, buy-now, call-now moments. It’s where your website has the greatest potential to convert.

Examples of Transactional Search Terms

• •“Schedule pest control service”
• •“Buy a new website”
• •“Book hair salon appointment”
• •“Order business cards with fast shipping”

When Should Small Businesses Optimize for Transactional Searches?

If you offer any product, service, or action-based outcome—like scheduling, calling, or purchasing—then optimizing for transactional searches is a must. This content belongs on landing pages, quote request forms, and “Contact Us” pages. These are the pages that should make it as easy as possible for the user to take the next step.

How Can You Optimize for Transactional Searches?

• •Use clear, direct calls to action: Don’t leave users guessing. Use action phrases like “buy now,” “book a free estimate,” “get started,” or “call today.” Place them prominently throughout the page.
• •Optimize your landing pages: Transactional intent needs fast, focused landing pages. Eliminate clutter, highlight key benefits, and keep the path to conversion short and simple.
• •Be transparent with pricing: If possible, include pricing or at least a range. Users close to purchase often abandon pages that are vague about cost.
• •Make mobile the priority: Many transactional searches happen on the go—especially “near me” queries. Make sure your site is fast, mobile-friendly, and easy to navigate.

How to Identify Which Search Types Your Customers Use

Now that you understand the four main types of Google searches, you might be wondering: “how do I know which ones my customers are using?” The answer lies in data. Thankfully, you don’t need a degree in analytics to uncover valuable search insights.

Here are a few simple tools that can help you decode your customers’ intent and adjust your content strategy accordingly:

• •Google Search Console: This is a free tool that shows you the exact terms people are using to find your website. It breaks down things like the keywords driving impressions, your average ranking, and which pages are showing up for different queries.
• •Google Trends: This shows how popular a keyword or topic is over time. You can compare terms, filter by location, and even see what’s trending now.
• •AnswerThePublic: This visual tool collects autocomplete suggestions from Google and organizes them into categories like “how,” “what,” “when,” and “why.” This is perfect for identifying informational and commercial intent keywords.
• •Talk to your customers: Sometimes, the best keyword insights come from real conversations. Ask your customers things like “What did you search before finding us?” or “What questions did you have before calling?”

Turn Searchers Into Customers With LinkNow

Mastering the different types of Google search intent provides your small business with a competitive advantage. When your content speaks directly to what your customers are looking for at every stage of their journey, you’ll be more likely to grab their attention and bring them to the next stage of the process.

At LinkNow, we specialize in crafting strategic, search-optimized content that aligns with every type of user intent. If you’re ready to start educating, persuading, and converting your target audience, we encourage you to get in touch with our team.