When someone searches “emergency plumber near me” at 2 AM, they’re not looking for a blog post about plumbing history. They want a phone number, fast. That’s search intent in action.
Search intent is the why behind every Google search. It’s what the person typing into that search bar is actually trying to accomplish. Understanding search intent is the difference between creating content that brings in customers and content that wastes your time.
Every page we build at LocalCatalyst starts with one question: What does the searcher want? Answer that question better than your competitors, and you rank. Ignore it, and you’re invisible — even with perfect keywords.
This guide breaks down what search intent is, why Google cares about it, and how we use it to create content that actually brings your business leads.
What Is Search Intent?
The Simple Definition
Search intent is what the searcher wants to accomplish when they type something into Google. It’s their goal. Their problem. Their reason for searching.
Google’s job is to match results to that intent. Your job is to create content that fulfills that intent better than anyone else ranking on page one.
Think of it like this: Someone walking into your store might be browsing, asking questions, or ready to buy right now. Search intent is the online version of that. You wouldn’t pitch a sale to someone just browsing for ideas, and you wouldn’t give a lecture to someone who’s ready to hire you. The same logic applies to your website.
When your content matches what people are searching for, two things happen:
- Google ranks you higher (because you’re giving searchers what they want)
- Visitors convert faster (because they found exactly what they needed)
Why Google Cares About Intent
Google doesn’t just match keywords anymore. They analyze user behavior: what people click, how long they stay on a page, whether they bounce back to search again (called “pogo-sticking”).
If people don’t get what they want from a search result, Google changes the results. That’s why you can’t just stuff keywords on a page and expect to rank. If your content doesn’t match intent, Google will replace you with someone whose content does.
Here’s a quick test: Search “pizza” on Google. You don’t get a Wikipedia article about the history of pizza. You get local restaurants, menus, and reviews. That’s because Google knows people searching “pizza” want to eat, not read. Google has already figured out the intent — your job is to match it.
The 4 Types of Search Intent
Every search falls into one of four categories. Understanding which one your customers are using helps you create the right content.
Informational Intent — “I Want to Learn”
The searcher wants knowledge, not to buy anything. They’re researching a problem, looking for answers, or trying to understand how something works.
Examples:
- “how to unclog a drain”
- “what is TMJ”
- “best type of flooring for kitchens”
Content type: Blog posts, how-to guides, educational articles
Business value: Informational content builds trust and captures people early in the research phase. They’re not ready to hire you today, but when they are, you’re the expert they remember.
LocalCatalyst approach: We write educational content that positions you as the expert, then guides readers toward your services with internal links and soft CTAs. A plumber’s blog post about “signs your water heater is failing” naturally leads to a “water heater replacement” service page.
Navigational Intent — “I Want to Find a Specific Place”
The searcher already knows what they’re looking for. They’re trying to get to a specific website, location, or business.
Examples:
- “Yelp”
- “Home Depot near me”
- “[your business name]”
Content type: Homepage, branded pages, location pages
Business value: This captures people already looking for you (or businesses like yours). If someone searches your business name, you better rank #1.
LocalCatalyst approach: We optimize your branded pages, location pages, and Google Business Profile so when someone searches for you, they find you immediately — with the right phone number, hours, and a clear way to contact you.
Transactional Intent — “I’m Ready to Buy or Hire”
The searcher is decision-ready. They want to book an appointment, hire a service, or make a purchase.
Examples:
- “hire electrician Chicago”
- “book teeth cleaning”
- “order catering”
Content type: Service pages, booking pages, pricing pages
Business value: This is your highest-converting traffic. These people aren’t browsing — they’re ready to take action.
LocalCatalyst approach: We build service pages optimized to convert browsers into booked appointments. Clear headlines, trust signals (reviews, credentials, years in business), and prominent CTAs (call, book, request a quote).
Commercial Investigation — “I’m Comparing Options”
The searcher is researching before hiring. They’re in the decision phase but want to compare options, read reviews, or see who’s the best in their area.
Examples:
- “best HVAC company near me”
- “top-rated dermatologist”
- “plumber reviews”
Content type: Service area pages, comparison content, case studies
Business value: This captures customers right before they decide. They’re evaluating who to hire — your content needs to make the case for you.
LocalCatalyst approach: Pages that showcase credentials, reviews, and local expertise. We highlight what makes you different, include customer testimonials, and weave in local trust signals (years serving the community, local awards, neighborhood mentions).
How to Identify Search Intent
You don’t have to guess what searchers want. Google already did the work for you.
Look at the Google Results Page
Google’s search results are a cheat sheet for intent. What shows up on page one tells you exactly what Google thinks people want.
What to look for:
- Local map pack? That’s transactional intent (people want to hire a nearby business)
- How-to articles and blog posts? That’s informational intent
- Shopping results and product pages? Transactional (ready to buy)
- Company homepages and branded results? Navigational intent
Example: Search “roof repair” and you’ll see local roofing companies, service pages, and the Google map pack. That’s transactional intent.
Now search “how to repair a roof.” You’ll see DIY guides, YouTube videos, and step-by-step articles. That’s informational intent.
Same topic, completely different intent. If you’re a roofing company and you write a DIY guide targeting “roof repair,” you’ll never rank — because Google knows people searching that phrase want to hire someone, not do it themselves.
Read the Actual Search Terms
The words people use reveal their intent.
Informational clues:
- “how to”
- “what is”
- “why does”
- “guide to”
Commercial investigation clues:
- “best”
- “top-rated”
- “reviews”
- “near me”
Transactional clues:
- “hire”
- “book”
- “schedule”
- “buy”
- “emergency”
Navigational clues:
- Brand names
- Specific business names
- “[Service] in [City]”
Example: Compare these two searches:
- “water heater making noise” → Informational (they’re diagnosing a problem)
- “emergency water heater repair” → Transactional (they’re ready to hire right now)
Understanding that difference changes everything about how you create content.
Consider the Searcher’s Problem
Put yourself in their shoes. What stage of the buying process are they in? What do they need right now — answers or solutions?
If they’re early-stage (just noticing a problem), they want information. If they’re late-stage (problem is urgent), they want to hire someone immediately.
Your content strategy should cover both. Early-stage content builds trust. Late-stage content converts.
How LocalCatalyst Uses Search Intent to Rank Your Content
We don’t write content and hope it ranks. We analyze intent first, then build content around it.
We Match Content Type to Intent
Every page we write targets a specific intent:
Service pages → Transactional searches
When someone searches “hire electrician Chicago,” they see your service page optimized for that exact intent.
Location pages → “Near me” and commercial investigation
When someone searches “plumber near me,” they see your location page with neighborhood-specific content and local trust signals.
Blog posts → Informational searches (that guide readers to services)
When someone searches “how to know if my furnace is broken,” they read your blog post — then click through to your furnace repair service page.
Google Business Profile posts → Local transactional intent
When someone finds you on Google Maps, they see weekly updates showing you’re active, local, and ready to help.
We Write for the Right Stage of the Customer Journey
Not every visitor is ready to hire. And that’s okay.
Early-stage content builds trust and authority. Someone researching “types of dental implants” isn’t ready to book an appointment, but they’re learning who the experts are.
Mid-stage content showcases your expertise and local presence. Someone searching “best dentist near me” is comparing options. Your content needs to make the case for you.
Late-stage content converts visitors into customers. Someone searching “emergency dentist open now” needs a phone number and a clear CTA.
We create a content ecosystem that captures all three stages. Early-stage readers become mid-stage prospects. Mid-stage prospects become late-stage customers.
We Don’t Waste Your Money on the Wrong Intent
Here’s what happens when you ignore search intent:
A dental practice writes a 2,000-word blog post about “the history of dental implants.” It’s well-written, but it targets informational intent. Meanwhile, people searching “dental implants [city]” (transactional intent) are landing on competitors’ service pages.
The blog post gets traffic, but it doesn’t convert. That’s wasted time and money.
LocalCatalyst approach: We audit keywords and analyze search results before writing a single word. Every page has a clear purpose aligned with what Google is ranking. If the search is transactional, we write a service page. If it’s informational, we write a blog post that links to your service pages.
No wasted content. Every page has a job to do.
Why Search Intent Matters More Than Keywords
Old-school SEO was simple: pick a keyword, stuff it on the page 20 times, and hope you rank.
That doesn’t work anymore.
Modern SEO is about answering the searcher’s actual question. Google is smart enough to understand synonyms, context, and related concepts. They know “roof repair,” “roof fix,” and “fix my roof” all mean the same thing.
If your page doesn’t match intent, you won’t rank — even with perfect keyword optimization.
Example: Someone searches “best pizza near me.” They don’t want a 2,000-word article about the history of pizza, pizza-making techniques, or the difference between New York and Chicago styles. They want menus, phone numbers, and reviews.
If you’re a pizzeria and your homepage is a blog post about pizza history, you won’t rank for “pizza near me” — because your content doesn’t match the intent. Google will show restaurants with clear menus, locations, and ordering options instead.
LocalCatalyst approach: Intent first, keywords second. We optimize for both, but we always start with intent. That’s how we create content that ranks and converts.
Ready to Create Content That Actually Brings in Customers?
Search intent is the foundation of everything we do at LocalCatalyst. It’s how we decide what pages to create, what keywords to target, and how to structure content so it ranks and converts.
Getting it right means more traffic that actually turns into phone calls, appointments, and sales. Getting it wrong means ranking for searches that don’t bring in business.
We don’t write content and hope it works. We analyze search intent, study what’s ranking, and build pages that match what your customers are searching for.
Want to see how we use search intent to write content that ranks your business?
Learn about our content writing process →
Not sure what intent your customers are searching with?
We’ll analyze your market and build a content strategy around it.
Schedule a free content audit →
Frequently Asked Questions
Q: What is search intent in simple terms?
A: Search intent is the reason behind a Google search. It’s what someone is trying to accomplish — whether that’s learning something, finding a business, or hiring a service. Understanding intent helps you create content that shows up in the right searches and converts visitors into customers.
Q: Why does search intent matter for my business?
A: If your content doesn’t match what searchers want, Google won’t rank it. Even if you have the right keywords, you’ll lose to competitors whose content better matches the searcher’s goal. Understanding intent helps you create pages that rank higher and convert better.
Q: How do I know what intent my customers have?
A: Look at the Google results for your target keywords. If Google shows service businesses and the local map pack, that’s transactional intent (people want to hire someone). If Google shows how-to articles and blog posts, that’s informational intent (people want to learn). The search results tell you exactly what Google thinks people want.
Q: Can I rank for all types of search intent?
A: Yes, with the right content strategy. You need different pages for different intents. Service pages for transactional searches. Blog posts for informational searches. Location pages for “near me” searches. A comprehensive content plan covers all four types of intent.
Q: Does LocalCatalyst optimize for search intent?
A: Every page we write starts with search intent analysis. We look at what’s ranking, what searchers want, and what will convert for your business — then build content around that. We don’t guess. We research, analyze, and create content that matches intent.
Q: What happens if I target the wrong search intent?
A: You waste time and money. A blog post targeting transactional keywords won’t convert. A service page targeting informational keywords won’t rank. Matching content type to intent is the difference between traffic that converts and traffic that bounces.
Q: How does search intent affect my Google Business Profile?
A: Your Google Business Profile captures high-intent local searches (transactional and navigational). People searching “plumber near me” or “[your business name]” expect to see your profile, hours, phone number, and reviews. Optimizing your profile is critical for capturing local search intent.
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