Semrush describes four main keyword intent types, navigational, informational, commercial and transactional, and notes that some keywords carry more than one. Its own example: “make coffee at home” is both informational and commercial.
Search intent is the reason behind a query. Getting it wrong is why well-written pages fail to rank: you answer a question nobody asked in that format. Clearscope, Semrush and Surfer all describe the same four categories. This guide gives each type with examples from Indian festival and finance topics, the page format that fits, and a title template you can copy. The method is to check the results page, not to guess.
The Four Search Intent Types
| Intent | The searcher wants to | Example queries | Best page format |
|---|---|---|---|
| Informational | Learn or find an answer | sharad purnima 2026 date, how much emergency fund do I need | Guide, explainer, FAQ |
| Navigational | Reach a specific site or page | star health renewal, hdfc ergo renewal | Brand or login page, clear nav |
| Commercial investigation | Compare options before deciding | gold etf vs physical gold, sip vs lumpsum | Comparison, review, best-of |
| Transactional | Buy or complete an action | buy gold coin online, renew health insurance online | Product, pricing or checkout page |
These examples come from the queries behind this batch: for instance, Mangools shows “star health insurance renewal” at about 37,000 monthly searches in India, which is mostly navigational and transactional, while “gold etf vs physical gold” is commercial investigation.
How to Check Intent Before You Write
- Search the keyword and look at the first page of results.
- Note the format: are the results guides, product pages, tools, videos or forums?
- Read the features: answer boxes, People Also Ask, shopping results and maps show what Google thinks users want.
- Check the headings of the top pages to see the sub-questions they cover.
- Decide your angle: match the dominant intent, and add something the others lack.
Semrush notes that a keyword can show more than one intent, so a page can answer the main need and then support the secondary one. A “kheer recipe” page, for example, can include a short shopping list.
Title and Page Templates You Can Copy
| Intent | Title template | First paragraph does this |
|---|---|---|
| Informational | [Topic]: Date, Steps and Answers (2026) | Gives the direct answer in one or two sentences |
| Navigational | [Brand] [Action]: Official Link and Steps | Points to the official page, then explains the steps |
| Commercial | [A] vs [B]: Which Is Better for [Goal]? | States the verdict by case, then shows the comparison table |
| Transactional | Buy [Product]: Price, Options and How to Order | Shows price, options and the next action |
Keep the template honest: do not label a page “best” unless you compare options, and do not make a promise the page cannot keep.
Mixed Intent and Shifting Intent
When Intent Is Mixed
A query like “diwali puja muhurat” is informational and time-sensitive. A query like “diwali gifts” mixes information with shopping. Lead with the primary intent and include a clear path to the secondary one, such as a checklist or a product list.
When Intent Changes
Intent can shift with season and with search features. Re-check the results before each seasonal refresh. If you need help organising pages by intent, see our post on building a topical map and our AEO vs SEO guide.
Intent Map for This Batch of Posts
To see the idea in practice, here is how the topics in this batch map to intent. The classification is a judgement; check the live results for your own keywords.
| Topic | Likely intent | Page format used |
|---|---|---|
| Sharad Purnima 2026 date and kheer recipe | Informational | Date table, recipe, FAQ |
| Gold ETF vs physical gold | Commercial investigation | Comparison tables, tax summary |
| Health insurance renewal checklist | Informational with transactional pull | Checklist, grace-period table |
| Diwali Lakshmi Puja muhurat | Informational, time-sensitive | Time table, samagri list |
| Bhai Dooj gift ideas | Commercial investigation | Budget tiers, personality table |
| Search intent types | Informational | Definitions, examples, templates |
Use the same exercise on your next ten posts. It takes ten minutes and often reveals a page whose format does not match its keyword.
