Search intent is the “why” behind a Google search, and the main types are informational intent, navigational intent, commercial investigation intent, and transactional intent.
When your page matches intent, Google has an easier time showing it to the right people, and visitors are more likely to call, book, or buy. When it does not match, you can get traffic that bounces, rankings that stall, or leads that are the wrong fit. For Orlando and Central Florida businesses, intent is often blended with local cues like “near me,” neighborhoods, and service areas, so the same topic can behave very differently depending on the wording.
| Intent type | What the searcher wants | Example searches (Orlando context) | Best-fit page |
|---|---|---|---|
| Informational intent | Learn, compare basics, understand a problem | “how long does a root canal take”, “termite season Florida”, “what does a personal injury lawyer do” | Helpful guide, FAQ, explainer |
| Navigational intent | Go to a specific site or brand | “AdventHealth billing portal”, “Florida DMV appointment”, “YourBrand reviews” | Homepage, location page, branded review page |
| Commercial investigation intent | Shortlist options before buying, compare providers | “best pediatric dentist Orlando”, “pest control company near me reviews”, “top real estate agent Winter Park” | Service page with proof, comparison page, “best of” style page with clear criteria |
| Transactional intent | Take action now, book, call, buy, get pricing | “emergency dentist Orlando open now”, “same day AC repair”, “schedule consultation divorce lawyer Orlando” | High-conversion service page, booking page, contact page |
Here’s a quick way we think about it: informational intent needs clarity and answers, commercial investigation intent needs confidence and proof, and transactional intent needs a frictionless path to book. In local SEO, that often means building strong service pages for the “ready to hire” searches and supporting them with helpful content that handles the research stage.
Practical steps you can use this week: (1) Google your target phrase and look at what shows up first, map results, service pages, list articles, or guides. That tells you the dominant intent. (2) Match your page format to what’s already winning, then make yours more useful with clearer pricing expectations, photos, FAQs, and local details. (3) For “near me” and “in Orlando” searches, put your service area, hours, and contact options where they are impossible to miss.
If you want us to map your top services to intent and build pages that fit each stage, our SEO services focus on the searches that turn into calls, not vanity visits.
Search intent also affects keyword choices, so if you are building a list of targets, you will get better results by pairing each keyword with its intent first. Our FAQ on how to choose the right keywords for SEO walks through that process in a simple, business-owner-friendly way.
