Understanding Search Intent for Local Queries
Informational, navigational, and transactional intent in local search.
Search intent is the reason behind a query — what the searcher wants to accomplish. Mapping intent to content ensures each page satisfies a real need. This guide covers the three intent types for local queries. See Local Content Strategy for the strategic context.
The three intent types
| Intent | What the searcher wants | Example query | Target page |
|---|---|---|---|
| Informational | To learn or understand | How to fix a leaky faucet | Blog post / guide |
| Navigational | To find a specific business | ConsoleBoard login | Login page |
| Commercial | To hire, buy, or contact | Plumber near me | Service / location page |
Mapping intent to content
Each page should satisfy one primary intent. A service page satisfies commercial intent; a blog post satisfies informational intent. Mixing intents on one page dilutes relevance and confuses both searchers and search engines.
Use the Local Keyword Research Checklist to identify queries and map them to intent. Use the Local Content Brief Checklist to ensure each brief specifies intent.
Local intent modifiers
Local queries often include modifiers that signal intent: 'near me' (commercial), 'cost' or 'price' (commercial), 'how to' (informational), 'reviews' (commercial or informational), 'hours' (navigational). Map each modifier to the right page type.
Primary sources
- Search Console performance data — Google Search Console Help (accessed 2025-01-15)