4b/52 High Search Intent: The Ultimate Key to Attracting Customers

After publishing 4/52 Advertising: 5 Essential Nuggets Before You Waste a Penny, (here), I was asked what a “high search intent” was when talking about Google Ads and PPC (pay per click).

Key concept: High search intent refers to when someone goes online looking for something very specific – whether it’s a product, service, or piece of information. They usually use clear, descriptive keywords to help them find exactly what they need.

These users are highly engaged and often open to learning more or taking action. For local businesses, especially those serving a specific area, this presents a great opportunity. By tailoring your ads to match one of the four main types of search intent – informational, navigational, commercial, and transactional – you can significantly boost your advertising effectiveness and reach the right audience more efficiently.

1 Informational Intent

People looking for local information, demographics, housing data, education details, crime rates, and local government services [6]. For example:

• Details about a specific postcode area
• Residential information and housing data
• Education and school-related searches
• Crime statistics and safety information
• Council information for County, District, and Parish councils

2 Navigational Intent

A user seeks specific websites or information about local services [7]. Examples include:

• Transportation and travel information (driving times, distances, transport links)
• Bus, train, ferry, or tram timetables
• Local amenities and attractions
• Facebook or Spotify login pages
• Fastest route to a specific destination

These leads could be used to better target your posts/advertising/content to increase your visibility if you are in area or offer the same or another service they may be interested in.

Examples of navigational intent:

• Facebook (yes, it is often looked up!).
• Spotify login (if you haven’t got a shortform on a screen or have it bookmarked on a browser.
• Fastest route to the train station.

3 Commercial Intent

These are warm leads, where users research products or services with the intention to make a future purchase [3] [4]. Characteristics include:

• Comparison-focused terms (e.g., “best,” “top,” “vs.”)
• Investigation-oriented language (e.g., “reviews,” “alternatives,” “pricing”)
• Pre-purchase investigation to educate themselves about options

Examples of commercial intent:

• Cost of visiting local amenities and attractions
• Pricing for local transportation options
• “Best organic senior dog foods for large breeds”
• “Samsung vs iPhone”

4. Transactional Intent

These are hot leads where someone is ready to take immediate action [4]. Key features:

• Use of terms like “buy,” “purchase,” “order,” “subscribe,” or “get”
• Inclusion of product names, brands, or specific features
• Location-specific terms like “near me”
• Price-related terms such as “discount,” “sale,” or “cheap”

Examples:

• Buy i-phone 14 online
• Order pizza delivery in Southampton
• Download premium stock images

In conclusion:

One of the smartest ways local businesses can boost their marketing and increase sales is by creating content, social media posts, and ads that align with the four main types of online searches: informational, navigational, commercial, and transactional. These categories reflect what people are really looking for when they search online—and when your content matches their intent, it becomes much more effective.

This strategy is a key part of optimising your content, whether it’s a blog post, a web page, or a paid ad. When done well, it helps your business appear more prominently in search results, especially to people in your local area who are actively looking for what you offer. The result? More visibility, more relevant traffic, and a greater chance of turning visitors into loyal customers.

To learn more about what we do at the Hayward Hub, visit the website here or follow me on LinkedIn or Facebook.

References:

[1] https://victorious.com/blog/high-intent-keywords/

[2] https://capsulecrm.com/blog/25-local-advertising-ideas-to-grow-your-small-business/

[3] https://localiq.co.uk/blog/seo/what-is-search-intent-a-complete-guide

[4] https://moz.com/learn/seo/search-intent

[5] https://business.yelp.com/resources/articles/how-to-promote-your-business-locally/?domain=local-business

[6] https://ucmarketing.co.uk/search-intent/

[7] https://yoast.com/search-intent/

[8] https://redrosedirectories.co.uk/the-ultimate-guide-to-local-business-advertising-in-2024/

[9] https://www.seerinteractive.com/insights/what-is-search-intent

[10] https://leafletdrop.co.uk/insights-and-guides/how-to-advertise-your-business-locally