{"id":132284,"date":"2021-03-04T11:00:48","date_gmt":"2021-03-04T16:00:48","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=132284"},"modified":"2023-05-15T04:27:33","modified_gmt":"2023-05-15T09:27:33","slug":"types-of-search","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/types-of-search\/","title":{"rendered":"3 Types of Searches and How to Target Them"},"content":{"rendered":"\n<div class=\"intro-txt\">If you\u2019ve been in the world of SEO for a while, then you\u2019ll almost certainly know about the three types of searches: navigational, transactional, and informational.<\/div>\n\n\n\n<p>These have been around for years, and there are hundreds of blog posts talking about&nbsp;them.<\/p>\n\n\n\n<p>But how relevant are these three types of searches in 2021? And how exactly do you target them?<\/p>\n\n\n\n<p>In this post, we\u2019ll dig a little deeper into&nbsp;that.<\/p>\n\n\n\n<p>But first, let\u2019s make sure we\u2019re on the same&nbsp;page\u2026<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Types of searches\" data-section=\"types-of-searches\">\n\n\n\n<h2 class=\"wp-block-heading\">What are navigational, informational, and transactional searches?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let\u2019s begin by explaining the \u2018traditional\u2019 definitions of these search types:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Navigational<\/h3>\n\n\n\n<p>Navigational searches are where someone is looking for a specific website. For example, if someone types \u201cnetflix\u201d into Google, that\u2019s a navigational search because they\u2019re almost certainly looking for Netflix\u2019s homepage.<\/p>\n\n\n\n<p>Google knows this, which is why Netflix ranks in the top&nbsp;spot:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/1-navigational-search.png\"><\/figure>\n\n\n\n<p>But navigational searches aren\u2019t always <strong>just<\/strong>&nbsp;brand names. If someone searches for \u201ciphone 12 amazon,\u201d that\u2019s also arguably&nbsp;a navigational search. Although the searcher is looking for a specific product, they\u2019ve already decided where they\u2019re going to buy it from\u2014Amazon.<\/p>\n\n\n\n<p>Again, Google understands this. Amazon is in pole position:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/2-navigational-searches-amazon.png\"><\/figure>\n\n\n\n<p>Here are a few more examples of navigational searches:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201capple\u201d<\/li>\n<li>\u201ciphone\u201d<\/li>\n<li>\u201ctv plus\u201d<\/li>\n<li>\u201capple education store\u201d<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Transactional<\/h3>\n\n\n\n<p>Transactional searches are where someone is looking to purchase something specific, but hasn\u2019t yet decided where to buy it from. For example, if someone searches for \u201cbuy treadmill,\u201d that\u2019s a transactional search. It\u2019s clear from their language that they\u2019re looking to make a purchase. They\u2019re not looking for information.<\/p>\n\n\n\n<p>Looking at the search results, it\u2019s clear once again that Google understands this because all of the top-ranking pages are category pages from ecommerce sites.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/3-transactional.jpg\"><\/figure>\n\n\n\n<p>Here are a few more examples of transactional searches:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cbuy iphone\u201d<\/li>\n<li>\u201crefurbished macbook\u201d<\/li>\n<li>\u201cmacbook air charger\u201d<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Informational<\/h3>\n\n\n\n<p>Informational searches are where someone wants to find information. For example, if someone searches for \u201cwhat is a meta tag in SEO\u201d then that\u2019s an informational search because they\u2019re obviously looking for a definition.<\/p>\n\n\n\n<p>Interestingly, for many simple informational searches like this, Google not only returns relevant results, but also shows the answer in the search results.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/4-informational.jpg\"><\/figure>\n\n\n\n<p>Here are a few more examples of informational searches:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cbest iphone\u201d<\/li>\n<li>\u201ciphone 12 vs galaxy s20\u201d<\/li>\n<li>\u201ciphone 12 review\u201d<\/li>\n<li>\u201chow to back up iphone\u201d<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to identify each type of search\" data-section=\"how-to-identify-each-type-of-search\">\n\n\n\n<h2 class=\"wp-block-heading\">How to identify each type of search<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Before we talk about how to target each type of search and whether it\u2019s even possible, let\u2019s first talk about how people usually identify them.<\/p>\n\n\n\n<p>Historically, SEO professionals have looked for certain words or phrases in the query to infer the type of search. These are known as keyword modifiers. For example, if a query contains modifiers like \u201cbuy\u201d or \u201cpurchase,\u201d that\u2019s almost certainly a transactional query.<\/p>\n\n\n\n<p>Here\u2019s a cheat sheet of modifiers similar to what many people use:<\/p>\n\n<table id=\"tablepress-96\" class=\"tablepress tablepress-id-96 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Informational<\/th><th class=\"column-2\">Navigational<\/th><th class=\"column-3\">Transactional<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">who<\/td><td class=\"column-2\">[brand name]<\/td><td class=\"column-3\">buy<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">what<\/td><td class=\"column-2\">[product name]<\/td><td class=\"column-3\">coupon<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">when<\/td><td class=\"column-2\">[service name]<\/td><td class=\"column-3\">order<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">where<\/td><td class=\"column-2\"><\/td><td class=\"column-3\">purchase<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">why<\/td><td class=\"column-2\"><\/td><td class=\"column-3\">price<\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\">how<\/td><td class=\"column-2\"><\/td><td class=\"column-3\">cheap<\/td>\n<\/tr>\n<tr class=\"row-8 even\">\n\t<td class=\"column-1\">guide<\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-9 odd\">\n\t<td class=\"column-1\">tutorial<\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-10 even\">\n\t<td class=\"column-1\">tips<\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-96 from cache -->\n\n\n\n\n\n<p>If you\u2019re using a <a href=\"https:\/\/ahrefs.com\/blog\/free-keyword-research-tools\/\">keyword research tool<\/a>&nbsp;like <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, you can use these modifiers to find keywords that fall into each bucket. Just search for a topic, go to one of the keyword ideas reports, then add the keyword modifiers to the \u201cInclude\u201d filter.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/5-keywords-explorer.jpg\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div>&nbsp;Make sure to choose \u201cany\u201d not \u201call\u201d when doing&nbsp;this.&nbsp;<\/div>\n\n\n\n<p>If you\u2019re looking for informational keywords, an even quicker method is to use the <strong>Questions<\/strong>&nbsp;report, which shows keywords phrased as questions (i.e., including modifiers like \u201cwhat,\u201d \u201chow,\u201d \u201cwhere,\u201d \u201cwhen,\u201d etc.)<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/6-questions-report.png\"><\/figure>\n\n\n\n<p>Although this methodology works for identifying some of the keywords that fall into each bucket, it\u2019s far from foolproof because some queries aren\u2019t so obvious.<\/p>\n\n\n\n<p>For example, take a keyword like \u201cideal protein.\u201d From the query alone, it\u2019s impossible to know what the searcher is looking for. Are they looking to buy a product called Ideal Protein (transactional), information about the ideal amount of protein to consume each day (informational), or is there a company called Ideal Protein (navigational)?<\/p>\n\n\n\n<p>It\u2019s anyone\u2019s guess.<\/p>\n\n\n\n<p>Looking for keyword modifiers can also lead to flat-out incorrect identifications.<\/p>\n\n\n\n<p>Take a keyword like \u201cbest buy laptops.\u201d If you decided that this was a transactional query because it contains the word \u201cbuy,\u201d you\u2019d be wrong. Best Buy is an American consumer electronics company, which is what searchers are looking for&nbsp;here.<\/p>\n\n\n\n<p>So if looking at the query itself doesn\u2019t really help matters, what\u2019s the solution?<\/p>\n\n\n\n<p>Some SEO professionals use the presence of SERP features to identify the type of search. For example, if there\u2019s a <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/find-featured-snippets\/\">featured snippet<\/a>&nbsp;in the search results, that probably indicates an informational query.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/7-featured-snippet.jpg\"><\/figure>\n\n\n\n<p>If there\u2019s a shopping carousel in the results, it\u2019s probably transactional.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/8-shopping-carousel.jpg\"><\/figure>\n\n\n\n<p>You can also filter for these in the keyword ideas reports in <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/9-shopping-results-filter.png\"><\/figure>\n\n\n\n<p>But, again, these methods aren\u2019t foolproof. In our opinion, the only way to truly understand the type of search is to look at the results for the query itself. Because Google aims to deliver relevant results to searchers, the top results are the best proxy for the search type you have at your disposal.<\/p>\n\n\n\n<p>Just look at the results for \u201cideal protein\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/10-ideal-protein.png\"><\/figure>\n\n\n\n<p>The top result is a website called idealprotein.com. So it\u2019s clear that searchers are looking for a particular website and that this is a navigational query.<\/p>\n\n\n\n<p>It\u2019s the same story for \u201cbest buy laptops,\u201d where the top result is a page from BestBuy.com.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/11-best-buy-laptops.png\"><\/figure>\n\n\n\n<p>However, if you search for \u201claptops\u201d\u2014another ambiguous query\u2014the results are all product pages from ecommerce websites, which tells you it\u2019s a transactional query.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/12-laptops.png\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to target each type of search\" data-section=\"target-each-type-of-search\">\n\n\n\n<h2 class=\"wp-block-heading\">How to target each type of search<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Most SEO professionals who group their keywords into navigational, informational, and transactional buckets do so to figure out the type of content to produce to target the query. That process usually goes something like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Informational<\/strong>&nbsp;= blog&nbsp;post.<\/li>\n<li><strong>Transactional<\/strong>&nbsp;= product page.<\/li>\n<li><strong>Navigational<\/strong>&nbsp;= \u2026 you\u2019ll rank for these queries anyway.<\/li>\n<\/ul>\n\n\n\n<p>You might recall that in the introduction to this article, we asked whether the three traditional search types are still relevant or useful in 2021. Hopefully, the answer to that question is becoming obvious.<\/p>\n\n\n\n<p>The problem is that these three \u2018types of search\u2019 buckets don\u2019t give you enough actionable information to understand how to actually target a keyword.<\/p>\n\n\n\n<p>For example, we already established that \u201claptops\u201d is a transactional keyword, but that doesn\u2019t mean we can throw up any old product page and stand a chance at ranking. We need to understand more about what the searcher is looking for.<\/p>\n\n\n\n<p>It\u2019s a similar story for a keyword like \u201cbest laptop.\u201d<\/p>\n\n\n\n<p>If we look at the search results, it\u2019s clear that this is an informational keyword because all of the results are blog posts, not product pages\u2026<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/13-best-laptop.jpg\"><\/p>\n\n\n\n<p>\u2026 but you\u2019re unlikely to rank by writing any old blog&nbsp;post.<\/p>\n\n\n\n<p>Some SEO professionals try to solve this problem with additional search buckets like \u201ccommercial investigation.\u201d<\/p>\n\n\n\n<p>Commercial investigation keywords are those where searchers have decided they want to buy a type of product but aren\u2019t sure which one to buy. So they\u2019re looking for reviews and comparisons.<\/p>\n\n\n\n<p>Look at the results for \u201cbest laptop\u201d again, and you\u2019ll see it matches that description. All of the results are blog posts reviewing and comparing laptops. So it\u2019s clear that this is the type of blog post you\u2019d need to write to rank for this&nbsp;query.<\/p>\n\n\n\n<p>The problem with this solution is that it\u2019s still extremely limited, as you\u2019d need to create way more than three or four search type buckets to categorize each keyword properly.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Is there a better way to classify keywords?\" data-section=\"better-way-to-classify-keywords\">\n\n\n\n<h2 class=\"wp-block-heading\">Is there a better way to classify keywords?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Many people in the SEO industry have already asked this very question. If you\u2019re looking for a better way to classify keywords at scale, <a href=\"https:\/\/www.contentharmony.com\/blog\/classifying-search-intent\/\">this post by Kane Jamison<\/a>&nbsp;is well worth a read. He proposes using SERP features to classify keywords into nine&nbsp;types.<\/p>\n\n\n\n<p>But what if you just want to understand the intent behind a few keywords so you know how to target them?<\/p>\n\n\n\n<p>In this case, we think a good starting point is to analyze the search results for what we call the \u201c3 Cs of search intent.\u201d<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Content type<\/li>\n<li>Content format<\/li>\n<li>Content angle<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">1. Content type<\/h3>\n\n\n\n<p>Content type refers to the overall type of content in the search result. It will usually be one of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog post<\/li>\n<li>Product page (like <a href=\"https:\/\/www.amazon.com\/Modern-Principles-Macroeconomics-Tyler-Cowen\/dp\/1319098770?ref_=Oct_s9_apbd_otopr_hd_bw_b23ss&amp;pf_rd_r=BQ6XESEVF6JXFAQMX9F3&amp;pf_rd_p=a6c8fea5-fbf8-5ab5-a1ae-4f9846940592&amp;pf_rd_s=merchandised-search-10&amp;pf_rd_t=BROWSE&amp;pf_rd_i=491590\">this<\/a>)<\/li>\n<li>Category page (like <a href=\"https:\/\/www.amazon.com\/Macroeconomics-Economics-Business-Finance-Books\/b?ie=UTF8&amp;node=491590\">this<\/a>)<\/li>\n<li>Landing page (like <a href=\"https:\/\/ahrefs.com\/site-explorer\">this<\/a>)<\/li>\n<\/ul>\n\n\n\n<p>For example, all of the results for \u201cspeakers\u201d are product category pages:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/14-speakers.png\"><\/figure>\n\n\n\n<p>Whereas the results for \u201caudio engine hd3 speakers\u201d are individual product pages:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/15-audio-engine-hd3.jpg\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Content format<\/h3>\n\n\n\n<p>Content format refers to the overall format of the top-ranking pages. It applies mostly to searches where blog posts are the main content type and will usually be one of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Step-by-step guide<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/listicle\/\">Listicle<\/a><\/li>\n<li>Comparison (e.g., <a href=\"https:\/\/ahrefs.com\/vs\">ahrefs vs. moz<\/a>)<\/li>\n<li>Review<\/li>\n<li>How-to guide<\/li>\n<\/ul>\n\n\n\n<p>For example, most of the results for \u201ctie a tie\u201d are how-to guides:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/16-tie-a-tie.jpg\"><\/figure>\n\n\n\n<p>Whereas most results for \u201cSEO tips\u201d are list&nbsp;posts:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/17-seo-tips.jpg\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Content angle<\/h3>\n\n\n\n<p>Content angle refers to the main selling point of the content. It\u2019s not quite as straightforward as type and format because it varies depending on the topic, but it helps you to understand what searchers care about and who they&nbsp;are.<\/p>\n\n\n\n<p>For example, the angle for \u201cbest laptops\u201d is clearly freshness as all the results have the current year in the&nbsp;title.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/18-best-laptops.jpg\"><\/figure>\n\n\n\n<p>That makes sense as technology moves fast. If you\u2019re in the market for a new laptop, a blog post written a year ago probably isn\u2019t much&nbsp;use.<\/p>\n\n\n\n<p>On the other hand, the dominant angle for \u201cgolf clubs\u201d is&nbsp;price:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/19-golf-clubs.jpg\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Why things aren\u2019t always this&nbsp;clear<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Content type, format, and angle aren\u2019t always so obvious. That\u2019s because there\u2019s mixed intent for some search queries, like \u201cprotein powder.\u201d<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/20-protein-powder.jpg\"><\/p>\n\n\n\n<p>Here, there is a mix of list posts, category pages, and other content formats.<\/p>\n\n\n\n<p>In cases like these, there\u2019s no definitive way to target the keyword. You just have to use common sense and make your best&nbsp;guess.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How important is understanding intent?\" data-section=\"understanding-intent\">\n\n\n\n<h2 class=\"wp-block-heading\">How important is understanding intent?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Understanding intent properly is critical. We know this from experience.<\/p>\n\n\n\n<p>In 2016, we published a blog post about <a href=\"https:\/\/ahrefs.com\/seo\/on-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">on-page SEO<\/a>&nbsp;where we studied on-page ranking factors. It was a great informative post that targeted what most would class as an informational keyword. However, it never really ranked for anything.<\/p>\n\n\n\n<p>In 2018, we decided to revisit the post to see what went wrong. After taking a closer look at the search results, we realized our mistake: people didn\u2019t want an in-depth study; they wanted a step-by-step guide. We\u2019d gotten the content format wrong.<\/p>\n\n\n\n<p>So we rewrote and <a href=\"https:\/\/ahrefs.com\/blog\/republishing-content\/\">republished<\/a>&nbsp;the post\u2014and traffic skyrocketed.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/21-republishing.png\"><\/figure>\n\n\n\n<p>We\u2019ve had similar successes with other posts and pages too. You can learn more about those in <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">our full guide to search intent<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Although there might be some merit to grouping keywords into navigational, transactional, and informational buckets as a first-pass approach when working with lots of data, you can\u2019t possibly understand how to target a keyword without looking at the <a href=\"https:\/\/ahrefs.com\/blog\/serps\/\">SERP<\/a>&nbsp;and digging deeper.<\/p>\n\n\n\n<p>For that reason, we think that grouping keywords into the \u2018traditional\u2019 three buckets isn\u2019t enough in 2021. You can\u2019t just group keywords using \u201cmodifiers\u201d and assume that they all fall into a specific bucket. You either need to analyze the SERP manually or build a better classification model\u2014like <a href=\"https:\/\/www.contentharmony.com\/blog\/classifying-search-intent\/\">Kane did<\/a>.<\/p>\n\n\n\n<p>Agree? Disagree? Let me know <a href=\"https:\/\/twitter.com\/joshuachardwick?lang=en\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>These have been around for years, and there are hundreds of blog posts talking about&nbsp;them. But how relevant are these three types of searches in 2021? And how exactly do you target them? In this post, we\u2019ll dig a little<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":132297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[328],"tags":[],"coauthors":[336],"class_list":["post-132284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-keyword-research","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Types of Searches and How to Target Them<\/title>\n<meta name=\"description\" content=\"The three types of searches are navigational, transactional, and informational. Are they still relevant in 2021? How do you target them? Learn more in this post.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/types-of-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Types of Searches and How to Target Them\" \/>\n<meta property=\"og:description\" content=\"Are navigational, transactional, and informational searches still relevant?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/types-of-search\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-04T16:00:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-15T09:27:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/fb-types-of-search.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"990\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Joshua Hardwick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Are navigational, transactional, and informational searches still relevant?\" \/>\n<meta name=\"twitter:creator\" content=\"@JoshuaCHardwick\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/\"},\"author\":{\"name\":\"Joshua Hardwick\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e6a89cbde8e750d22996aa26e213e712\"},\"headline\":\"3 Types of Searches and How to Target Them\",\"datePublished\":\"2021-03-04T16:00:48+00:00\",\"dateModified\":\"2023-05-15T09:27:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/\"},\"wordCount\":1937,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/fb-types-of-search.png\",\"articleSection\":[\"Keyword Research\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/\",\"name\":\"3 Types of Searches and How to Target Them\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-search\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/fb-types-of-search.png\",\"datePublished\":\"2021-03-04T16:00:48+00:00\",\"dateModified\":\"2023-05-15T09:27:33+00:00\",\"description\":\"The three types of searches are navigational, transactional, and informational. 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