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Transactional Intent
Transactional intent describes search queries from users who are ready to complete a purchase or take a specific conversion action — such as "buy iPhone 15," "download SEMrush free trial," or "book hotel in Paris." These high-commercial-value queries are primarily targeted by product pages, e-commerce category pages, and PPC campaigns.
Transactional intent keywords are identified using SEMrush's Keyword Magic Tool (with "Transactional" intent filter), Ahrefs' Keywords Explorer, and Google Shopping data. Performance of transactional keyword rankings is tracked in Google Search Console and Ahrefs, while conversion outcomes are measured in Google Analytics' e-commerce reports.
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Commercial Intent
User queries that are made by users who intend to make a purchase but want to do research and obtain information beforehand are called queries with commercial intent.
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Informational Intent
User queries that are carried out to gain information about a topic, to get answers to a question, or to satisfy one's curiosity about a topic are called queries with informational intent.
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Navigational Intent
Queries of users who know what they are looking for and search for a helpful resource are called queries with navigational intent.
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User Intent (Search Intent)
The underlying purpose behind a search query — typically classified as informational, navigational, commercial, or transactional — and the primary signal modern search algorithms use to decide which page format to surface.