Why learning the 3 types of local search intent can help your website content
46% of all Google searches have local intent, meaning nearly half of users are actively looking for businesses and services near their location. These searches often lead to real world action. In fact, mobile users are 50% more likely to visit a store within a day of searching. That’s the power of local search intent. It’s behind every “near me” or city specific query, and it plays a huge role in whether or not your business gets seen. To rank and compete locally, it’s not just about just showing up, it’s about understanding why people are searching in the first place. In this blog, we’ll explore how tapping into local intent can elevate your SEO strategy and help you connect with the right customers at the right time.
What is Local Search Intent
Local search intent is the motivation behind a user’s query when they’re looking for something in a specific geographic area. These searches are action driven. Users aren’t just browsing, they want local results they can act on, like visiting a store, booking a service, or calling a business.
Common examples include:
- “Pizza near me”
- “Best hair salons in Hamilton”
- “Pharmacy open now in Toronto”
Even when users don’t type “near me,” search engines still use their physical location to deliver relevant local results. No matter the phrasing, the goal is the same: to find a nearby solution and take action. That’s why understanding local search intent is so critical for SEO, because it positions your business in front of people who are ready to engage.
The 3 Types of Local Search Intent
Local searches typically fall into one of three categories:
- Transactional searches
- Navigational searches
- Informational searches
1. Transactional Local Search Intent
What it is:
Transactional intent refers to users who are ready to take immediate action, whether that’s making a purchase, booking a service, or visiting a physical location. They’ve done their research and are looking for the fastest way to get what they need.
Transactional Search Examples:
- “Buy running shoes in [City]”
- “Book haircut near me”
- “Order pizza in [City]”
What it Tells You About Transactional Search Intent:
This user is at the bottom of the sales funnel. They’re not comparing, they’re choosing. This is your chance to convert interest into action.
How To Optimise For Transactional Searches:
- Create location specific landing pages with strong calls to action
- Make contact info, hours, and directions easy to find
- Use keywords like “buy,” “book,” “order,” or “schedule” plus service plus city
- Keep your Google Business Profile up to date with booking or ordering options
For additional tips, Check out our guide for local search and conversion rate optimization!
2. Navigational Local Search Intent
What it is:
Navigational intent applies when a user is looking for a specific business, brand, or place. They already know what they want, they just need help getting there.
Navigational Search Examples:
- “Walmart in [City]”
- “Starbucks near me”
- “Directions to [Business Name]”
What it Tells You About Navigational Search Intent:
This user isn’t browsing. They’re trying to find you. If your business isn’t clearly visible in search results or local listings, you risk losing them to a competitor who is.
How To Optimise For Navigational Searches:
- Keep your Google Business Profile complete and accurate
- Ensure consistent NAP (Name, Address, Phone number) across directories
- Make your business easily searchable by name and location
- Add local schema markup to boost visibility in map results
3. Informational Local Search Intent
What it is:
Informational intent is when users are in the research phase, comparing, exploring, and gathering knowledge before making a decision. They’re not ready to convert yet, but they’re getting close.
Informational Search Intent:
- “Best coffee shops in [City]”
- “Top rated chiropractors near me”
- “What’s the best gym in [City]?”
What it Tells You About Informational Search Intent:
These users are looking for trust signals like reviews, ratings, blog content, and comparisons. Ranking for these queries builds awareness, credibility, and future conversions.
How to optimise for local Informational searches
- Write city specific blog posts and comparison content
- Highlight reviews, ratings, testimonials, and local recognition
- Optimise for terms like “best,” “top rated,” and “near me”
- Include helpful information to answer questions before they’re asked
Wrapping up everything there is to know about Local Search Intent
Understanding local search intent is essential. Whether users are ready to buy, searching for local businesses, or comparing their options, aligning your content with their search intent helps you show up at the right place, at the right time. Don’t forget, keep your audience in mind and follow SEO best practices, and use any local SEO tools to ensure your website shares the most accurate, trustworthy, and helpful information possible.
Discover more about local search intent and boost your local SEO strategy by visiting our Blog Today!
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