Every search query you see in your analytics maps back to one of four distinct types of search intent. Thinking in these four categories, which Kev Wiles outlines on eCommerce MasterPlan, is the key to creating content and pages that actually convert, because you're matching the user's specific need at that exact moment.
The most obvious one for ecommerce is transactional intent. This is a user with their credit card out, ready to buy. Their search queries are specific and include words like "buy," "deal," or product names and SKUs. These are bottom-of-the-funnel queries, and they should lead directly to product pages or category pages that make purchasing as easy as possible. This is your highest-value traffic, but it's also the smallest group and the most competitive.
Just before that is commercial investigation intent. This user wants to buy, but they haven't decided what to buy yet. They search for "best hiking boots," "Oura Ring vs. Whoop," or "Nespresso reviews." As Laura McCaul points out on The Seller's Edge, these users aren't just browsing; they are actively narrowing down their options. Your job here is to help them decide. This is where you need blog posts, comparison guides, and detailed articles that review products and answer specific pre-purchase questions. You are guiding them from the middle to the bottom of the funnel.
Further up the funnel is informational intent. This is where a user has a problem or a question, and your product might be a part of the solution, but they don't know it yet. They're searching for "how to improve sleep" or "what to wear for a winter hike." As Rand Fishkin of Moz has discussed, this is classic top-of-funnel (TOFU) content. Creating blog posts, how-to guides, or videos that answer these questions builds trust and introduces your brand long before the user is ready to buy. You're not selling a product; you're solving their problem.
Finally, there's navigational intent, where the user is just trying to get to your website (e.g., searching "Your Brand Name"). This is simple but crucial. If they can't find you, nothing else matters. A good on-site search experience, as Arv Natarajan explains, is also key for users who land on your site and then continue their journey. By understanding which of these four intents a keyword implies, you can stop just chasing volume and start creating the right page for the right person at the right time.