Most business owners have heard the terms “high intent” and “low intent” when it comes to online searches. But few fully understand what separates the two or why that difference matters for real results.
When you understand what people are trying to achieve online, you can create content that supports their next step. It shifts the focus from guessing to addressing their actual needs.
High-intent search phrases often lead to action. They convert at a rate of 4.85% on average—almost twice the rate of more general queries. That kind of performance may translate to more leads, better-qualified traffic, and less wasted effort.
These phrases reflect different stages in how people search online. Some users are ready to act, while others are still gathering information. Knowing when to use each kind can shape how well your website turns visits into value.
Understanding Search User Intent and Why It Matters for SEO
Search user intent reveals what someone wants from their online visit. That could mean browsing for ideas, comparing options, or taking a clear next step. When your content supports the reason behind someone’s search, they’re more likely to stay, engage, and return.
Aligning your pages with what people truly need helps improve both relevance and performance. Whether someone is exploring a topic or ready to take action, your content should match that goal.
Let’s explore how different types of search behavior shape your SEO strategy and help you connect with the right audience at the right time.
Low-Intent Search Phrases: Early Research Stage
Low-intent searches often come from people who are still exploring. These users may not be ready to buy, but they’re starting to gather information. This kind of search intent is typically informational.
Examples:
✓ “how to grow a small business online”
✓ “social media post ideas for service businesses”
When you create helpful blog posts that match early research behavior, you start building trust before a visitor is ready to make a decision. These users may come back later when they’re ready to take action.
If you want to better understand how content supports different steps in the buyer journey, see our post on Understanding Search User Intent and Why It Matters for SEO.
High-Intent Search Phrases: Ready to Convert
Some search phrases clearly show that the user is closer to making a decision. These typically include words that suggest urgency or action.
Examples:
✓ “best accounting software for freelancers”
✓ “local HVAC repair quote”
To meet the needs of these users, your content should guide them toward a solution. Pages that include service details, pricing, or clear calls to action are most effective. Aligning your SEO strategy with these types of searches can help turn more visitors into leads.
Navigational Search Phrases: Brand-Specific Intent
Navigational searches happen when people are looking for a specific business or platform they already know.
Examples:
✓ “Trailzi digital marketing”
✓ “HubSpot blog login”
Even though these searches seem simple, they still matter for visibility. You need to appear accurately in search results so users land on the right content without confusion. A well-maintained Google Business Profile and strong SEO foundations help ensure your business shows up where it matters most.
That way, your audience lands where they’re supposed to: on the right content, with no confusion. A strong keyword ranking strategy supports this visibility by helping your most important pages appear where they matter most.
What Is the Difference Between High Intent and Low Intent Search Phrases?
When someone types into Google, they’re usually doing one of two things. They’re either looking for information or they’re ready to take action. That’s the core difference between high intent and low intent search phrases.
High-intent queries often signal clear decision-making behavior. These searches include words like “near me,” “best price,” “get a quote,” or specific brand names. They come from users who are actively trying to solve a problem or complete a task.
Low-intent phrases, by contrast, come from users who are still in the learning stage. These searchers might not be ready to act. Instead, they’re exploring their options and trying to understand the basics. Phrases like “what is,” “how to,” or “examples of” are common during this early phase.
Here’s a quick breakdown of how search user behavior shapes the types of phrases people use:
| Type | Example Phrase | What It Shows |
| High Intent | “emergency plumber near me” | The person needs help right now |
| Low Intent | “how to fix a leaky faucet” | They’re still learning or exploring |
| High Intent | “buy website hosting” | Ready to make a purchase |
| Low Intent | “what is website hosting” | Still gathering knowledge |
Both kinds of search behavior matter. A balanced SEO strategy includes content for each stage of the decision process—from initial research to final action. Knowing the difference between these phrase types helps your content meet people at the right moment.
Need help making sure your business shows up in the right place? Read our post on managing your Google Business Profile, or explore search engine marketing strategies that boost both paid and organic results.
Examples of High and Low Intent Search Phrases in Action
It’s not always obvious what someone wants from a search, but their wording offers strong clues. Once you learn how to spot the signs, you can create pages that better meet their needs.
Here’s how that looks in real examples:
High-Intent Search Phrases
These phrases show a user is close to making a decision. They often compare services, ask for quotes, or try to buy something specific.
- Example 1: “Buy yoga mat online Canada”
- Example 2: “Get quote for AC installation”
- Example 3: “Schedule plumbing service near me”
- Example 4: “Affordable life insurance in Texas”
These work best on pages with booking tools, pricing details, or direct calls to action.
Low-Intent Search Phrases
These phrases reflect early-stage curiosity. The person isn’t ready to act yet, but they want to learn something helpful.
- Example 5: “What is SEO and how does it work?”
- Example 6: “How often to service HVAC system”
- Example 7: “Tips for saving on car insurance”
While they may not lead to sales right away, these searches help build trust early in the relationship. The right SEO strategy uses these opportunities to bring people in at the top of the funnel.
Want more guidance? Check out our post on using blogs as a marketing tool, or learn how to convert blog readers into real customers.
When you tailor your content to match what people are actually looking for, you build stronger visibility. Trailzi can help you build that alignment—based on real user behavior and clear, actionable SEO strategy.
How to Balance Both for a Complete SEO Strategy
An effective SEO strategy includes both high-conversion and early-stage search phrases. People who are ready to take action use more direct language. Those still exploring often use broader or question-based terms.
Using a mix of both types allows your content to connect with visitors at every stage. It helps attract readers during the research phase and supports conversions when they’re ready to move forward. Understanding search user intent gives your strategy more depth and reach.
Strategy 1: Match Content to Funnel Stages
Each piece of content should match a stage in the buyer journey.
- Top of funnel: questions like “how to…” (informational intent)
- Middle: comparisons between tools or brands
- Bottom: product or service searches from users actively looking to buy
This structure helps your site show up in the right search queries and grow organic traffic.
Strategy 2: Offer a Content Mix
Use blogs and guides to support early-stage research. Use product or landing pages to support decision-ready actions. This balance creates a stronger SEO strategy without leaving any part of the funnel behind.
Strategy 3: Audit and Adjust Using Tools
Tools like Semrush reveal gaps in your content. You may discover that your blog focuses too much on top-funnel topics. A simple audit helps you create new content that aligns with what people search for.
Explore our content strategy for your website to build out this mix. Avoid these common website design mistakes that may hold your strategy back.
Your SEO strategy works better when it’s aligned to how people search. Trailzi helps small businesses improve visibility with SEO services that support every stage of growth.
Reach the Right Audience at the Right Time
Understanding what someone is really searching for isn’t always simple. You want your website to show up for people who are ready to take action, but also for those still in the research phase. The key is knowing which type of search phrase fits each stage and how to use them effectively.
Trailzi creates SEO strategies that guide people through your funnel, from first touch to final click. Our approach helps small businesses rank for what customers are actually searching for, not just what sounds right.
Let us help you build smarter visibility. Talk to Trailzi today and get support built around your goals.