Understanding the 3 Main Types of Google Search Queries: Navigational, Informational, and Transactional Searches

I dare to say at this point that 99% of you have already made a search query on Google. But how does a search query actually come about and what is it?

At the beginning of every search query, there is a need that needs to be satisfied, an action that is to be carried out, expectations, hopes or just a guess or question that should be confirmed.

As a result, 3 main types of search queries are emerging:
Navigation search: The user searches here for special pages or sub-pages
Informative search: The user searches for information on a specific topic
Transactional search: This search is followed by an action such as an order, a purchase, etc.

The navigation search

With the navigational search, the user specifically searches for pages or sub-pages that he already knows or at least believes exist. That means searching for brands, brands, company names, products or various events of a company, manufacturer etc. You can also find places and logically accepted names in these search queries: e.g. Zoo in Munich.

It can be concluded from this that the user already has certain previous knowledge for a navigation search and may only want to find a certain page again.

Due to the special search query, the searcher also expects suitable results on the first page. Google even accommodates you in the brand/company search. The company you are looking for is recognized as a reference, and you can select some subpages directly from the Google search.


However, one person’s joy is another’s suffering. Because of such references, the result of the first page is often limited to only 7 ads.

Special sub-pages that are frequently searched for are contacts, jobs or special products.

The informative search

With the informative search, the user is on the hunt for information on a specific topic, he wants to have answered questions and assumptions are to be confirmed.

The search is characterized by inquiries such as:
General inquiries: xyz instructions, help, tips on how it works, etc.
Search for definitions: what is, definition, explanation, etc.
Special labeling with question words: what, how, why, where, etc.

The user expects results, texts, infographics or explanations in forums or other ‘users help users’ portals.

One of the most common results from this search is certainly Wikipedia. Here, too, Google comes up with useful little things, the so-called knowledge graph, the explanation of definitions as the first search result or the display of the weather also in the first place.

A few examples for a better understanding:
– The Knowledge Graph using the example of the Australian Government

The most important information is summarized to the right of the search results. Related searches are also presented here by Google.

– Explanation of definitions using the example of the “current definition”

The definition you are looking for is displayed first, so you don’t have to look for an answer for long. Of course, Google also offers us further sources of information.

In my experience, this “definition of” function by Google really works best when the search query is made as in the example.

– Last but not least: the weather display
Example Sydney Weather

Short and painless: The current weather is displayed first.

Another little tip from me regarding the information search:
Companies can make use of this search and act as knowledge carriers and thus present their brand as trustworthy for Google by integrating information pages on the company page on specific topics. Furthermore, niche topics can be answered for which one cannot yet find as much content in the search results. What of course has to be taken into account

The information should ALWAYS match the own website.

The transactional search

This search is usually followed by an action. That means the user would like to buy something, download or register for something etc. Because of this, the product name is searched in combination with buy, order, download, rent, Also essential information such as size items of clothing and asking prices such as cheap, cheap or discount are included in the request. There are actually no limits to the imagination of the users. With the transactional search, the user expects above all pages that also offer the desired object.


Overall, these are the three most important search queries. On the basis of these inquiries, ad texts and keywords can be defined in the Adwords area and titles and descriptions in the Organic area