46% of all Google searches include some level of local search intent. That means nearly half of people using Google are trying to find something nearby, whether it’s a service, a store, or a place to visit. These searches aren’t casual. They often lead to real-world action. Over half of mobile users visit a physical location within 24 hours of their local search.
Local search is more than just showing up. You need to appear when it matters most. To do that, you have to understand why someone is searching in the first place.
That’s what local search intent is about. Once you grasp how it works, it becomes much easier to create content that turns searchers into customers.
What Is Local Search Intent?
Local search intent is the purpose behind someone’s search when they’re looking for something in a specific area. These searches tend to be direct. People aren’t browsing. They’re trying to solve a problem nearby.
They could be:
- Looking to visit a business
- Booking a service
- Calling someone for help
- Comparing options
Even if the search doesn’t include “near me,” location still matters. Google uses location data to show results that are physically close to the searcher. This means your business has a shot if you understand the type of intent that searcher has.
Local search intent typically falls into three categories. Here’s what each one looks like.
1. What Is Transactional Local Search Intent?
These searches are made by people who are ready to act. They know what they want and are just looking for a business that can give it to them fast.
Examples include:
- “Buy flowers in Mississauga”
- “Book car detailing in Oakville”
- “Order takeout Toronto”
The user is ready to buy, book, or visit. Your job is to make it as easy as possible.
How to support transactional intent:
- Build service pages that target each city or neighbourhood
- Add clear calls to action like “Book now” or “Call for same-day service”
- Include your business hours, phone number, and directions
- Keep your Google Business Profile current
These users are not comparing. They’re choosing. Make sure your site is ready.
2. What Is Navigational Local Search Intent?
This happens when someone already knows which business they want. They’re just trying to find the location, contact info, or directions.
Examples:
- “Directions to XYZ Physiotherapy Clinic”
- “Starbucks near me”
- “Joe’s Plumbing phone number”
These users aren’t discovering your business. They’ve already picked you. If your info isn’t visible or accurate, they’ll look elsewhere.
How to support navigational intent:
- Claim and complete your Google Business Profile
- Make sure your business name, address, and phone number are consistent online
- Add schema markup so search engines can display your info correctly
- Ensure your site shows up when someone searches your name and location
If you’re not showing up for your own business name, that’s a fix that can’t wait.
3. What Is Informational Local Search Intent?
These users are early in the process. They’re researching, comparing, or exploring their options before they make a decision.
Examples:
- “Best dog groomers near me”
- “Top brunch spots in Burlington”
- “Affordable family lawyers Scarborough”
This is a chance to introduce your business before a decision is made. If you provide helpful, relevant information now, you become the go-to later.
How to support informational intent:
- Write blog posts targeting specific local topics or lists
- Use keywords that include “best,” “top,” or “reviewed”
- Include Google reviews or client testimonials
- Focus on quality content, not sales language
You’re not trying to close the deal yet. You’re trying to build awareness and trust.
Why Is Search Intent Important?
You can’t create effective content without understanding why someone is searching. If your page is built for transactions but shows up in an informational search, it’s going to miss the mark.
Matching content to search intent makes it more relevant. Relevance is everything in SEO. When your content answers what the user is actually looking for, it performs better in search results and keeps people on your site longer.
Intent impacts:
- Click-through rates
- Time on site
- Conversion likelihood
- Bounce rate
When your content is aligned with what people are looking for, both search engines and users take notice.
How Do You Optimize Search Intent?
Start by reviewing your existing pages. Ask what kind of search each one is trying to answer. Is it transactional, navigational, or informational?
Then adjust your content accordingly.
Here’s what to look at:
- Use terms that match the user’s goal. “Buy,” “book,” and “schedule” for transactional. “Top,” “best,” and “compare” for informational.
- Make your headings and subheadings clear. The main headline should immediately reflect what the page is offering.
- Structure your page so it’s easy to scan. Use bullet points, short paragraphs, and meaningful headers.
- Add CTAs that reflect the intent. Transactional pages should include options to book or call. Informational pages can guide users to learn more.
- Link to related content. Help users navigate between blog posts, services, or booking options based on where they are in their decision-making process.
Tracking is just as important. Pay attention to how people are finding you and where they’re dropping off. Make updates accordingly.
Thoughts on Local Search Intent
Local search intent is one of the most practical concepts in SEO. It helps you understand how to shape your content so it matches what people want-and when they want it.
It’s not about traffic. It’s about relevance. Show up at the right time with the right message, and you’ll start seeing better results.
If your current content isn’t aligned with intent, we can help. We create content strategies that speak directly to what your audience is searching for. Whether you need to improve conversions, boost visibility, or both, we’ll help you do it the smart way. Contact our Canadian SEO agency today