Search intent: learn to classify keywords (with an interactive test)
Two searches with similar volume can be worth completely different things to your business. Someone searching “what is a CRM” wants to learn; someone searching “hire a CRM implementation” wants to buy. Understanding that difference is what turns SEO into a revenue channel.
The four types of intent
| Intent | What the person wants | Example | Page that usually ranks |
|---|---|---|---|
| Informational | Learn or understand something | how to calculate CAC | Article, guide, video |
| Navigational | Reach a specific site or brand | google ads login | The brand’s official page |
| Commercial | Compare options before deciding | best e-commerce platform | Comparisons, lists, reviews |
| Transactional | Take an action: buy, hire, get a quote | SEO agency in São Paulo | Service or product page |
A good way to confirm intent is to look at Google’s first page for the term: if only articles show up, it’s hard to rank with a sales page — and vice versa.
Test: what’s the intent?
Classify 6 searches
The answer appears as soon as you choose.
The person wants to understand a concept. The ideal content is an explanatory article with examples.
Comparing two tools is typical of the evaluation stage, just before the decision.
The person wants to reach a specific site. This kind of term is rarely worth competing for.
The verb “hire” signals action. It’s the kind of term that deserves a well-made service page.
“Best” lists signal commercial research: the person is putting together their shortlist.
A tutorial search. A detailed step-by-step tends to serve it better than a commercial page.
Worth rereading the table above
Search intent looks simple, but it’s deceptive. Review the examples and retake the test by reloading the page.
A good eye for intent
You already spot most intents. The next step is to map your business’s terms by type.
Ready to build the strategy
You got them all right. Now apply this logic to your site’s keyword research.
How to apply it on your site
List the terms
Gather what shows up in Search Console, keyword tools and the questions sales hears.
Classify the intent
Use the results test: look at what currently ranks on the first page for each term.
Map each term to a page
Transactional intent goes to a service or product page; informational, to content. Avoid two pages competing for the same term.
Prioritize by business value
Start with commercial and transactional terms tied to your highest-margin products.
How intent changes the page format
Identifying intent is half the job; the other half is delivering the format the user expects. A complete guide won’t convert someone who wants to hire now, and a sales page won’t satisfy someone who just wants to understand a concept.
| Intent | Format that works | Suitable call to action |
|---|---|---|
| Informational | Guide, tutorial, glossary, article with examples | Supplementary material, newsletter, free tool |
| Commercial | Comparison, list of options, solution page with criteria | Diagnosis, demo, contact to answer questions |
| Transactional | A to-the-point service or product page, with proof and price or proposal | Request a proposal, buy, book |
| Navigational | The brand’s corporate page | Direct access to what the person is looking for |
Mixed intent: when the same search serves different audiences
Some searches don’t have a single intent. “CRM for small businesses” can come from someone who wants to understand what it is, compare options or hire an implementation. In these cases, Google’s first page usually mixes formats — and the page that ranks best is the one that meets both needs: it explains enough and offers a clear path for those who want to move forward.
A good structure for mixed intent starts by answering the main question, lays out selection criteria and ends with an offer proportionate to where the reader is.
How to organize keyword research by intent
Group similar terms
Searches that call for the same answer should point to a single page.
Classify each group
Note the predominant intent and the format that appears on the first page.
Map to existing pages
Identify what to optimize and what needs to be created.
Prioritize by business value
Start with the commercial and transactional groups tied to your highest-margin solutions.
Connect with internal links
Informational content should lead to the related commercial pages.
This map is the core deliverable of the keyword research stage in Manáry’s SEO onboarding and goes through your approval before any content is produced.
Frequently asked questions
What is search intent?
It’s the goal behind a search: learning something, reaching a specific site, comparing options or taking an action, such as buying or hiring.
What are the types of search intent?
The four most used types are informational, navigational, commercial and transactional. Some searches combine more than one intent.
How do you find a keyword’s intent?
Search the term and analyze Google’s first page: the type of content that appears, such as guides, comparisons or product pages, shows the intent Google associates with the search.
Is search intent more important than search volume?
For businesses, usually yes. A term with fewer searches and buying intent usually generates more revenue than a heavily searched term used by people who only want information.
Want the intent map for your market?
In SEO onboarding, keyword research organizes each term by intent and by page — and goes through your approval.
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