search-intent-mapping
This skill should be used when the user asks to "map search intent", "classify keyword intent", "understand search intent", "match content to intent", "intent mapping for SEO", "search intent classification", "what type of content for this keyword", "map queries to intent", or any variation of mapping, classifying, or understanding search intent for SEO and content strategy.
Search Intent Mapping
Search intent is what the searcher actually wants when they type a query. Getting intent wrong is the #1 reason content fails to rank — you built the wrong page type for the query. A comparison page for an informational query bounces. A blog post for a transactional query doesn't convert. Intent mapping ensures every keyword targets the right page type.
The Four Intent Types
| Intent | What the searcher wants | SERP signals | Page type to build |
|---|---|---|---|
| Informational | Learn or understand something | Blog posts, how-tos, definitions in top 10 | Educational content, definition page |
| Navigational | Find a specific page or brand | Brand homepage, login page, specific product page in top 10 | Homepage, product page (only target for your own brand) |
| Commercial investigation | Compare or evaluate options | Comparison pages, listicles, review sites in top 10 | Comparison page, listicle, alternatives page |
| Transactional | Take a specific action (buy, sign up, download) | Pricing pages, sign-up pages, product pages in top 10 | Pricing page, demo page, free trial page |
Intent Classification Process
Step 1: Check the SERP
The fastest way to determine intent is to search the keyword and look at what Google ranks.
| SERP feature | Intent signal |
|---|---|
| Featured snippet (definition) | Informational |
| Featured snippet (list/steps) | Informational or commercial |
| People Also Ask | Informational |
| Product ads (Shopping) | Transactional |
| Review stars / comparison results | Commercial investigation |
| Local pack | Local / navigational |
| Brand-specific results | Navigational |
| Pricing pages in top 5 | Transactional |
| Listicles / "best of" in top 5 | Commercial investigation |
Rule: the SERP tells you the intent. Don't guess. If 8 of the top 10 results are listicles, the intent is commercial investigation — build a listicle, not a blog post.
Step 2: Classify by query pattern
| Query pattern | Likely intent | Example |
|---|---|---|
| "What is [X]" | Informational | "What is revenue intelligence?" |
| "How to [X]" | Informational | "How to set up lead scoring" |
| "Why [X]" | Informational | "Why is my CRM data inaccurate?" |
| "Best [X]" | Commercial investigation | "Best CRM for startups" |
| "[X] vs [Y]" | Commercial investigation | "HubSpot vs Salesforce" |
| "[X] alternatives" | Commercial investigation | "Salesforce alternatives" |
| "[X] review" | Commercial investigation | "HubSpot CRM review" |
| "[X] pricing" | Transactional | "HubSpot pricing" |
| "Buy [X]" / "sign up [X]" | Transactional | "Sign up HubSpot free" |
| "[Brand name]" | Navigational | "HubSpot" |
| "[Brand] login" | Navigational | "HubSpot login" |
Step 3: Handle mixed intent
Some queries have mixed intent — Google shows a mix of page types in the results.
| Mixed intent query | What's happening | How to handle |
|---|---|---|
| "lead scoring" | Mix of definitions + tools + how-tos | Check which page type dominates top 3. Build that type. Add sections for secondary intent |
| "CRM for small business" | Mix of listicles + product pages | Build a listicle (commercial) with educational context at the top |
| "email deliverability" | Mix of how-tos + tool pages | Build a how-to guide that mentions tools naturally |
Rule for mixed intent: Build for the dominant intent (what occupies 5+ of top 10 results). Add secondary intent as a supporting section on the same page.
Intent-to-Page-Type Mapping
| Intent | Primary page type | Key structural elements |
|---|---|---|
| Informational (definition) | Definition / glossary page | Clean definition in first sentence, subtypes, examples, FAQ |
| Informational (how-to) | How-to guide | Numbered steps, tools needed, prerequisites, HowTo schema |
| Informational (why) | Explanatory blog post | Problem statement, causes, implications, data |
| Commercial (best of) | Listicle | Ranked list, comparison table, selection criteria |
| Commercial (vs) | Comparison page | Summary verdict first, feature table, pricing comparison, FAQ |
| Commercial (alternatives) | Alternatives page | Why switch, alternatives table, top 3 deep-dives |
| Commercial (review) | Review page | Rating, pros/cons, who it's for, verdict |
| Transactional (pricing) | Pricing page | Prices in first sentence, plan table, FAQ, Product schema |
| Transactional (demo/trial) | Demo/signup page | Value prop, form, social proof, objection handling |
Intent Mapping for AEO
AI engines have their own intent patterns. Queries asked in ChatGPT often have different implicit intent than the same words typed in Google.
| Query in Google | Google intent | Same query in AI engine | AI intent |
|---|---|---|---|
| "best CRM" | Commercial — wants a listicle | "What's the best CRM for a 50-person SaaS startup?" | Wants a direct recommendation with reasoning |
| "HubSpot pricing" | Transactional — wants to see the pricing page | "How much does HubSpot cost?" | Wants a specific number in the answer |
| "lead scoring" | Mixed — definition + tools | "How does lead scoring work?" | Informational — wants a clear explanation |
AEO intent optimization:
- For informational queries: answer in the first sentence (definition or explanation)
- For commercial queries: give a direct recommendation with justification
- For transactional queries: state the specific fact (price, plan, availability)
AI engines reward directness more than Google does. Never bury the answer.
Common Intent Mismatches
| Keyword | Wrong page type (intent mismatch) | Right page type (intent match) |
|---|---|---|
| "best CRM for startups" | Blog post about CRM benefits | Listicle with ranked CRM options and comparison table |
| "HubSpot vs Salesforce" | Product page about HubSpot | Comparison page covering both products honestly |
| "what is lead scoring" | Pricing page for your lead scoring tool | Definition page explaining lead scoring with examples |
| "lead scoring software" | Educational blog about lead scoring concepts | Listicle of lead scoring tools with features and pricing |
| "HubSpot pricing" | Blog post about CRM pricing trends | Pricing page with actual HubSpot prices by plan |
Every intent mismatch = a page that won't rank. Check SERP before building any page.
Pre-Mapping Checklist
- [ ] All target keywords listed
- [ ] SERP checked for each keyword (what page types occupy top 10?)
- [ ] Intent classified for each keyword (informational, navigational, commercial, transactional)
- [ ] Mixed-intent keywords identified with dominant intent noted
- [ ] Page type assigned to each keyword cluster based on intent
- [ ] AEO intent considered (how would this query be phrased in AI search?)
- [ ] Existing pages audited for intent mismatches
- [ ] Content brief specifies the correct page type based on intent
- [ ] No intent mismatches in the content plan (every keyword → correct page type)
Anti-Pattern Check
- Building a blog post for a "best of" keyword → The SERP wants a listicle. A blog post won't rank. Check the SERP first, always
- Assuming intent from the keyword alone → "Lead scoring" could be informational or commercial. The SERP tells you which. Never guess — check
- One page type for all keywords → Not every keyword needs a blog post. Comparison keywords need comparison pages. Pricing keywords need pricing pages. Definition keywords need definition pages. Match the format to the intent
- Ignoring AI search intent → AI engines interpret queries differently than Google. "What's the best CRM?" in ChatGPT wants a direct recommendation, not a listicle. Optimize for both channels
- Never checking for intent shifts → Search intent can change over time. A keyword that was informational 2 years ago might be commercial now as the category matures. Re-check SERPs quarterly
- Building the same page type for "HubSpot pricing" and "what is CRM" → Completely different intents require completely different pages. Pricing keywords need pricing pages. Definition keywords need definition pages. Never force one format
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