What it is
Search Intent shows the underlying purpose behind a user’s search query.
In your Keyword Ranking Table, you’ll see a “Search Intent” column with a letter code representing the dominant intent behind each keyword:
C – Commercial (researching products/services before buying)
I – Informational (seeking information or answers)
N – Navigational (looking for a specific brand or website)
T – Transactional (ready to complete an action or purchase)
We use advanced data-mining algorithms and AI to analyze large volumes of search data and determine the dominant intent for each keyword. Intent is only shown when our confidence level exceeds 50%.
Why it matters
Ranking #1 means very different things depending on intent.
Informational keywords drive awareness.
Commercial keywords influence decision-making.
Transactional keywords drive revenue.
Navigational keywords reinforce brand strength.
Understanding intent helps you:
Prioritize high-value keywords.
Align content with user expectations.
Segment performance by funnel stage.
Improve conversion-focused SEO strategy.
How it works
Each keyword is analyzed using AI and search behaviour modeling.
A dominant intent is assigned if confidence >50%.
The intent is displayed as a letter code in the Ranking Table.
Hovering over the intent reveals the confidence level.
All search intents are automatically updated bi-monthly.
If no intent appears, it means confidence was below the threshold.
Where to find it
Go to your Project
Open the Keywords Ranking Table
Locate the Search Intent column
How to interpret it
Example:
Keyword: “best CRM software” → C (Commercial)
Keyword: “what is CRM” → I (Informational)
Keyword: “HubSpot login” → N (Navigational)
Keyword: “buy CRM software online” → T (Transactional)
Use this to:
Group keywords by funnel stage using Tags.
Compare Estimated Traffic by intent.
Analyze Share of Voice for commercial vs informational terms.
Best practices
Segment projects or tags by intent to track performance by funnel stage.
Focus optimization efforts on high-volume transactional and commercial terms.
Use informational keywords to build topical authority.
Combine with Visibility Score and Estimated Traffic for strategic prioritization.
Review intent shifts over time (bi-monthly updates may adjust classifications).