Tag intent for a keyword list in 4 passes
Guessing intent from the keyword alone fails on roughly 1 in 5 terms. Read the SERP instead. We tagged 1,800 queries with this routine.
— Pass 1: count shopping/product results ▇▇▇▇ 4+ = transactional
— Pass 2: count how-to and listicle results ▇▇▇ 3+ = informational
— Pass 3: check for a local pack or map = local intent
— Pass 4: look for a brand homepage on top = navigational
Distribution we found: 44% informational, 29% commercial, 18% transactional, 9% mixed. The so what: 19% of terms whose words screamed "buy" actually returned guides. SERP wins over wording every time.
Benchmark of the week: across broad lists, informational intent claims 40 to 50% of queries.
Keyword Lab Numbers
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Tag intent for a keyword list in 4 passes
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