# Keyword Intent Taxonomy

Classify each keyword by **4 primary intent types**, then map it to content format, funnel stage, CTA, and conversion expectation. Verify final intent against the live SERP when available.

## Primary Intent Matrix

| Intent | User goal | Sub-categories | Signal words | Best formats | Typical length |
|--------|-----------|----------------|--------------|--------------|----------------|
| Informational | Learn something | Educational, instructional, exploratory, troubleshooting | what, how, why, guide, tutorial, examples, tips, definition, checklist, steps, pros and cons | Explainers, tutorials, listicles, FAQs, debug guides | 800-4,000 words by depth |
| Navigational | Find a known site/resource | Brand search, product/feature search, login/access, support/docs | brand name, login, sign in, pricing, support, help, docs, official, download | Homepage, product page, docs, support, branded landing pages | As short as needed |
| Commercial investigation | Research before buying | Comparison, review-seeking, best-of, evaluation | best, top, vs, comparison, review, alternative, worth it, features, pricing, cost, for [audience] | X vs Y, reviews, buying guides, ranked roundups, calculators | 2,000-5,000 words |
| Transactional | Complete an action | Purchase, signup/trial, download, hire/engage | buy, purchase, price, discount, coupon, free trial, demo, signup, download, hire, book, near me | Pricing pages, landing pages, signup pages, local service pages | Conversion-focused |

## Sub-Category Examples

| Intent | Sub-category | Query examples |
|--------|--------------|----------------|
| Informational | Educational | `what is SEO`, `content marketing explained` |
| Informational | Instructional | `how to set up Google Analytics`, `how to do keyword research` |
| Informational | Troubleshooting | `why is my site not ranking`, `404 error fix` |
| Navigational | Brand/product | `Ahrefs`, `GSC coverage report`, `Ahrefs API documentation` |
| Commercial | Comparison | `Ahrefs vs Semrush`, `WordPress vs Squarespace for SEO` |
| Commercial | Best-of | `best SEO tools`, `top keyword research tools` |
| Transactional | Purchase/signup | `buy Ahrefs subscription`, `Semrush pricing plans`, `SEO agency near me` |

## Funnel Mapping

| Funnel stage | Dominant intent | Content goal | Typical CTA | Conversion potential |
|--------------|-----------------|--------------|-------------|----------------------|
| Awareness | Informational | Attract and educate | Newsletter, related guide | 0.5-2% |
| Interest | Informational | Deepen engagement | Download, webinar, internal guide | 0.5-2% |
| Consideration | Commercial | Build preference | Comparison, free trial, demo | 2-5% |
| Evaluation | Commercial | Overcome objections | Demo, case study, ROI calculator | 2-5% |
| Decision | Transactional | Convert | Buy, subscribe, hire, book | 5-15% |
| Retention | Navigational | Support and retain | Login, docs, feature access | Already engaged |

## Mixed Intent Handling

| Query pattern | Primary | Secondary | Content strategy |
|---------------|---------|-----------|------------------|
| `best [product] for [use case]` | Commercial | Informational | Buying guide with educational context |
| `how to [task] with [product]` | Informational | Navigational | Tutorial featuring product-specific steps |
| `[product] review and pricing` | Commercial | Transactional | Review plus clear pricing CTA |
| `what is [concept] tools` | Informational | Commercial | Explainer that transitions to tool options |

Mixed-intent rule: answer the dominant question first, bridge to secondary intent naturally, mirror the SERP format, and segment CTAs by reader readiness.

## Classification Process

1. Read the query literally: what is the user trying to do?
2. Match signal words to the intent matrix.
3. Check the live SERP when possible; treat it as ground truth.
4. Pick the primary intent and sub-category.
5. Note any secondary intent.
6. Choose content format and target depth.
7. Map funnel stage and CTA.
8. Set conversion expectation.

## Common Mistakes

| Mistake | Example | Correct handling |
|---------|---------|------------------|
| Treating all `best` queries as informational | `best CRM software` | Commercial investigation |
| Treating all questions as informational | `how much does Ahrefs cost` | Commercial or transactional |
| Ignoring local intent | `SEO services` | Transactional/local |
| Missing navigational intent | `HubSpot blog` | Navigational |
| Assuming single intent | `SEO tools` | Mixed; verify SERP |