At one point in my life, I thought I could learn how to be a “dog person.” I searched “how to bond with a dog,” then “how to get dog to stop biting,” then “hypoallergenic pets that don’t hate you.” It wasn’t until I typed “small emotional support llama” that I realized: this was no longer about dogs.
And that, friends, is what we in the marketing world call search intent—the quiet, spiraling panic behind someone’s Google history.
Unfortunately, most marketers treat search intent like it’s just window dressing for SEO. Just sprinkle in a few keywords, maybe toss “ultimate guide” in the title, and wait for Google to hand over the leads.
But here’s the truth: search intent is the buyer’s internal monologue. It’s their digital trail of fears, frustrations, and midnight obsessions. And if you’re only optimizing for keywords, you’re missing the plot entirely.
Keywords Are Just the Crumbs
I once worked with someone who insisted that every blog post include the phrase “enterprise-ready.” This was a man who also said “ping me” in casual conversation and had opinions about fonts.
When I asked who, exactly, was searching for “enterprise-ready” at 8 AM on a Tuesday, he said, “Well, it’s a high-intent keyword.”
No. No, it’s not. It’s just two words awkwardly mashed together because someone told you B2B buyers like jargon.
Here’s the thing: keywords tell you what someone typed. Intent tells you why.
And as anyone who’s ever searched “why won’t my cat look at me” knows, the “why” is the juicy part.
A Quick and Dirty Breakdown of Intent
In the world of SEO, there are four commonly accepted types of search intent. Which is hilarious, because most buyers don’t know they’re following a framework—they’re just trying not to get fired.
Let’s break it down:
🧠 Informational
Example: “What is CRM?” The buyer is curious. Possibly confused. Possibly your dad. Either way, they are not ready to talk to sales.
🚪 Navigational
Example: “HubSpot login” They know where they’re going—they just need a door. Do not sell to them. Do not disturb.
🛍️ Transactional
Example: “Best CRM for small business” Now we’re talking. These people have a problem and a credit card. Treat them gently.
⚖️ Commercial / Comparative
Example: “HubSpot vs Salesforce pricing” These folks are deep in the decision pit. They’re angry, caffeinated, and probably building a slide deck for their boss.
Now, why does this matter? Because if you’re writing educational blogs for someone comparing pricing, they’re gone. And if you’re pitching product demos to someone Googling “what is an API,” they are also gone—possibly forever.
Why Keyword-Obsessed Content Falls Flat
Imagine going on a date where the other person just keeps repeating the same word you mentioned once.
You: “I like hiking.” Them: “Hiking? Let me tell you about hiking. Hiking is great. We’re very hiking-forward here.”
That’s what keyword-stuffed content feels like. It’s robotic. It’s tone-deaf. And it never actually answers the question behind the search.
You might rank, sure—but what happens next? The bounce rate becomes a trampoline.
Because here’s the kicker: intent is about context. Not just the search term, but the buyer’s emotional and strategic state at the time of searching.
Are they panicking? Planning? Sneaking in research between Zoom calls? BuyerTwin helps you find out.
What BuyerTwin Does That SEO Tools Can’t
Traditional SEO tools are like an anxious intern reading off a spreadsheet. “This keyword has volume. This one doesn’t. People click this. Next slide?”
BuyerTwin is like your nosy aunt who reads your diary and then gives you actual advice.
Here’s how it works:
1. Search Behavior Mapping
BuyerTwin doesn’t just track what people search—it watches what they do next.
- Do they click a product page?
- Do they bounce after a how-to blog?
- Do they return three days later and read a case study?
These are not clicks. These are signals—and BuyerTwin stitches them together like a juicy true crime podcast.
2. Intent Signal Clustering
BuyerTwin groups queries by intent stage, not just keyword type.
Example:
- “What is onboarding?” = Early stage
- “Onboarding tools comparison” = Mid-stage
- “[Your product] onboarding reviews” = Late stage
It’s like buyer therapy. “Let’s talk about where you are emotionally right now. Are you still exploring? Or are you ready for commitment?”
3. Content Recommendations Based on Intent
Instead of guessing which blog to write next, BuyerTwin tells you what your buyers actually need.
It says things like:
- “Hey, you have ten blogs targeting early-stage queries but nothing for transactional searches.”
- “Buyers researching [competitor] are also searching for pricing tools. Maybe build a calculator?”
It’s like having a content strategist who isn’t burned out and doesn’t think GIFs are a strategy.
Mistakes People Make With Search Intent
❌ Mistake #1: Chasing high-volume keywords without context
That 8,000-volume keyword might bring in traffic, but if it attracts students and tire-kickers, it’s just a glorified bounce party.
❌ Mistake #2: Using blogs for bottom-funnel queries
Writing a long-form blog for “buy onboarding software” is like writing a novel to propose. They’re ready. Give them a CTA, not a TED Talk.
❌ Mistake #3: Creating content for who you hope is searching—not who actually is
Intent isn’t what you want people to feel. It’s what they actually feel. If people are anxious, confused, or in research mode, don’t come at them with “Schedule a Demo.”
Turning Intent Into Strategy (Without Losing Your Mind)
When you know intent, you can:
- Build smarter nurture campaigns
- Map keywords to funnel stages
- Create better CTAs and landing pages
- Stop creating “ultimate guides” to topics nobody asked for
BuyerTwin makes it possible to align search behavior with messaging, content type, and journey stage—so you’re not lobbing PDFs at strangers and hoping for the best.
Final Thoughts From Someone Who Once Googled “Do adults need multivitamins?”
Search intent is a confession. It’s what buyers are thinking when they think no one is watching. And if you can learn to decode it—not just collect it—you’ll create content that feels like a solution, not a sales pitch.
So next time someone pitches you a keyword with “good volume,” ask them: “But what does the buyer want?” If they blink, send them this article. And maybe a link to BuyerTwin.
🎯 Want to See What Your Buyers Are Really Searching For?
Let BuyerTwin decode the signals behind the search—and help you build content your buyers actually want. Sign up for a free account today!