There’s something uniquely human about typing a desperate question into a search bar at 1:17 a.m. Maybe it’s “how to tell if I’m allergic to shrimp” or “how to remove a virus from my laptop without crying.” Or, if you’re a B2B buyer, it might be “best CRM for small teams that hate each other.”
Whatever the case, the search bar is the modern confessional. And as marketers, our job is to stand behind the curtain—not judging, just quietly placing brochures and demos where the digital priests of Google might point.
But here’s the catch: most of us don’t actually listen to what people are confessing. We just slap some keywords on a landing page and hope for the best.
Let’s fix that.
Let’s talk about search intent—the real reason behind the query—and why understanding the three types of search intent is the difference between content that converts and content that makes people whisper “ugh” and click away.
Why Marketers Keep Flunking Intent
Marketers are great at pretending we’re data-driven while operating purely on vibes. We rank for “best accounting software,” and instead of showing a pricing page or comparison table, we proudly display a 2,000-word blog titled “What Is Accounting?”
If someone is trying to buy a pair of pants, don’t hand them the history of trousers.
Search intent is the why behind the query. And too often, we focus on the “what” (keywords) and completely ignore the “why.”
Understanding the types of search intent means we can stop playing SEO charades and start actually helping people find what they came for.
The 3 Types of Search Intent (Yes, There Are Only Three—Calm Down)
1. Informational Intent: “I’m Not Buying, I’m Just Looking”
These are the curious ones. They search things like:
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“How does lead scoring work?”
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“What is HIPAA compliance?”
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“Why is my email open rate terrible and do my prospects secretly hate me?”
They’re not ready to commit. They’re just poking around. Like the person in IKEA who came for meatballs but is now inexplicably testing the firmness of every mattress.
Content for this type of search intent should be educational. Think blog posts, explainers, and downloadable guides. Think “no pressure.” If you try to push them to a product demo right now, you’ll send them running back to Google like you just proposed on the first date.
2. Navigational Intent: “I Know What I Want—Just Help Me Get There”
These searchers are looking for something specific—a website, a brand, a feature comparison. They already know you or your competitor exists. Their search sounds like:
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“HubSpot login”
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“BuyerTwin case studies”
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“Salesforce vs Zoho CRM”
They’re not lost, they’re just tired of typing long URLs. For this type of search intent, make things easy. Clear navigation. Obvious CTAs. Fast answers. These folks don’t want to read—they want to arrive.
3. Transactional Intent: “Here’s My Wallet, Where’s the Button?”
This is the holy grail. The buyer is ready to act. They’re searching things like:
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“free trial CRM platform”
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“BuyerTwin pricing”
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“best B2B content strategy tool 2025”
Don’t bury your CTAs or send them to your blog. For this type of search intent, serve up landing pages, demos, discounts—whatever gets them across the finish line.
They don’t want to be courted. They want to be converted.
Why Matching Intent to Content Matters (and Why You Keep Messing It Up)
Let’s say someone searches for “top ABM software pricing.” That’s transactional intent. They want numbers, comparisons, bottom-line answers.
If you serve them a 10-minute “What Is ABM?” video instead, congratulations—you’ve just told them you weren’t paying attention. Or worse, that you think they’re stupid.
Understanding the types of search intent helps you align content with mindset. And when you match intent with the right experience, you stop being noise and start being useful.
Intent Is a Journey (and You’re Probably Interrupting It)
Buyers don’t live in one box. Today they’re informational, tomorrow they’re transactional. This morning they were Googling “what is product-market fit,” and by lunch they’re searching “FrictionlessHQ pricing.”
Recognizing that buyers move through different types of search intent as they explore and evaluate means you can build content for every stage—without being that awkward brand that pushes a pricing page on someone still reading your “About Us.”
Intent evolves. Your content should too.
Let BuyerTwin Read Between the Queries
Now, you could fire up seventeen SEO tools, comb through spreadsheets, cross your fingers, and try to divine buyer behavior like a marketing astrologer.
Or you could use BuyerTwin.
BuyerTwin’s Search Intent feature goes beyond keywords. It analyzes how real people search—what they’re trying to do, not just what they typed. It deciphers search signals to tell you where buyers are in their journey and what kind of content they’re hoping to find.
It’s like having a mind reader for your marketing team. One that doesn’t charge by the hour or ask you to “align your chakras.”
Final Thought: Stop Being a Mismatch
At the end of the day, if your content doesn’t match the searcher’s intent, you’re not just irrelevant—you’re irritating.
Understanding the types of search intent isn’t just good SEO. It’s empathy. It’s saying, “I see you, panicked Googler. Here’s exactly what you need.”
And when you get that right? That’s when curiosity becomes conversion.
Want to see what your buyers really meant when they typed that query?
Explore BuyerTwin’s Search Intent feature and stop guessing—start connecting. Sign up for a free account today!