Search is no longer just about 'keywords'

For a long time, SEO was a battle of keywords. Performance hinged on which words were included in page titles and how often they were repeated in the body of the text. However, as search engines began to understand user context and behavior, keywords were no longer the starting point. Today, search has shifted to a question of interpreting intent: "What is this person trying to do right now?" The concept at the heart of this shift is "search intent."

Content that fails to properly understand search intent, no matter how much information it contains, will likely diverge from users. Conversely, content that accurately aligns with intent generates high dwell times and conversions with minimal information. The four-tiered classification of search intent provides the most fundamental framework for structurally understanding this shift.

Market Needs: Why Search Intent Classification Matters

What businesses and brands seek through search isn't simple exposure. The goal is to understand the stage at which potential customers are and provide them with information and experiences tailored to that stage. However, many websites assume all users are in the same state. They push purchase buttons to those who are already browsing information, while repeating basic explanations to those who have already completed their comparisons.

Search intent classification is a mechanism to reduce this inefficiency. If users cannot distinguish whether they are "wanting to know," "comparing," or "pre-purchase," content strategies will inevitably become fragmented. Especially in an environment where AI search and summary responses are prevalent, content that doesn't align with intent will struggle to even appear in search results.

Problem Statement: Why One Content Can't Satisfy Everyone

Content strategies that ignore search intent share a common problem: the page's purpose becomes ambiguous, and search engines struggle to determine what question the page answers. Consequently, the page becomes less competitive in search results and is perceived as "useless" by users.

To address this issue, search intent is generally categorized into four categories. These categories are not simply theoretical; they are closely tied to how search engines actually interpret content.

Four Types of User Search Intent

1. Informational Intent

Information-seeking searches stem from a desire to know. Users are aware of a problem, but haven't yet decided on a solution or direction. Searches like "What is SEO?", "The difference between D2C and marketplaces?", and "Key points of the Personal Information Protection Act" fall into this category.

Users at this stage don't want to be sold. Instead, they demand reliable explanations, structured information, and context. Content that addresses this intent focuses on guides, explanatory columns, and concept-creation pages. Excessive CTAs or sales pitches can actually lead to abandonment.

2. Navigational/Commercial Investigation Intent

Exploratory and comparative searches are the narrowing-down phase. Users have already identified a problem and are comparing various options. Searches like "Shopify vs. Wordpress," "AEM implementation cost," and "SEO agency recommendations" fall into this category.

At this stage, "differences" and "criteria for judgment" are more important than simple information. Comparisons of features, pros and cons, application examples, and adoption considerations become key content. From a brand's perspective, this stage is a crucial step in building trust.

3. Transactional Intent

Transactional searches are signals of impending action. Searches like "SEO consulting quote," "website build inquiry," and "Shopify developer" indicate a buyer is already considering a purchase or contract.

Content that addresses this intent must be clear. The service scope, process, cost structure, and contact method should be presented intuitively. Unnecessary explanations can actually be a hindrance. A structure centered around a landing page, service introduction page, and contact form is appropriate.

4. Post-Action / Loyalty Intent

The fourth type is relatively overlooked, but crucial for long-term performance. It's when users who have already transacted with you or established a relationship search for follow-up actions. Searches like "profitable maintenance," "how to interpret SEO reports," and "AEM operations guide" fall into this category.

Content at this stage focuses on customer support, operational guidance, and advanced usage techniques. This goes beyond simple customer service and serves as the foundation for re-engagement and additional projects.

Challenges from a technology, design, and security perspective

Applying search intent classification to real-world websites presents several challenges. Technically, URL structure and page purpose must be clearly separated, and a single page must not attempt to satisfy multiple intents simultaneously. Design-wise, information density and CTA intensity must be adjusted to suit the user's current situation. Security and trust-based policies, especially transactional and follow-up content, must clearly state privacy and data protection policies.

The Iropke Approach: Using Search Intent as the "Starting Point for Content Design"

This approach addresses search intent not simply as SEO theory, but as a starting point for website information architecture and content design. Instead of listing keywords early in a project, we first categorize each keyword into its intended meaning. We then design content types, page structures, and UI flows tailored to each intent.

This approach goes beyond search engine responsiveness and connects directly with the actual user decision-making flow. Consequently, it creates a structure that improves retention time, conversion rates, and inquiry quality after search inflow.