Why understanding search intent matters more than volume
When most people think about SEO, they think about getting traffic. More visitors, more clicks, more leads.
But traffic alone doesn’t build a business. Especially if it’s the wrong kind of traffic.
We’ve seen it happen plenty of times: a company pours time and effort into ranking for informational keywords—things like “how to set up a maintain X” or “what is SEO”—and sees a nice bump in traffic. But nothing else moves. No new leads. No new clients. No impact on revenue.
It’s not a content problem. It’s a keyword intent problem.
The 4 Keyword Types That Matter Most
We group keywords into four essential buckets: informational, thought-leadership, transactional, and branded. Each plays a distinct role in a healthy SEO strategy.
Informational keywords bring in people looking to learn. They’re searching for tips, explanations, comparisons, or how-to content. This is top-of-funnel traffic. The goal here isn’t to sell—it’s to teach and earn attention.
Thought-leadership keywords help position you as an authority. These might have lower search volume, but they connect your expertise to the bigger conversations in your industry. They build trust and brand recognition so that when someone is ready to buy, they already know your name.
Transactional keywords signal buying intent. Searches like “best CRM for law firms” or “SEO services near me” mean the person is already in decision mode. These are the terms that drive conversions.
Branded keywords—searches that include your company or product name. Ranking well for your own brand ensures that when someone looks you up directly, they find accurate, high-quality content. These searches often come from people who’ve already heard of you and are further along in the decision process. Branded content reinforces credibility and improves the chances they’ll act.
A complete SEO strategy addresses all four. Most websites don’t.
Traffic vs. Traction
If your site only ranks for top-of-funnel content, you may see plenty of clicks but very few outcomes. The job of SEO isn’t just to bring in visitors. It’s to bring the right people at the right time.
That’s why we always map keyword research to the full customer journey. Where are people discovering your brand? Where are they evaluating options? Where are they ready to act? And where are they simply confirming what they already know about you?
We also look at keyword volume in context. A lower-volume term with buying intent—or brand familiarity—often delivers more value than a broad, high-volume phrase. That might mean fewer visits. But it usually means better ones.
Clients get that. Revenue talks.
Do the Work, Get the Win
SEO isn’t just a technical checklist. It’s a strategy. And the more useful, relevant, and honest your content is, the better your odds of ranking for keywords that actually matter to your business.
Search engines are getting smarter about understanding intent. Your keyword strategy should reflect that. Yes, publish the basics. But also invest in content that shows how you think, how you help, and why you’re the right fit.
We like to say: you might not want a soda right now, but when you do, you want a Coke. Thought-leadership content works the same way. It’s not always the last-click driver. But it’s what keeps you top of mind when it counts.
Want help building a keyword strategy that fits your business—not just your traffic goals?
Let’s talk about what kind of traffic actually moves the needle for you.
