Search Intent is Everything
Ranking for high-volume keywords means nothing if the intent does not match your product. A page targeting "what is project management" will never convert as well as "best project management software for agencies."
The 4 Intent Types
Informational: "How to" queries — blog content, guides, tutorials.
Navigational: Brand name searches — branded landing pages.
Commercial: "Best," "top," "vs" queries — comparison content, review pages.
Transactional: "Buy," "pricing," "discount" — product and category pages.
Collection Page Strategy
Map each product category to its highest-intent keyword. For example, your "CRM Software" collection page should target "CRM software for small business" — not just "CRM."
- Audit existing keywords and classify by intent
- Create dedicated collection pages for commercial and transactional intents
- Add FAQ schema to capture informational intent on collection pages