Intent, page types, and the opportunity map · 26 min
Four intent types — classify 15 queries
In this lesson
- Label a query informational, commercial, transactional, or local (local can stack)
- Explain why SEO intent is not an Ads match type and not a GEO citation prompt
Intent is the job — not volume, not bids
A keyword is not valuable because a tool shows a big number. It is valuable if a real buyer in commuting distance might type it before booking an appointment. Four labels: Informational — they want to learn (how a CVT works). Commercial — they are comparing options (best used SUV for commuting, Northfield reviews). Transactional — they are ready to act (2018 CR-V for sale Frederick, book a test drive). Local — the query names a place, “near me,” hours, or a phone (Northfield Motors Frederick hours). Local stacks: “used CR-V under 16k Frederick” is transactional + local. Write the primary intent first, then yes/no local. Do not invent monthly search volume. Unknown volume is allowed.
Not Ads. Not GEO.
Google Ads will later ask match types, bids, and RSAs — that is a different course. GEO will later ask whether ChatGPT or an AI Overview would cite Northfield — that is a different course. This course asks: if Google showed ten blue links, which query is worth earning organically, and what page should that link open? “Best car movies 2026” can have volume and still be worthless. A Skillshop or Semrush lesson that teaches bidding does not replace this classification.
Worked classification — 15 queries
(1) how does a cvt transmission work → informational, not local. (2) what is certified pre-owned → informational. (3) best used suv for snow commuting → commercial. (4) northfield motors reviews → commercial + local. (5) used cars frederick md → commercial + local. (6) used honda cr-v frederick md → commercial/transactional + local. (7) used cr-v under 16000 frederick → transactional + local. (8) 2018 honda cr-v for sale frederick → transactional + local. (9) northfield motors frederick hours → local (navigational). (10) northfield motors phone → local / transactional. (11) financing used car frederick → commercial + local. (12) 48 hour test drive frederick → transactional + local (their offer). (13) how to check a vin → informational. (14) car salesman jobs frederick → none of the above — would not rank for (wrong customer). (15) best car movies 2026 → informational entertainment — would not rank for (cannot create an appointment). Write those fifteen labels before you open a keyword tool.
“used honda cr-v under 16000 near Frederick MD” is the strongest commercial/transactional + local opportunity on that list. “what is a used car” and “best car movies 2026” are not.
Exercise
Classify the fifteen
Copy the 15 queries from the worked list. For each: primary intent (informational / commercial / transactional / local), local yes/no, and one sentence on whether it could create a Northfield appointment this month. Do not add match types or bids.
Deliverable: 15-row table: query, intent, local, appointment yes/no.
Semrush · Official resource
Semrush Academy
Use their free keyword lessons as a supplement. Your grade is the Northfield classification, not a copied Semrush module and not an Ads Editor file.
Create a free account and verify your email to save progress, quizzes, and portfolio work. Create a free Academy account · Sign in
Ask the tutor
The tutor will guide you. It will not finish graded work for you.