Traditional search intent classifications, such as transactional, informational, navigational, and commercial, are limited in their ability to explain modern search behaviour. These classifications tend to generalise the likely actions users will take based on SERP signals, but they often fail to capture the deeper human goals, motivations, and desired outcomes that trigger a search in the first place.

For example, a search term such as “beach vacation packing list” would typically be classified as informational by platforms like Semrush and Ahrefs. These SEO tools analyse SERP indicators and infer that the user is seeking information. As a result, many marketers in the travel and accessories sector would cluster this keyword and create a blog post containing a downloadable packing checklist.

While this is a reasonable starting point, the informational classification does not go deep enough to explain the underlying motivations behind the search, particularly for users in specific locations and at specific points in time. A deeper understanding of intent can unlock a broader range of business opportunities and strategic insights.

Clearscope, an AI-powered content optimisation platform, has also explored this challenge. Rather than relying solely on traditional intent labels, Clearscope attempts to describe what users hope to find. Using the same example, “beach vacation packing list”, Clearscope describes the intent as:

“Searchers are looking for comprehensive lists that include all necessary items for a beach vacation, covering clothing, accessories, and gear.”