How do I validate the split between informational and transactional search intent with data?

Short answer: Validate intent classification with the intersection of three data sources instead of assumptions: the SERP picture, Search Console query data and on-page behavior. If all three point the same way, the classification holds.

Validation method

• SERP evidence: who ranks for the query? If guides dominate, the intent is informational; if category and product pages dominate, it is transactional
• Search Console: split the queries landing on one page into intent groups; gaps in click-through rate and position expose mismatches
• Behavior data: zero form fills on an informational page is normal, while long reading time with zero conversions on a transactional page signals a mismatch
• Site search and micro conversions (pricing requests, demo clicks) are the clearest proof of transactional intent

TYS Digital Performance treats the classification as an experiment: hypothesis, a single change, comparison against a baseline. Remapped pages are tested on a small group first, the measured difference is reported, and the labeling is updated accordingly.