Search Intent

The Four Intent Types

Informational: the user wants to learn something. ("What is GEO?" "How does PR work?") Navigational: the user wants to reach a specific site or page. ("5wpr.com" "Forbes login") Transactional: the user wants to take an action — buy, sign up, download. ("Buy PR software" "Hire PR agency") Commercial investigation: the user is comparing options before a decision. ("Best PR agencies 2026" "Meltwater vs. Cision")

Why It Matters

Google ranks pages that match intent. A product page won't rank for an informational query ("What is a press release?") and a blog post won't rank for a transactional query ("Buy press release distribution"). Content must be built to match the intent Google has already assigned to the query — visible in the SERP by looking at what type of content currently ranks.

AI Engine Intent

AI engines handle intent differently. A user asking ChatGPT "best CRM for small business" expects a direct recommendation — not ten blue links. AI engines blend informational and commercial investigation intent into a single synthesized answer. Content that anticipates this blended intent — combining explanation with recommendation and evidence — performs best in both search and AI retrieval.