Research intent in a keyword research process for your brand's SEO strategy. This is the real purpose of a person when they perform a search on Google or AI.
Identifying it allows you to create content that accurately answers what the user expects to find. If it's relevant to the user, it's appropiate to search engines and for AI to cite you.
On the WAC-IA platform, there are three main types of search intent:
Information:The user is looking to learn or resolve a doubt. These are usually generic doubts. They correspond to the top of a traditional marketing funnel (TOFU or Awareness).
Example: “What is SEO?”
Transactional and/or commercial:The user is looking to buy, hire, or download something. This is a genuine intention to do business with whoever delivers the best results for their search. This corresponds to the bottom of a traditional marketing funnel (BOFU or Conversion).
Example: “SEO content agency prices”.
Navigational:This is when the user wants to reach a specific page. They already know exactly what they want to find.
Example: “Facebook login”.
Understanding the intent behind your potential customers' searches allows you to create more relevant content, increase your CTR (clicks-through rate), improve your search engine ranking, and generate more AI mentions.