Search Intent
What a searcher is actually trying to accomplish — learn a definition, compare options, or buy.
Intent decides the format
Definitional intent wants a direct answer. Comparison intent wants a conclusion, not a survey. Transactional intent wants price and implementation detail. Material that mismatches the intent does not rank, however well written.
The commonest error
RELATED TERMS
Bottom of Funnel (BOFU)
The decision stage, where a prospect is comparing specific options and evaluating fit, price and risk.
Content Marketing
Publishing material that attracts and informs a defined audience, building durable demand rather than renting attention.
Inbound Marketing
Attracting prospects by publishing material they seek out, rather than by interrupting them.
Top of Funnel (TOFU)
The awareness stage, where a prospect becomes aware of a problem or a category rather than a product.
Learn how to apply this: RevOps 101: Revenue Operations Foundations
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
See the course