Different visitors, different destinations
Imagine an information centre inside an arcade. One visitor asks the guide how a machine works. Another heads straight to the membership desk. A third compares prize packages; a fourth is ready to buy tokens. Giving every visitor the same sales pitch would miss three of those missions.
Search intent is our best interpretation of the need behind a query. It is evidence, not mind-reading.
Four useful working categories
Informational
Example search “how to clean an arcade joystick”
- Probable goal
- Learn, understand or solve a problem.
- Page that may help
- A direct answer, guide or tutorial.
Navigational
Example search “Nintendo support login”
- Probable goal
- Reach a particular brand, site or page.
- Page that may help
- The recognisable official destination.
Commercial investigation
Example search “best family arcade in Manchester”
- Probable goal
- Compare choices before deciding.
- Page that may help
- A transparent comparison, review or category guide.
Transactional
Example search “book arcade party Leeds”
- Probable goal
- Complete an action such as buying or booking.
- Page that may help
- A focused service, booking or product page.
Quick classification challenge
Choose the most likely immediate goal. The content remains useful even before answers are opened.
“how do claw machines work?”
Likely informational: the searcher wants an explanation.
“compare retro arcade cabinets”
Likely commercial investigation: they want criteria and trade-offs.
“buy ten arcade tokens”
Likely transactional: they appear ready to act.
“Arcade Club opening times”
Likely navigational: they want a known venue’s information. It also carries an informational need.