Intent-Carrying Impression Share

The single most useful number in this dimension, and the one almost nobody puts on a dashboard. A rising count with a falling share is what unmanaged content expansion produces.

Measures

Proportion of impressions and clicks on queries classified as comparison, pricing, alternatives, or vendor-selection, versus definitional.

Data Source

Google Search Console query data, with intent classified by query shape.

Indicates

Whether the property's demand is attached to money or to curiosity.

What Moves It

Publishing on decision-stage queries in a subject where the property already has standing. Also, in the wrong direction, publishing lots of easy definitional content.

Does Not Prove

Revenue. Intent-carrying traffic with no conversion route earns exactly as much as definitional traffic.

Status

Measured once Search Console has query data. Intent classification is inference, and it holds in aggregate rather than per query.