Intent Profile
Also known as: Query intent mix
The distribution of a property's search demand across informational, comparison, and decision-stage queries. A property-level measure, not a keyword one.
An intent profile is the shape of a property's demand: what proportion of its impressions and clicks sit on definitional queries versus comparison, pricing, and decision queries.
Two properties with identical traffic and different intent profiles are different asset classes. A buyer who reads query data will see this in minutes, and it is one of the few valuation inputs that cannot be dressed up.
Intent profiles drift toward the definitional end over time unless someone is watching, because informational topics are easier to write and rank for. Traffic rises while the profile weakens. That combination is the specific failure the Measure stage of the framework exists to catch.