Classification of User Intent: Action, Information, and Navigation: Do-Know-Go
Sometimes it is helpful to classify user intent for a query in one or more of these three categories:
• Action intent - Users want to accomplish a goal or engage in an activity, such as download software, play a game online, send flowers, find entertaining videos, etc. These are Do queries: users want to do something.
• Information intent - Users want to find information. These are Know queries: users want to know something.
• Navigation intent - Users want to navigate to a website or webpage. These are Go queries: users want to go to a specific page.
An easy way to remember this is Do-Know-Go. Classifying queries this way can help you figure out how to rate a webpage. Important: Many queries fit into more than one type of user intent.
Action Queries: Do
The intent of an action query is to accomplish a goal or engage in an activity on the web. The goal or activity may be to download, to buy, to obtain, to be entertained by, or to interact with a resource that is available on the web. Users want to Do something.
|
Query |
Likely User Intent |
|
[download adobe reader], English (US) |
Download software. |
|
[online personality test], English (US) |
Take an online personality test. |
|
[what is my bmi?], English (US) |
Calculate the BMI (body mass index). |
|
[buy Citizen Kane DVD], English (US) |
Purchase this DVD. |
|
[flowers], English (US) |
Order flowers online or look at pictures of flowers. |
|
[bubble spinner 2], English (US) |
Play Bubble Spinner 2 online or download the game. |
Information Queries: Know
An information query seeks information on a topic. Users want to Know something; the goal is to find information.
|
Query |
Likely User Intent |
|
[Switzerland], English (US) |
Find travel and tourism information for planning a vacation or holiday, or find information about the Swiss geography, languages, economy, etc. |
|
[cryptology use in WWII], English (US) |
Find information about how cryptology was used in World War II. |
|
[how to remove candle wax from carpet], English (US) |
Find information on how to remove candle wax from carpet. |
|
[definition of paradox], English (US) |
Find a definition of "paradox." |
|
[allergies], English (US) |
Find information about allergies. |
|
[big dog breeds], English (US) |
Find information about big dog breeds. |
Navigation Queries: Go
The intent of a navigation query is to locate a specific webpage. Users have a single webpage or website in mind. This single webpage is called the target of the query. Users want to Go to the target page.
The most helpful page for a navigation query is the navigational target page.
|
Query |
Likely User Intent |
|
[kayak], English (US) |
Go to the Kayak homepage. |
|
[youtube], English (US) |
Go to the YouTube homepage. |
|
[ebay], Italian (IT) |
Go to the Italian eBay homepage. |
|
[best buy store locator], English (US) |
Go to the store locator page on the Best Buy website. |
|
[sony customer support], English (US) |
Go to the customer support page on the Sony website. |
|
[canon.com camcorders], English (US) |
Go to the camcorders page on the Canon website. |
Queries with Multiple User Intents (Do-Know-Go)
Many queries have more than one likely user intent. Please use your judgment when trying to decide if one intent is more likely than another intent.
|
Query |
Likely User Intent |
|
[firefox], English (US) |
Do and GoMany users may want to download the Firefox browser (Do) from the official Firefox website (Go). |
|
[bmi], English (US) |
Do and KnowSome users may want to calculate (Do) their BMI (body mass index). Some users may want to learn what BMI is or how to interpret their BMI number (Know). |
|
[iphone], English (US) |
Do, Know, and GoUsers may be looking to purchase an iPhone (Do), find information (Know), or go to the iPhone page on the Apple website (Go). |
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