Ask Kalicube

The purpose behind a user search query - whether informational, navigational, transactional, or commercial.

Jason Barnard's TKP Intent Framework replaces traditional SEO intent categories. Brand Intent (your brand name in the query) maps to Understandability - BOFU, where AI must represent you accurately. Conversion Intent (purchase signals WITHOUT your brand) maps to Credibility - MOFU, where AI must trust you enough to recommend you. Topic Intent (pure problem/topic queries) maps to Deliverability - TOFU, where AI must proactively discover and suggest you.

The key insight: "Brand vs Competitor" queries are BOFU (your brand IS in the query), not MOFU. Competitor hijacking ("Semrush alternatives") IS MOFU because your brand is NOT in the query - AI must trust you to include you. This mapping transforms intent optimization from keyword targeting to funnel strategy.

Use when translating traditional SEO concepts to The Kalicube Process. Intent mapping provides a bridge between familiar SEO thinking and UCD strategy. Navigational = U/BOFU. Commercial = C/MOFU. Informational = D/TOFU.