Not all online searches are the same.
Every time someone types into Google—or uses an AI-powered tool like ChatGPT—they’re doing it with a goal in mind. That goal is called search intent, and it shapes everything from what results they see to whether they ever visit your website.
There are four main types of search intent:
- Informational – The searcher is looking to learn something.
- Navigational – They already know where they want to go and just need the fastest way there.
- Commercial – They’re comparing providers, reading reviews, or narrowing down their choices.
- Transactional – They’re ready to take action (like make a purchase or request a proposal).
Let’s make this a little more concrete.
A board member searching “What are HOA meeting notice requirements in Tennessee?” wants to understand the rules. That’s informational.
If someone types “Cedar Hill HOA Management” into a search bar, that’s navigational—they already know what they’re looking for.
Searching “Cedar Hill HOA Management reviews” or “best HOA management companies in Arizona” suggests they’re weighing options. That’s commercial.
And a search like “request proposal from Cedar Hill HOA Management” or “schedule consultation with HOA manager” shows they’re ready to take the next step. That’s transactional.
Each of these plays a different role in your lead funnel. But here’s what matters most:
Informational searches are by far the most common type of search made by board members.
That’s because most boards are made up of volunteers trying to navigate complicated HOA responsibilities—often without much prior experience. They’re constantly looking up rules, requirements, and best practices to help run their community the right way.
And while they may not be actively looking for a new management company, these informational searches offer a powerful opportunity. When your content helps them solve a problem, it builds trust. That trust puts you at the front of the line when it’s time to reevaluate vendors—or when a board member recommends a new manager to a neighboring community.
In the next lesson, we’ll dig into what’s changing with those informational searches—and why they’re no longer sending board members to your website like they used to.