Intent, hidden within a search click, lies at the intersection of Search and Business, as in “let’s do some business”. That search click has extra-ordinary value because of the intent to buy — that’s why we’re searching, right?

Perhaps, or maybe we’re just browsing, or surfing, and we’re not in the mood for advertisements. It could be more militant than that; perhaps we’re still trying to research our choices and would see a sales pitch as tainting the honesty of the information. At least that’s what the founders of Google originally believed.

Although the model of the web was a set of stateless pages, and a Google search box certainly fits that appearance, people’s intent is not stateless. It ebbs and flows, from entertaining looking around, to researching choices and comparing possibilities, through sourcing a chosen product (now we’re talking about a qualified buyer), to selecting fulfillment options, and possibly all the way to figuring out how to return a product that we’re dissatisfied with. That last one is probably not the best time to present an ad claiming how wonderful that product is.

This is a “long running transaction,” a series of steps that fit together and flow towards (and past) a purchasing decision, but with back-currents and eddies. And it really is a transaction in the database sense where a failure during one step can cause the entire sequence to be discarded as if it never happened. Though if you believe Sergey and Larry, it will be worse than never happening, you may lose trust in your guide through that transaction.

Has the intent changed? Depends on what that means. On one hand, what has changed across those steps is the mode of the intent. If the intent was to purchase a product, then the research, comparison, purchase, and fulfillment were clearly pieces of that intent, though they call for different approaches: organic search for the research, product focused responses for the purchase, perhaps service-oriented for the fulfillment, and some combination for the comparison.

But what about that “I need to return this product because I hate it” step? The intent has clearly changed, but it is more necessary than ever to connect this new intent to the previous steps. If not, perhaps the search engine will continue to suggest that product to a disgruntled customer with very counter-productive results.

So, what is the unifying concept? Is it intent, organized by modes? Not if what is being unified is a complete user’s story about their purchasing experience.