Understanding Search Intent

Search intent is the reason behind a search query. When someone types something into Google, they have a goal: to learn something, to find a specific website, to compare options, or to buy something. These four types are called informational, navigational, commercial and transactional intent.

Matching your content to the right intent is one of the most important things you can do for SEO. A page selling running shoes will struggle to rank for "how do running shoes work" because Google knows that query is informational, and searchers want an explanation, not a product listing.

Before writing any piece of content, look at what already ranks for your target query. The top results are Google telling you exactly what type of content and format it believes best satisfies that intent.