Search intent

Two searches can look alike and still mean completely different things. Someone searching "how to replace a tap washer" wants to do the job themselves. Someone searching "plumber Bærum" wants someone else to do it. Google tries to show pages that fit what the person wants, not only the words.

Why it matters to you

A page can contain the right keyword and still not rank, because it answers the wrong question. A service page with a price and a booking button suits someone who wants to buy. A guide suits someone who wants to learn. If you try to do both on the same page, often neither turns out well.

Intent also tells you how close people are to buying. Searches with a place name, a price or "book" come from people who are ready. They deserve a page that makes it easy to get in touch, ideally a separate landing page.

How to check it

Search Google yourself for your most important keyword and look at the top results. Are they service pages, guides, comparisons or a map of local businesses? That is Google's best guess at what people want. If your page looks like what is already showing, your odds are better. If it does not, that is where you should start.