Queries sort into a handful of intents: informational ('what is prompt injection'), navigational ('dfield contact'), commercial ('custom software studio Budapest'), transactional ('book a call'). Google reads intent from billions of outcomes and shapes the SERP around it — a query it reads as commercial gets product and service pages, a definitional one gets explainers. A page that mismatches the intent loses no matter how good it is: a sales page will not rank for a definitional query, and a blog post will not rank for a buying one.
The intent check is therefore the first content decision, and it is cheap: search the term and look at what kind of page holds the top spots. If they are all pricing pages, write a pricing page; if they are all guides, write a guide. The format that already wins is Google's answer to what the intent is.
Related terms
Keyword research
Finding out which words people actually type when they need what you sell — the input to every content decision.
SERP
Search Engine Results Page — the page Google shows for a query, now a mix of blue links, AI overviews, map packs, and ads.
Conversion rate optimization (CRO)
Raising the share of visitors who do the thing — buy, book, enquire — by fixing friction, not by buying more traffic.
SEO
Search engine optimization — making pages findable, indexable and worth ranking: technical health plus content people actually want.
The bench this belongs to
Web performanceA rebuild that loads on a phone on mobile data, in the country your customers are actually in. Core Web Vitals are the measurement, revenue is the point.
