Then there is the term called search or user intent which analyzes the reason behind each user query. This is Google’s priority because when they know why a user wants to know something, they can find the websites that answer the question with those parameters in mind. So, if you want to be on the first search results page, this is what you need to crack as well. This can be divided into four different types. 

1. Information: This often is about giving the user a direct answer for a simple and specific query. 

2. Navigation: This is when a user is looking for a product or service and the answer is a website. “Twitter login” is a good example. It is just about finding the login page.

3. Businesses: This is when the user is looking for a product but isn’t going to buy it just yet. This often results in“best of”lists for that product category. 

4. Transactions: This is when the user is ready to buy a product and looks for a tool that can get them the product. “Buy iPhone 6s” is a good example. 

Understanding why the user is looking for something gives you an edge over the competition.