When someone plugs something into the Google search bar, they probably have a reason for doing it. For example, they might type in "pasta" and hit search, hoping for a top ten list of pasta recipes, the nearest takeout pasta place, or even the history of the delicious carb. Whatever their reason, their satisfaction with the search results is based on whether Google understood their search intent.

One of the reasons Google is the leading search engine is because its algorithm is very good at understanding users' intent when they conduct a search. While you may not have the same data and insights as Google, determining what the intent of someone who might be interested in your website is should be a critical part of your SEO strategy.