What it means
The same keyword can carry different intents. Someone searching “content plan” might want a definition, or a ready-to-use template. The pages that rank on page one show you how search engines read that intent.
Intent usually falls into four types: informational, commercial (comparison), transactional, and navigational. If a page’s format and content don’t match the intent, it can struggle to rank even when the topic is right.
How to use it
Before you create a new page or refresh an existing one, search the target query and check the format of the top results. If the intent doesn’t match the question your page answers, decide which intent you want to serve first.
Example
If the top results for “SEO prioritization” walk through a step-by-step method, a page that only offers a definition won’t fully satisfy that intent.