Understanding what people want to know

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Let's see how the search results change if we first enter the search query "sportswear" and then the query "how to choose sportswear" . (Google Search 03/01/2021)

Search results for "sportswear"
The primary intent of this query is transactional .

Transactional search queries

Transactional search queries

Results for search query: "how to choose sportswear"
The primary intent of this query is informational.

Information search queries

Not only do you need to know what words people tonga email list are typing into their search and what their intent is, but you also need to know what information will be useful to them . It’s also important to know the related things that users want to know. Even if they type one question into their search, there are often more things they want to ask.

One way to learn what people are interested in is to “click through” the top organic results that a search engine displays when you type in your keyword. Examine the content of these pages to see what elements they consist of and what questions they answer.