From keywords to search intent
Although high ranking and lots of traffic from competitive keywords may still work the (new) SEO needs to look beyond these rather shallow metrics. Namely ( Pam Neely argues):
" Each search query is not just empty words. It holds an elusive but critical intent behind it, and that “search intent” contributes to conversion rate. In this sense, search intent is basically the user’s aim. The query is their arrow, and hopefully your offer (or opt-in, or download) is the target. "
She continues with a list of four search intents and seven ways to determine them.?