Search intent
Search intent is the underlying goal behind a query, what the person actually wants when they type it. The standard breakdown is four types: informational (learning something), navigational (finding a specific site), commercial (researching before a purchase), and transactional (ready to buy or act). The same words can carry very different intent.
For a founder, matching intent is the single biggest factor in whether content ranks and converts. Google works hard to serve the result that fits the intent, so a sales page targeting an informational query will lose to a guide, and a thin blog post will lose to a comparison page for a commercial one. Before writing for any keyword, look at what already ranks: the format Google rewards reveals the intent. Then map intent to your funnel, informational content earns trust and feeds retargeting, commercial and transactional content captures buyers near a decision. Targeting high-intent commercial terms is usually where a lean founder gets the fastest return.