Search intent
Search intent is the real goal behind a query: learning, comparing, buying, finding a location. A page ranks durably only when its format matches the dominant intent — not just the words used in the query.
In practice
'Heat pump price' calls for a detailed comparison with figures; 'heat pump installer Nantes' calls for a local page with proof and a contact form. Getting the format wrong is a pre-sentence: Google learns from clicks and back-button presses. Analyzing the existing SERP remains the clearest signal of the intent the engine has already settled on.