If someone on the street asked you “where is the nearest coffee shop?” you’d have a pretty good idea of what they were looking for out of that exchange. If they were more specific and asked for a branded coffee shop, their intent would be even clearer and you might give them a different answer to help them out.

There are numerous ways in which people search to discover, explore, and buy products and services online, so we’re taking a look at the key motivators behind those searches to help you refocus your content and SEO strategy—and, give prospective customers more of what they’re looking for, and less of what they’re not.