User Intent
User intent is the real goal behind a search query: learning, comparing, buying. A site needs to match it to convert and rank well.
Every search hides an intent: informational, navigational, transactional. A page that ignores that intent loses the visitor, even if it contains the right keyword.
Matching a page to user intent improves both SEO and conversion. A 'website quote' page should lead to an action, not a blog article.