How frustrated would you be if you wanted to learn about how motorcycles work, but all your search results tried to sell you one instead?

That experience is what you’re trying to prevent by adding user intent into your SEO strategy. It’s tempting to jump to conclusions about a specific type of intent, based on the search term alone.

However, behind every search, there is an intention that Google, in particular, seeks to satisfy.

In this presentation, Neha will walk you through how and why it is important to understand your customer and their intent beyond just the keyword in a search query and how you can solve the customer's problem with the best content.

About Neha Khanna

Neha Khanna is a Technical Product Manager for search engine optimization at Wayfair, an American e-commerce company that sells furniture and home goods online. She has 7 years of experience in product management in domains such as marketing technology and analytics, retail and travel. Her work has been presented at the International Symposium on Forecasting and her op-ed has also been featured in the Delaware Business Times. She was also a speaker at the SearchLove conference in London last month.

Neha is a big foodie, she moved to Boston last year, where she loves to explore new restaurants and try different cuisines. She also enjoys travelling and spent her Fall this year exploring New England!