People have questions

People come to search engines with questions.  Your goal is to anticipate questions prospective customers are likely to have. To win search you must build pages which answer the questions as   specifically and completely as possible using language people are likely to use in their search.

An easy way to think about the questions is to start with the intention of the searcher. Intention falls into one of four categories:  information, navigation, commercial investigation and transaction.

Use this worksheet to uncover those questions