When creating content for your website we use specially designed content maps, these content maps identify search intent. 

When people search online they typically search 3 or 4 times to find precisely what they are looking for, normally the phrases get longer as the search becomes more granular.

Example:

Search 1: HD TV
Search 2: 32 inch HD TV
Search 3: Samsung 32 inch HD TV
Search 4: Cheap Samsung 32 inch HD TV

It is therefore important to factor in content for all the search phrases in the path. Ranking top for search 4 will be less competitive and will deliver a higher conversion rate than ranking for the primary phrase HD TV.

We combine this knowledge into content maps and guides which guide our writes to create relevant and timely blogs and page updates.