The above process takes our keyword research and then applies the usual on-page concepts (such as optimizing meta titles, URLs, descriptions, headings, etc) to existing pages. We’re also ensuring that we’re mapping our user intent and type of page (pillar, cluster, or target), which helps us decide what sort of content the piece should be (such as a blog post, webinar, e-book, etc). This process helps us understand what keywords and phrases the site is not already being found for, or is not targeted to.
A few years ago, search was mostly based on keywords, then we had with a little bit of intent sprinkled on. And what we’re looking forward to in 2020 is that search engines are going to be primarily intent-based, so they’ll understand the core intent better. They’ll understand what the documents mean better, and be able to do better matches.
For you in the SEO community. what that means, is that some of the current practices around keyword research are probably going to become slowly obsolete and you’ll need to switch to intent research as a practice. 2020 is the year where search engines are shifting to intent primarily.