It does not always work out immediately to hit the right search intention of the user to be played out in the top results of Google. This can be due to the following points: 1. The focus: Sometimes search queries lack a certain focus. This is referred to as a mixed intent. A search intent with the word "heating" can be transactional, navigational, and informational. 2. The dynamics: A user intent is also dynamic, which means that your content should be updated from time to time. This way, you guarantee to always deliver up-to-date content to the users with the search intent. Google will also notice this and reward you with better rankings. 3. Perfect imperfect: Even Google's algorithm is not always perfect. Even the best search engine sometimes finds it difficult to clearly classify a search intention. For advertisers via Google Ads, it is therefore not always easy to deliver relevant content that the Googlebot classifies as suitable.