Most people pick what to write about by one number: search volume. Bigger is better, right? That's exactly how you fill your site with traffic that never buys a thing.
Quick example. Say you sell engagement rings. Look at these two searches:
Scroll sideways to see all columns.
| Example query | Possible intent | Useful content |
|---|---|---|
| how to measure ring size | Learn sizing before buying or resizing | A practical sizing guide |
| engagement ring under 1000 | Compare rings within a budget | A relevant product or comparison page |
These are illustrative interpretations, not measured demand or conversion data. Check the actual results and your own outcomes: someone researching ring size may still become a customer, and a budget query does not guarantee a sale.
So when you plan content, weight it toward intent over raw volume. The "best X for Y", the "X vs Z", the "X pricing", the "X under [budget]". Less traffic, far more sales.