Why it matters
A beautiful service page can't rank for a "how do I…" query, and a blog post won't convert a "hire an agency" query. Misread intent and you either don't rank or attract the wrong visitors; the engines have gotten very good at judging the match.
How it works
The SERP tells you the intent Google has settled on: guides mean informational, comparison tables mean commercial research, map packs mean local buying. Your page format has to match the winning format: content type first, quality second.
What to do about it
Before creating any page, search its target query and note what type of page wins. Build that type, better, not the type you happened to want to make.
