That core audience you're trying to attract needs something. Maybe they're researching the best hiking vacations around the globe. Maybe they want to know where they could go hiking specifically in Utah. Maybe they know they want to go hiking in Utah and are looking for Utah vacation packages that include hiking. Or maybe they just need to book a trip from Boston to Park City. Their intent can be very vague or very specific, and when coming up with content for a landing page you need to put yourself in the mind of your audience and consider what it is that they really want to see. The audience intent would consider: - What kind of content would help to easily and satisfactorily meet the intent of that visitor? - If the intent is vague (ex: "hairstyles"), what are the various types of intents that they may have? Ex: hairstyle how-to videos, hairstyle lookbooks, short hairstyles, long hairstyles, hairstyles for curly hair, thin hair, frizzy hair, specific hairstyles like up-do's, braids, etc. - What would they consider useful? - What would they consider interesting or engaging? - What would they consider sharable? Get the full story at Moz