A search term like “teeth cleaning” in theory aims at job seekers data an exhaustive exposition of all its aspects (what it consists of, why do it, how it happens etc.) but in practice it brings with it other questions like:
How often should you have your teeth cleaned?
Is teeth cleaning painful?
what are the alternatives to teeth cleaning
How do you clean your teeth?
or “implicit” information needs. Understanding exactly what the real purposes that move people are, allows you to act positively on the user experience : if the texts are perceived as useful, you can reduce the bounce rate , increase the time spent on the site and encourage users to respond to the calls to action scattered throughout the content.
In recent years, Google has greatly favored mechanisms aimed at recognizing the relevance of content to the presumed search intent underlying a query: just think of the introduction of Hummingbird a few years ago aimed at offering more useful results for surfers.
Obviously the results returned by Big G are also influenced by previous browsing experiences and the position of mobile devices: this helps to generate completely personalized SERPs based on the needs of each of us.
Examples of this include queries like “plumber near me” which offer completely different results depending on the location from which the search is typed, or searches like “panda” which vary significantly if the person typing them is interested in cars, animals or ... SEO.