Google is not a search engine. It's an association engine. We know what Google is trying to do - associate the best solutions to search questions. To game Go

Google is not a search engine. It's an association engine. We know what Google is trying to do - associate the best solutions to search questions. To game Google you need to help them achieve their objective - associate their search queries with your solutions. Broadly there are three types of search desire: 1. navigational - the user wants to find a resource or place? 2. informational - the user wants to learn something? 3. transactional - the user wants to perform an action (pay a bill, book a flight, hotel, restaurant etc) If a page satisfies a user's search desire - they won't search for it again. This missing search trail is a valuable signal to Google. It provides some evidence that page A satisfies query B. The more these signals fire the stronger the association. SEO 2018? Ideally make pages that solve your users' search problems without them needing to go back to Google to search again.