Despite the expanding plethora of information available to us, it seems to be harder than ever to know what users are thinking. Mark Williams-Cook from Candour reminds you that intent is always changing.

Mark says: “You should be monitoring search intent shift. Be aware of when what users want, and what they mean when they use a search term, changes over time – and adapt accordingly.”

How do you find out what users want?

“That’s the million-dollar question. Intent shift happens in several different ways. Some are ways that people are already aware of, and others are harder to recognise because they are happening in the background."

Read the full transcript of Mark's interview at https://majestic.com/seo-in-2025/mark-williams-cook