GO (NAVIGATIONAL QUERIES)
“Go” queries are typically brand or known entity queries, where a
user is looking to go to a specific website or location.
If a user is specifically searching for Adidas, serving them Puma as
a result wouldn’t meet their needs.
Likewise, if your client wants to rank for a competitor brand term,
you need to make them question why would Google show their site
when the user is clearly looking for the competitor.
HOW PEOPLE SEARCH: UNDERSTANDING USER INTENT