Two searches can use similar words and want very different things. Reading intent helps you decide which page should answer each one.
Do searches are transactional. Someone is ready to act: book, buy or request a quote. They need a focused page with a direct next step, not a long article.
Know searches are informational. The person is learning or comparing. Useful guides, explanations and answers to common questions serve them, and can earn trust long before they are ready to enquire.
Go searches are local or navigational: a place, a branch or a brand name. Here, an accurate Google Business Profile and clear location pages matter most.
When planning keywords, group them by intent first. It shows where content is missing, and it stops one page from trying to do every job at once.