The Importance of Search Intent in SEO

Search intent is kind of the most important thing. You can find keywords that you could technically rank for, but are they going to bring you meaningful business? So I think I understand a fair amount about thinking through search intent. Maybe I do, maybe I don't. But I'm curious to keep peeling back the layers just a little bit more on like what you look for when you're when you're deconstructing somebody else's site.