Two queries can share words and want completely different things. How does a heat pump work wants an explanation. Heat pump repair near me wants a company that will come out today. Google figures intent out partly from the words and heavily from what people click, which is why the results page itself is the best evidence you have. If the top results are all guides, a service page will not break in. If they are all local businesses and a map pack, a blog post is the wrong tool no matter how well it is written.
Getting this wrong is the most common reason good content fails. A clinic writes a long article targeting dental implants when the results page for that term is full of practice pages and a map pack, and it never ranks. The fix is to check the live results before writing, then match the format. Informational queries get a clear explanatory page. Transactional queries get a service or location page with pricing context, proof and an easy way to call. One topic can support both, as long as each page serves one intent and they link to each other.
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