This document discusses how providing guidance to searchers, rather than just guides or rankings, can help websites and businesses better meet people's needs and wants. It encourages listening to and understanding searchers more fully through surveys, interviews, search query data analysis and optimizing pages based on user feedback. This hands-on approach of focusing on guidance over guides or rankings is suggested to provide better experiences for searchers and competitive advantages for businesses. Tools like keyword and related search data, people also ask questions, and search query reports are recommended resources for discovering what guidance people are seeking.