Local Search Intent
The signal that a searcher wants a nearby business, not general information.
Local search intent is Google's read that a query should return local businesses rather than articles. "How does a heat pump work" is informational; "heat pump installer" is local. Recognizing intent tells you which pages to build and how to shape them, since a page competing for a local-intent term needs a local pack presence and location signals, not just a good blog post.