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Anna Corbett
BASE CREATIVE
How to identify search intent
@annaappenzeller
http://www.slideshare.net/AnnaCorbett4

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@annaappenzeller
How to identify search intent

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@annaappenzeller
Start with the query

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@annaappenzeller
Semantics in search

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@annaappenzeller
Short queries leave a lot to
interpretation

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@annaappenzeller
We have the edge over
search engines

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@annaappenzeller
Can cats stand
Standing cat
vs

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Credit: https://www.youtube.com/watch?v=MVV_HXtEbLo

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@annaappenzeller
Identify the meaning of nouns

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@annaappenzeller
Do kittens dream of electric mice

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@annaappenzeller
What do verbs imply?

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@annaappenzeller
Do all cats love mice

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@annaappenzeller
Look for meaningful
prefixes and suffixes

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@annaappenzeller
Dreaming kittens

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Credit: https://wall.alphacoders.com/big.php?i=699794

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@annaappenzeller
Check the syntax

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@annaappenzeller
Cats love
Love cats
vs

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Credit: https://www.pinterest.co.uk/pin/40039884158737987/

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@annaappenzeller
Search syntax is becoming more
meaningful

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@annaappenzeller
We need to understand
user journeys in search

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@annaappenzeller
Intent modifiers

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@annaappenzeller
Intent types
Informational, Commercial,
Transactional, Local

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@annaappenzeller
Intent is not a label
It is meaning

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@annaappenzeller
Why do cats fart in your face

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@annaappenzeller
Best cat food for gassy cats

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@annaappenzeller
Buy cat perfume online

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@annaappenzeller
Cat toilet near me

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@annaappenzeller
Informational
Why, what, how, who, can you,
list of

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@annaappenzeller
Commercial
Best, compare, reviews, shop,
online

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@annaappenzeller
Transactional
Buy, vouchers, cheap, cost of

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@annaappenzeller
Local
Near me, local, actual places

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@annaappenzeller
Your data = unique intent modifiers

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@annaappenzeller
Intent modifiers work at scale

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@annaappenzeller
Don’t miss the subtleties of queries

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@annaappenzeller
Use Google*
*other search engines are available

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@annaappenzeller
Implied intent by organic results

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller
Intent #1
Intent #2
Intent #3

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@annaappenzeller

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@annaappenzeller
What stories
are SERPs telling you?

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@annaappenzeller
Understand
the competitive landscape

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Credit: https://www.pinterest.com/pin/448530444111699025/

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@annaappenzeller
Implied intent by ads

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@annaappenzeller
Ads mean there’s money to be made

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller
Intent #1
Intent #2
Intent #3

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@annaappenzeller
Ads = Quality

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@annaappenzeller

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@annaappenzeller
Run your own intent test campaign

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@annaappenzeller
Implied intent by search features

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller

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@annaappenzeller
“Video is a pivotal tool for
decision-making when it
comes to commercial intent.”
— STAT

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@annaappenzeller
Monitor those snippets
to track changes in intent

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@annaappenzeller
Identify the one hit wonders

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@annaappenzeller
Understand the situation of the
searcher

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@annaappenzeller
Intent by mode of search

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Credit: https://www.turn-on.de/tech/topliste/google-home-diese-8-lustigen-tiervideos-musst-du-gesehen-haben-313457

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@annaappenzeller
Voice and mobile imply immediacy

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Credit: https://blazepress.com/2015/10/27-cats-that-dont-understand-what-personal-space-is/

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@annaappenzeller
Desktop implies research & planning

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@annaappenzeller
Location implies intent

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Credit: https://www.dogsfirst.ie/raw-faq/what-do-cats-eat/

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@annaappenzeller
Location can change
the meaning of a query

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@annaappenzeller
“Chips” “Chips”
Credit: http://lifepalette.com/funny-friday-pug-french-fries/, @rsislandcrafts / Instagram

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@annaappenzeller
How to identify mode and location
of search

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@annaappenzeller
Identify mode and location
- Semantics of the query
- Intent modifiers
- Analytics, Search Console & Trends
- Keyword research tools

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@annaappenzeller
Dissect search queries

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@annaappenzeller
Google implies intent in SERP

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@annaappenzeller
Understand context

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@annaappenzeller
bit.ly/identify-intent