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

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How to identify search intent

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Start with the query

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Semantics in search

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Short queries leave a lot to
interpretation

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We have the edge over
search engines

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Can cats stand
Standing cat
vs

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

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Identify the meaning of nouns

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Do kittens dream of electric mice

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What do verbs imply?

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Do all cats love mice

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Look for meaningful
prefixes and suffixes

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Dreaming kittens

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

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Check the syntax

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Cats love
Love cats
vs

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

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Search syntax is becoming more
meaningful

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We need to understand
user journeys in search

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Intent modifiers

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Intent types
Informational, Commercial,
Transactional, Local

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Intent is not a label
It is meaning

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Why do cats fart in your face

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Best cat food for gassy cats

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Buy cat perfume online

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Cat toilet near me

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

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Commercial
Best, compare, reviews, shop,
online

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Transactional
Buy, vouchers, cheap, cost of

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Local
Near me, local, actual places

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Your data = unique intent modifiers

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Intent modifiers work at scale

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Don’t miss the subtleties of queries

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Use Google*
*other search engines are available

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Implied intent by organic results

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Intent #1
Intent #2
Intent #3

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What stories
are SERPs telling you?

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Understand
the competitive landscape

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

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Implied intent by ads

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Ads mean there’s money to be made

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Intent #1
Intent #2
Intent #3

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Ads = Quality

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Run your own intent test campaign

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Implied intent by search features

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

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Monitor those snippets
to track changes in intent

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Identify the one hit wonders

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Understand the situation of the
searcher

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Intent by mode of search

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

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Voice and mobile imply immediacy

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

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Desktop implies research & planning

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Location implies intent

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

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Location can change
the meaning of a query

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

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How to identify mode and location
of search

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

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Dissect search queries

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Google implies intent in SERP

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Understand context

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bit.ly/identify-intent