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How to identify intent - Brighton SEO April 2018

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My slide deck for "How to identify intent" talk at Brighton SEO April 2018.

Links:
Resources to get you started with intent modifiers:
https://getstat.com/blog/the-basics-of-building-an-intent-based-keyword-list/
https://getstat.com/blog/setting-up-your-very-own-search-intent-projects/
https://blog.adeptmarketing.com/how-to-bucket-keywords-into-intent-groups

Intent via organic results:
https://moz.com/blog/how-google-gives-us-insight-into-searcher-intent-through-the-results-whiteboard-friday

How to identify intent - Brighton SEO April 2018

  1. 1. Anna Corbett BASE CREATIVE How to identify search intent @annaappenzeller http://www.slideshare.net/AnnaCorbett4
  2. 2. @annaappenzeller How to identify search intent
  3. 3. @annaappenzeller Start with the query
  4. 4. @annaappenzeller Semantics in search
  5. 5. @annaappenzeller Short queries leave a lot to interpretation
  6. 6. @annaappenzeller We have the edge over search engines
  7. 7. @annaappenzeller Can cats stand Standing cat vs
  8. 8. Credit: https://www.youtube.com/watch?v=MVV_HXtEbLo
  9. 9. @annaappenzeller Identify the meaning of nouns
  10. 10. @annaappenzeller Do kittens dream of electric mice
  11. 11. @annaappenzeller What do verbs imply?
  12. 12. @annaappenzeller Do all cats love mice
  13. 13. @annaappenzeller Look for meaningful prefixes and suffixes
  14. 14. @annaappenzeller Dreaming kittens
  15. 15. Credit: https://wall.alphacoders.com/big.php?i=699794
  16. 16. @annaappenzeller Check the syntax
  17. 17. @annaappenzeller Cats love Love cats vs
  18. 18. Credit: https://www.pinterest.co.uk/pin/40039884158737987/
  19. 19. @annaappenzeller Search syntax is becoming more meaningful
  20. 20. @annaappenzeller We need to understand user journeys in search
  21. 21. @annaappenzeller Intent modifiers
  22. 22. @annaappenzeller Intent types Informational, Commercial, Transactional, Local
  23. 23. @annaappenzeller Intent is not a label It is meaning
  24. 24. @annaappenzeller Why do cats fart in your face
  25. 25. @annaappenzeller Best cat food for gassy cats
  26. 26. @annaappenzeller Buy cat perfume online
  27. 27. @annaappenzeller Cat toilet near me
  28. 28. @annaappenzeller Informational Why, what, how, who, can you, list of
  29. 29. @annaappenzeller Commercial Best, compare, reviews, shop, online
  30. 30. @annaappenzeller Transactional Buy, vouchers, cheap, cost of
  31. 31. @annaappenzeller Local Near me, local, actual places
  32. 32. @annaappenzeller Your data = unique intent modifiers
  33. 33. @annaappenzeller Intent modifiers work at scale
  34. 34. @annaappenzeller Don’t miss the subtleties of queries
  35. 35. @annaappenzeller Use Google* *other search engines are available
  36. 36. @annaappenzeller Implied intent by organic results
  37. 37. @annaappenzeller
  38. 38. @annaappenzeller
  39. 39. @annaappenzeller
  40. 40. @annaappenzeller Intent #1 Intent #2 Intent #3
  41. 41. @annaappenzeller
  42. 42. @annaappenzeller What stories are SERPs telling you?
  43. 43. @annaappenzeller Understand the competitive landscape
  44. 44. Credit: https://www.pinterest.com/pin/448530444111699025/
  45. 45. @annaappenzeller Implied intent by ads
  46. 46. @annaappenzeller Ads mean there’s money to be made
  47. 47. @annaappenzeller
  48. 48. @annaappenzeller
  49. 49. @annaappenzeller
  50. 50. @annaappenzeller Intent #1 Intent #2 Intent #3
  51. 51. @annaappenzeller Ads = Quality
  52. 52. @annaappenzeller
  53. 53. @annaappenzeller Run your own intent test campaign
  54. 54. @annaappenzeller Implied intent by search features
  55. 55. @annaappenzeller
  56. 56. @annaappenzeller
  57. 57. @annaappenzeller
  58. 58. @annaappenzeller
  59. 59. @annaappenzeller
  60. 60. @annaappenzeller
  61. 61. @annaappenzeller
  62. 62. @annaappenzeller
  63. 63. @annaappenzeller “Video is a pivotal tool for decision-making when it comes to commercial intent.” — STAT
  64. 64. @annaappenzeller Monitor those snippets to track changes in intent
  65. 65. @annaappenzeller Identify the one hit wonders
  66. 66. @annaappenzeller Understand the situation of the searcher
  67. 67. @annaappenzeller Intent by mode of search
  68. 68. Credit: https://www.turn-on.de/tech/topliste/google-home-diese-8-lustigen-tiervideos-musst-du-gesehen-haben-313457
  69. 69. @annaappenzeller Voice and mobile imply immediacy
  70. 70. Credit: https://blazepress.com/2015/10/27-cats-that-dont-understand-what-personal-space-is/
  71. 71. @annaappenzeller Desktop implies research & planning
  72. 72. @annaappenzeller Location implies intent
  73. 73. Credit: https://www.dogsfirst.ie/raw-faq/what-do-cats-eat/
  74. 74. @annaappenzeller Location can change the meaning of a query
  75. 75. @annaappenzeller “Chips” “Chips” Credit: http://lifepalette.com/funny-friday-pug-french-fries/, @rsislandcrafts / Instagram
  76. 76. @annaappenzeller How to identify mode and location of search
  77. 77. @annaappenzeller Identify mode and location - Semantics of the query - Intent modifiers - Analytics, Search Console & Trends - Keyword research tools
  78. 78. @annaappenzeller Dissect search queries
  79. 79. @annaappenzeller Google implies intent in SERP
  80. 80. @annaappenzeller Understand context
  81. 81. @annaappenzeller bit.ly/identify-intent

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