SEO in the Shed - Chris Green - The SERPs Whisper: How to Learn All You Need to Know About Google from Google
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Chris Green, Head of Marketing Innovation at Footprint Digital, shows us how we can gauge intent direct from the Google SERPs when planning our content and SEO strategy.
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SEO in the Shed - Chris Green - The SERPs Whisper: How to Learn All You Need to Know About Google from Google
- 1. The SERPs Whisperer Brought to you by Chris Green - Head of Marketing Innovation, Footprint Digital #SEOintheShed
- 2. We are great at overcomplicating things
- 7. 7 Learn to listen, make better decisions!
- 9. A. B. C. Finding the best match
- 10. How do you know the intent?
- 12. Ask the SERPs ‘blue trainers’
- 14. �� �� �� �� ��
- 15. Shopping intent + a smidgen of informational
- 16. 16 Ask the SERPs ‘Men’s blue trainers size 12’
- 17. 17
- 19. 19
- 20. 20 Unambiguous shopping intent + some refinement options around brand AND “best…” suggestions
- 21. 21 Is it all that easy?
- 22. Ask the SERPs ‘Brow wax’
- 24. or
- 26. Brow waxing
- 27. Brow waxing
- 28. But why does this matter?
- 29. This page won’t rank for waxing* *Not anymore!
- 30. 30 Ask the SERPs ‘Direct Debit’
- 32. ℹ ℹ ℹ ℹ
- 33. Unsurprising? That term is too broad, information, then refinement.
- 36. Shopping makes sense, but local?
- 37. The rest are service pages
- 38. �� �� �� �� ��
- 39. If I was a national site writing about drains, I’d struggle in those SERPs EVEN if I was more authoritative
- 41. Intent changes within a particular niche/vertical
- 42. 42 Think in terms of your user journey progressing
- 44. 44 "Who's responsible for cleaning drains?"
- 45. 45
- 46. 46 "Who's responsible for cleaning drains?" "How to unblock a drain" "Drain rods” "Drain unblocker"
- 47. 47 "How to unblock a drain"
- 48. 48 "How to unblock a drain" "Drain rods”
- 49. 49 "Who's responsible for cleaning drains?" "How to unblock a drain" "Drain rods” "Drain unblocker" "Drain clearance near me" or "drain unblocking [location]"
- 51. 51 "Unblock drains near me”"Drain clearance”
- 52. 52 How many different pages do you need to cover this funnel?
- 53. 53 "who's responsible for cleaning drains?" "How to unblock a drain" "Drain rods” "Drain unblocker" "Drain clearance near me" or "drain unblocking [location]" Competition Competition Competition Competition Competition
- 54. 54 "who's responsible for cleaning drains?" "How to unblock a drain" "Drain rods” "Drain unblocker" "Drain clearance near me" or "drain unblocking [location]" Competition Competition Competition Competition Competition YOU
- 55. Intent Changes Over Time
- 56. 56 Ask the SERPs ‘Bad credit mortgage’
- 57. 2018 20192017 X4 brokers X4 comparison sites X1 publisher X1 credit checker
- 58. 2018 20192017 X4 brokers X4 comparison sites X1 publisher X1 credit checker X2 brokers X4 comparison sites X3 publishers X1 credit checker*
- 59. 2018 20192017 X4 brokers X4 comparison sites X1 publisher X1 credit checker X2 brokers X4 comparison sites X3 publishers X1 credit checker* X1 brokers X5 comparison sites X2 publishers X2 credit checker*
- 60. This looks like a specialist product becoming mainstream/commoditised
- 61. How do you rank for it?
- 63. “Brow wax” = 7 “Brow waxing” = 6 “Direct Debit” = 6 “Drains” = 7 “Who is responsible for clearing drains?” = 12 “Bad credit mortgage” = 22!
- 64. Proportionally high incidences of questions within this SERP - what is it trying to tell us here? “Brow wax” = 7 “Brow waxing” = 6 “Direct Debit” = 6 “Drains” = 7 “Who is responsible for clearing drains?” = 12 “Bad credit mortgage” = 22!
- 65. Ways to help ID Intent
- 66. Pi Datametrics SERP Radar This is what 96.4% shopping ads looks like
- 67. 85% People also ask Pi Datametrics SERP Radar
- 68. 50% video Pi Datametrics SERP Radar
- 69. If I was playing a numbers game, I know how I’d be aiming to talk to my customer
- 70. 70 Take a Birds Eye View of Each SERP Over Time
- 71. 71 Video carouselVc Carousel Pp People also ask Classic linkCl Product ads Ac Answer cardC Pa Pi Datametrics SERP Matrix
- 72. 72 Data Export from SERP Matrix “Best computer” Transactional/ Research
- 73. 73 Data Export from SERP Matrix “Best 1080p dash cam” Research/Video /Fresh
- 74. 74 You can plot intent shift if you wish
- 75. 75 An increase in commercial intent as Black Friday Approaches “New gadgets for men” Pi Datametrics SERP Matrix
- 76. 76 The killer question is how to do this meaningfully at scale?
- 77. 77 Maybe time to complicate things...
- 78. 78 Maybe time to complicate things...
- 79. 79 Really inspect each SERP feature & each link
- 80. 80 What is it telling you?
- 81. Key Takeaways
- 82. 1. Look at what is in front of you
- 83. 1. Look at what is in front of you 2. Match content to SERP intent
- 84. 1. Look at what is in front of you 2. Match content to SERP intent 3. Go upstream from the competition
- 85. 1. Look at what is in front of you 2. Match content to SERP intent 3. Go upstream from the competition 4. Understand the nuance in queries
- 86. 1. Look at what is in front of you 2. Match content to SERP intent 3. Go upstream from the competition 4. Understand the nuance in queries 5. Continue to review SERPs over time
- 87. 1. Look at what is in front of you 2. Match content to SERP intent 3. Go upstream from the competition 4. Understand the nuance in queries 5. Continue to review SERPs over time 6. Get. Your. Hands. Dirty.
- 88. Questions?