Keyword Research – How to Analyze Searcher Intent

Reason being, if you can’t match certain intent, then you probably aren’t going to rank for your target keywords. So again, search and represents the reason behind a certain query and matching search intent is one of those must do things to show search engines that your page will fulfill their goal to deliver the most relevant results for any given query. And while it might sound like you’re trying to satisfy Google, what you’re actually doing is learning what you need to do to satisfy the searchers intent. Identifying search intent is usually quite easy.

All you have to do is search for the keyword you want to rank for and then analyze the top ranking results. And the top ranking results are a great proxy to understand search content because Google understands what searchers want probably more than anyone else. Now, analyzing is kind of a jargony word, but I have a simple three prong formula you can use. It’s called the three CS of search intent. The first C is content type. Content type can usually be categorized into blog posts, videos, product category and landing pages. For example, the dominant type of pages for the query best golf shoes are blog posts. The second is content format, and this applies more to blog posts and landing pages, a few common blog formats, you’ll see our how tos step by step tutorials, list posts and opinion editorials for a landing page that might be something like a tool or calculator. Again, for the best golf shoes, you’ll see that all of the top results are list listicle, which makes sense because the word best implies that a comparison needs to be made. And the third is content angle, which often depicts the benefit. It’s basically your hook as to why someone should click and visit your page for best golf shoes. You’ll see that every post has gone with a fresh angle, which is evident based on the current year being in the titles. In my opinion, this is the least important and often least consistent among top ranking pages. Now this is just one example of search intent for a keyword. Let’s go through a few more examples to really drill in this concept. The first example is for the query how to swing a golf club.

The dominant content type is clearly blog posts. But you’ll also notice that a YouTube video is ranking ahead of the blog posts. So this tells us that it may be worth creating both a blog post and video to potentially get to different spots in the search results. As for content format, they’re clearly all how tos and seeing as the nature of the topic would require a step by step procedure, that’s probably the route you’d want to go to. And you can confirm this by actually visiting some of the top ranking pages. Now, with content angle, it appears as though for beginners or basic seems to be the right way to approach the topic. The second example is for the quarry golf clubs, looking at the SERP, you’ll see that they’re all e commerce category pages, which tells us that when people search for this quarry, they’re likely in shopping mode. Now, seeing as content format applies mostly to blog posts and landing pages, it wouldn’t be applicable here since we’re looking at e commerce category pages. As for content angle, it seems to be mostly about deals, so saving money on golf clubs. All right. The final example is for something like golf bags. Looking at the SERP, you’ll see something a bit different. We have a mixed SERP content type for the top ranking page is an e commerce category page. Then we have a couple of blog posts on the best golf bags. And we also have an outlier on how to buy golf bags. And towards the bottom half of the results, we have more e commerce category pages. So what do you do?

Well, in order to make an educated decision, we still need to lay some foundation work.

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