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Anna Corbett
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How to identify search intent
@annaappenzeller
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How to identify intent - Brighton SEO April 2018
@annaappenzeller
How to identify search intent
@annaappenzeller
Start with the query
@annaappenzeller
Semantics in search
@annaappenzeller
Short queries leave a lot to
interpretation
@annaappenzeller
We have the edge over
search engines
@annaappenzeller
Can cats stand
Standing cat
vs
Credit: https://www.youtube.com/watch?v=MVV_HXtEbLo
@annaappenzeller
Identify the meaning of nouns
@annaappenzeller
Do kittens dream of electric mice
@annaappenzeller
What do verbs imply?
@annaappenzeller
Do all cats love mice
@annaappenzeller
Look for meaningful
prefixes and suffixes
@annaappenzeller
Dreaming kittens
Credit: https://wall.alphacoders.com/big.php?i=699794
@annaappenzeller
Check the syntax
@annaappenzeller
Cats love
Love cats
vs
Credit: https://www.pinterest.co.uk/pin/40039884158737987/
@annaappenzeller
Search syntax is becoming more
meaningful
@annaappenzeller
We need to understand
user journeys in search
@annaappenzeller
Intent modifiers
@annaappenzeller
Intent types
Informational, Commercial,
Transactional, Local
@annaappenzeller
Intent is not a label
It is meaning
@annaappenzeller
Why do cats fart in your face
@annaappenzeller
Best cat food for gassy cats
@annaappenzeller
Buy cat perfume online
@annaappenzeller
Cat toilet near me
@annaappenzeller
Informational
Why, what, how, who, can you,
list of
@annaappenzeller
Commercial
Best, compare, reviews, shop,
online
@annaappenzeller
Transactional
Buy, vouchers, cheap, cost of
@annaappenzeller
Local
Near me, local, actual places
@annaappenzeller
Your data = unique intent modifiers
@annaappenzeller
Intent modifiers work at scale
@annaappenzeller
Don’t miss the subtleties of queries
@annaappenzeller
Use Google*
*other search engines are available
@annaappenzeller
Implied intent by organic results
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
Intent #1
Intent #2
Intent #3
@annaappenzeller
@annaappenzeller
What stories
are SERPs telling you?
@annaappenzeller
Understand
the competitive landscape
Credit: https://www.pinterest.com/pin/448530444111699025/
@annaappenzeller
Implied intent by ads
@annaappenzeller
Ads mean there’s money to be made
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
Intent #1
Intent #2
Intent #3
@annaappenzeller
Ads = Quality
@annaappenzeller
@annaappenzeller
Run your own intent test campaign
@annaappenzeller
Implied intent by search features
How to identify intent - Brighton SEO April 2018
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
@annaappenzeller
“Video is a pivotal tool for
decision-making when it
comes to commercial intent.”
— STAT
@annaappenzeller
Monitor those snippets
to track changes in intent
@annaappenzeller
Identify the one hit wonders
@annaappenzeller
Understand the situation of the
searcher
@annaappenzeller
Intent by mode of search
Credit: https://www.turn-on.de/tech/topliste/google-home-diese-8-lustigen-tiervideos-musst-du-gesehen-haben-313457
@annaappenzeller
Voice and mobile imply immediacy
Credit: https://blazepress.com/2015/10/27-cats-that-dont-understand-what-personal-space-is/
@annaappenzeller
Desktop implies research & planning
@annaappenzeller
Location implies intent
Credit: https://www.dogsfirst.ie/raw-faq/what-do-cats-eat/
@annaappenzeller
Location can change
the meaning of a query
@annaappenzeller
“Chips” “Chips”
Credit: http://lifepalette.com/funny-friday-pug-french-fries/, @rsislandcrafts / Instagram
@annaappenzeller
How to identify mode and location
of search
@annaappenzeller
Identify mode and location
- Semantics of the query
- Intent modifiers
- Analytics, Search Console & Trends
- Keyword research tools
@annaappenzeller
Dissect search queries
@annaappenzeller
Google implies intent in SERP
@annaappenzeller
Understand context
@annaappenzeller
bit.ly/identify-intent

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How to identify intent - Brighton SEO April 2018