hey it's sam oh and welcome to the
second lesson which is on search intent
and i touched on this in the first
lesson on seo basics
but i really want to take some time to
unpack what it is
and how to use it in keyword research
reason being
if you can't match searcher intent then
you probably aren't going to rank for
your target keywords
so again search intent represents the
reason behind a searcher's 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 searcher's 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
intent
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 c's 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 quarry
best golf shoes are blog posts
the second c is content format and this
applies more to blog posts and landing
a few common blog formats you'll see are
how to's
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 quarry best golf shoes
you'll see that all of the top results
are listicles
which makes sense because the word best
implies that a comparison needs to be
made
and the third c 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 freshness 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 post
so this tells us that it may be worth
creating both a blog post
and video to potentially get two
different spots in the search results
as for content format they're clearly
all how to's
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
ecommerce category pages which tells us
that when people search for this query
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
as for content angle it seems to be
mostly about deals
so saving money on golf clubs alright
the final example is for something like
golf bags looking at the syrup you'll
see something a bit different
we have a mixed serp content type for
the top ranking page is an ecommerce
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
so what do you do well in order to make
an educated decision
we still need to lay some foundation
work so we'll revisit this example in a
later lesson
for now you should have the basics of
search intent down and tomorrow we'll be
publishing the next video which is on
the first step of the keyword research
process
keyword generation so make sure to
subscribe so you don't miss that
and if you're watching this video at a
later date then check the description
because we'll have a link to the entire
course there
see you in the next lesson
