fractured search intent understanding mixed serps with timestamps YoutubeScribe.com

[0:00] Google tries to show the most
relevant results for any given query.
[0:04] But what happens if people
want different things?
[0:06] I mean, if someone searches for
"apple," do they want this, this, or this?
[0:15] This is called fractured or mixed intent.
[0:18] Or according to Google's Quality Rater
Guidelines," queries with multiple meanings."
[0:23] And they actually show an example
of how they would handle this query.
[0:26] And that's through dominant,
common, and minor interpretations.
[0:31] But it's not always this easy.
[0:33] And seeing as search intent is one of the most
important things in SEO to get right, you need
[0:39] to know how to handle mixed or fractured SERPs.
[0:42] Because if you can't match one of the
intents, then you're not going to rank.
[0:47] So in this tutorial, I'm going to show you
how to interpret intent for SERPs, even
[0:52] when it might seem completely random.
[0:54] Stay tuned.
[0:55] [music]
[0:59] So if you're not familiar with search intent, it
represents the reason behind a searcher's query.
[1:04] And finding search intent is usually done
by looking at the top ranking pages for
[1:09] a target query.
[1:11] For example, when someone searches
for "crockpot recipes," it's quite clear that
[1:15] they want to see pages that include
lists of slow cooker recipes.
[1:19] And we know this because all of the top-
ranking pages for this query are doing that.
[1:24] Search intent is clear so if we wanted to
compete, it's just a matter of following suit.
[1:30] Now, if we search for just "crockpot,"
you'll see that intent is mixed.
[1:35] I mean, do people want to go to
the manufacturer's website?
[1:38] Buy a crockpot online?
[1:40] Go and visit a store nearby?
[1:42] Or get a list of slow cooker recipes?
[1:44] More importantly, can you rank for this query
and if so, what type of page should you create?
[1:50] Now, in order to come to an educated decision,
we need to talk about the types of search intent
[1:55] that SEOs generally look for.
[1:58] And these are usually categorized
in four buckets.
[2:01] Informational, navigational, commercial
investigation, and transactional.
[2:07] So informational queries are ones where 
people are looking for information.
[2:11] They want to learn.
[2:12] So "crockpot recipes," "what is seo," etc.
would generally be considered informational.
[2:18] And pretty much any site can rank
for these through articles.
[2:21] As for navigational queries, these are ones
where someone is looking for a specific
[2:25] website or place to go.
[2:27] For example, "google analytics login," "amazon
garden hose," or "mexican restaurant near me."
[2:34] Now, for the most part, you probably won't
go after navigational queries that aren't
[2:38] about your brand.
[2:39] Because even if you do rank for that keyword,
you probably won't get much traffic from it.
[2:45] For example, the query, "bank of america
login" gets around 1.6 million monthly searches
[2:50] in the US.
[2:51] And if we go to the Traffic share by pages
report in Ahrefs' Keywords Explorer, you'll
[2:56] see that the first page gets the majority of traffic,
the second to their mobile app gets a tiny fraction
[3:02] of it, and then the result in position 3 gets
virtually no search traffic from this query.
[3:08] And that's because no one else can serve
this intent other than the Bank of America.
[3:13] Now, if we look at the Traffic share by pages
report for another navigational query like
[3:18] "bank of america routing number," you'll
see that Wise.com gets a decent amount
[3:22] of traffic from this keyword.
[3:24] And that's likely because intent doesn't
need to be served from the bank.
[3:28] In fact, Wise has created tons of pages around
bank routing numbers, which leads to hundreds
[3:34] of thousands of monthly search visits.
[3:36] Now, commercial investigation queries
are ones where the searcher is likely in
[3:40] the market for a product or service
but has yet to make a final decision.
[3:45] So think of your typical "best of" affiliate
posts, reviews, and comparisons.
[3:50] Searchers are basically weighing out their
options but have yet to make a more
[3:54] specific decision.
[3:56] And these queries are fair game if 
you have products or services to sell
[4:00] or if you run an affiliate site.
[4:02] And finally are transactional queries, which
are queries that show that a searcher is
[4:06] looking to purchase something specific.
[4:09] For example, "buy optimum
nutrition protein powder."
[4:13] And these queries are usually reserved for
websites that sell that product or service.
[4:17] Now, these "intent buckets"
are far from perfect.
[4:21] And one of many problems is that SERPs
often can't be categorized in one bucket.
[4:27] Meaning, there are multiple
intents, just as Google had said.
[4:31] In reality, a single SERP can have
pages that serve all four intents.
[4:36] So to get a better idea of dominant intent,
you need to get the full scope of the SERP.
[4:41] And there are 3 main things you
need to include in your analysis.
[4:44] The first and probably most important
are the organic blue link search results.
[4:50] Plain and simple, you want to look at the
top-ranking pages for your target query.
[4:54] And ideally, you'll want to analyze the SERP
from a location where you hope to rank.
[4:59] In addition, you'll want to sign out of
your Google account and use private
[5:03] or incognito mode to remove
any personalization factors.
[5:07] You can do this using a VPN, with Ahrefs'
SEO toolbar, or if you're doing local SEO
[5:15] and need a SERP from a specific city, town, or
even zip code, you can search for a keyword
[5:20] from a target location using Ahrefs' Rank Tracker.
[5:23] Now, once you have the search results in front
of you, you'll want to look at the top pages and
[5:28] look for the intent they're trying to serve.
[5:30] So are they trying to teach you something?
[5:33] Is a common brand showing up?
[5:34] Do they want to sell you something?
[5:36] Or do they want to give you
education on a product?
[5:39] Now, while you can infer much of this from
the titles and descriptions, you should actually
[5:43] visit the pages and look at the so-called
"content intent" of each ranking page.
[5:49] And by "content intent," I'm referring to
the intent the page is trying to serve -
[5:53] not the SERP.
[5:55] For example, if we look at the SERP for car loan,
you'd probably think from the titles and URLs that
[6:00] all of these pages are lead-gen landing pages.
[6:03] And if you click on the first result,
you'll see that that's true.
[6:07] But if you click on the result from BankRate,
their content is actually less transactional
[6:12] and looks more commercial and informational
as you can see from the pricing table and their
[6:16] table of contents.
[6:18] Alright, so let's put this into action and look
at the SERP for the query, "keyword research"
[6:22] where intent is fractured.
[6:24] And I just want to note that I'll only be
looking at the organic blue link results
[6:28] for this assessment.
[6:29] So we have some blog posts that are showing
informational intent like these how-to guides.
[6:34] Then we have these landing pages
that are free keyword research tools.
[6:38] So in my opinion, the intent for this
SERP is informational and commercial,
[6:43] the former being dominant.
[6:44] Alright, let's move on to the second thing
you should look at and that's SERP features.
[6:49] SERP features are anything that appear
in Google's search results other than
[6:52] the organic blue link pages.
[6:54] So that includes local packs, knowledge
panels, people also ask, ads, and I'll stop
[7:00] listing them out because there are a ton of
them and this list is far from exhaustive.
[7:06] Now, SERP features actually help to paint a
clearer picture of how Google sees user intent.
[7:12] For example, if you look at the search results
for the query "raleigh seo," you'd probably
[7:16] think that it's a commercial and transactional
query because nearly all of the top-ranking
[7:22] pages are homepages and landing pages
from SEO agencies who sell SEO services.
[7:28] Now, if we look at the full SERP, you'll see
that there are a ton of ads that are trying
[7:33] to do the same thing as the organic results
further confirming transactional intent.
[7:38] But there's also a knowledge panel for
the company, "Raleigh SEO company."
[7:42] Meaning, this could also be
a partial navigational query.
[7:46] Because while the majority of people
are likely looking for an SEO company
[7:50] in Raleigh North Carolina to work with, some 
might actually be looking for the entity "Raleigh
[7:56] SEO Company."
[7:57] And as you can see, they rank
in pole position for the query too.
[8:01] So let's look back at our list of SERP features and
categorize how they give us clues about intent.
[8:06] And the keyword here is "clues" because again,
you need to take multiple things into account.
[8:13] Also, SERP features can fit
into multiple buckets.
[8:16] For example, featured snippets can appear
for both informational and commercial
[8:21] investigation queries like "what are
primary colors" and "best golf clubs."
[8:26] So here's a list of how I think SERP features
map to intent, take a screenshot and let's
[8:31] move on to the third thing to analyze
and that's SERP stability vs. volatility.
[8:36] Stability or volatility within a SERP
can tell us a bit about search intent.
[8:41] For example, if the top-anking pages
are jumping in and out of the top 100,
[8:46] then search intent may not be clear.
[8:49] Now, on the other hand, if the top-ranking
pages have been consistently ranking on
[8:53] page one for an extended period of time,
then it tells us that intent is likely clear.
[9:00] For example, if we look at the last 12 months
of position data for the query, "how to make
[9:04] chicken soup," you'll see that the top 6 pages
have consistently held their top-ranking position.
[9:10] And the little bits of movement are
just signs of healthy competition.
[9:14] Now, if we look at the position history graph for
the query "play," you'll see that different pages
[9:19] have been popping in and out of the top 10.
[9:22] The SERP is volatile.
[9:23] And just look at the variance
in the pages that are ranking.
[9:26] There's Google's Play Store, their support
page and Twitter account, a few definitions
[9:31] of the word "play," a stock ticker called
"play," and Playstation's homepage.
[9:36] Based on just the URLs alone, intent is dominantly
navigational and commonly informational.
[9:43] Now, it's not to say that you should only
target stable SERPs because they both
[9:48] come with their pros and cons.
[9:49] Generally speaking, stable SERPs will
be harder to get a top ranking position,
[9:54] at least for competitive queries.
[9:56] But there's also a level of predictability
when trying to rank for these queries.
[10:00] It's basically just a matter
of content and links.
[10:03] Whereas volatile SERPs can be faster to
rank in, but there can be a lot of uncertainty
[10:08] in terms of if you can rank.
[10:10] Now, it'd be all rainbows and butterflies
if we could accurately define strict criteria
[10:16] and categorize them into
one or more intent buckets.
[10:19] Then we'd know exactly how
to approach page creation.
[10:22] But the truth about these "intent buckets"
is that the methodology is broken because
[10:27] a) there are like a million and one
"it depends" kind of SERPs;
[10:31] b) SERPs change, meaning intent can change too;
[10:35] c) SERPs are often different
based on one's location;
[10:39] and d), which is probably the most important,
is that people's interpretation of intent will vary.
[10:45] To prove my point, I asked Josh, head of
content at Ahrefs, and Patrick, our resident
[10:50] technical SEO to give me their opinions
on search intent for these keywords.
[10:55] We all jotted down our answers, without peeking,
and here are the results from this exercise.
[11:01] As you can see, our interpretation of
intent on the whole was quite different.
[11:06] In fact, the only keyword we had identical
answers for was "ama" - a navigational query.
[11:13] But one thing that stood out is that we
actually all chose the same dominant
[11:17] intent for the queries.
[11:19] So I want to leave you with one key takeaway.
[11:21] Instead of stressing out for hours about
overall intent, or worse, wasting several
[11:26] man-hours arguing with your colleagues,
focus on creating top notch pages that
[11:32] match the dominant intent of users.
[11:35] And if you can't serve that intent but really
want to rank for that topic, then consider
[11:39] going after the common intent or just let it go.
[11:42] Bottomline: don't overcomplicate things.
[11:45] At Ahrefs, we simplify this by using what
we call the "3 Cs of search intent."
[11:50] And while it doesn't give us a bucket
to throw a query in, it keeps us
[11:54] laser-focused on serving prospects, our
existing customer base, and we actually
[11:59] rank our pages for meaningful topics.
[12:02] We have a full tutorial that goes into how you
can use this method in our free SEO course,
[12:06] so I'll link that up in the description.
[12:09] Now, if you enjoyed this tutorial, then make sure
to like, share, and subscribe for more actionable
[12:13] SEO and marketing tutorials.
[12:15] I'll see you in the next one.

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