the seo fundamental everyone gets wrong with timestamps YoutubeScribe.com

[0:00] So listen.
[0:00] There's an SEO fundamental that's probably
the most important thing, yet 99% of SEOs
[0:06] get it wrong - and some even ignore it.
[0:09] I'm talking about search intent.
[0:11] So it's like this: we have a plant
that's rooted in fertile soil.
[0:15] Let's call this your content – it's foundational.
[0:18] And then we have sunlight.
[0:22] It provides energy for the plant's health, just
like backlinks do for your site's organic rankings.
[0:28] Now, despite having fertile soil and an abundance
of sunlight, something crucial is missing.
[0:36] Water… Without it, our plant wilts –
its leaves lose their luster.
[0:41] And growth... not happening!
[0:44] Water is like search intent in the world of SEO.
[0:47] When your content doesn't align with the searcher's
intent, your SEO efforts, much like our plant,
[0:54] aren't going to make it.
[0:55] And that's because Google's job is to give
the best results for any given query.
[1:00] Now, I'm going to show you how to use
intent to improve your content and boost
[1:04] your Google rankings.
[1:05] But first, we need to unpack the core problem
here: why aren't SEOs getting intent right?
[1:10] And the answers I have might surprise
you because our inability to "get it right"
[1:16] isn't always our fault.
[1:17] But first, let’s tackle an issue that
is fully in our control – laziness.
[1:22] Even though we know search intent is important,
we often race past this step and choose one
[1:27] of two lazy routes.
[1:29] Lazy route 1. We search for our target keyword.
[1:32] Look at the titles and think… easy.
[1:35] Create a blog post recommending a list of these products.
[1:38] Tons of experience here.
[1:39] Or we go down lazy route two:
[1:42] [Hmmm… Is it informational or commercial?]
[1:46] [Really? I think it's transactional.]
[1:48] [Mmmm... Let's just write down all 3.]
[1:50] So why is it that when we're doing SEO, we look
at intent for seconds or max… a few minutes?
[1:56] Understanding search intent
is doing due diligence.
[1:59] And if you're passing this step off as a secondary
priority, no wonder we miss the mark.
[2:05] And while laziness can be fixed by being
proactive and using the tips I'll share in a bit,
[2:10] the same can't be said for reason two
which is that search intent changes.
[2:15] Take the keyword "how to sanitize" as an example.
[2:17] In March 2019, the search results were mostly
about cleaning and sanitizing your kitchen
[2:23] because of things like raw meat.
[2:24] But today, intent has more to do with disinfecting
your home and your phone because of COVID.
[2:30] Now, people's interests change; world events
happen; and therefore, Google adapts and
[2:34] changes the search results to give the
searcher what they want then and there.
[2:39] And while we can simply update our pages
to better match intent when this happens,
[2:44] there's a bigger reason we can't get intent
right… and it's kind of out of our control.
[2:49] And that's the fact that searcher
intent is extremely nuanced.
[2:53] Take the query, "landscaping ideas" as an example.
[2:56] If we go with lazy route one, we'll look at the titles
of the top results, and immediately assume… yes!
[3:02] We need to create a roundup post with a billion
ideas that'll end up being 40,000 words
[3:08] that no one wants to read.
[3:09] Or if we go with lazy route 2, we'll look at
the SERP and determine that this query
[3:13] is purely informational because
people are just looking for ideas.
[3:18] But I don't think that's the case.
[3:20] Look at the top of the SERP.
[3:22] There's a huge image pack, suggesting that
most people don't care what you have to say.
[3:27] They want to see ideas for inspiration.
[3:29] And when you click on the top ranking page
called "75 landscaping ideas you'll love",
[3:34] it's not a roundup post – it's like
a Pinterest board filled with images.
[3:38] And if we go back to the SERP and scroll
down a bit, you'll see these product results,
[3:42] suggesting that there is some kind
of commercial intent to this topic.
[3:46] And this is just my 30-second interpretation which
I'm sure some others might disagree with.
[3:51] Now, even though "intent" can't be classified
into a one-size-fits-all bucket, it doesn't mean
[3:56] we should just give up or settle
for the bare minimum.
[3:59] Because here's the deal: Intent should be what
guides the things you'll include in your content.
[4:04] Not only will this help you rank higher in
search engines, but you'll be in a better
[4:08] position to convert visitors into customers
because you're giving them what they want.
[4:13] And because you're satisfying intent, trust is
built, and you have an opportunity to direct
[4:19] them to whatever you think they'd want or need next.
[4:22] And while some of you may continue to pass
off search intent as a secondary priority, those
[4:27] that spend a disproportionate amount of time
to deeply understand who your audience is
[4:34] and who is actually visiting your pages will
get a sneaky edge over the competition.
[4:40] So, here's how you can do that.
[4:41] First, pay attention to everything you
see in the Google search results pages.
[4:45] So let's look at the SERP again for "landscaping ideas".
[4:49] And I want you to look at two things on this page.
[4:51] #1 are the top results.
[4:54] These are examples of what Google believes
to be the best match for the query.
[4:58] And I'll expand on this a bit later because
the place you should start is on thing #2
[5:02] which are SERP features.
[5:04] SERP features often get ignored, but they can
actually tell us a lot about micro nuances to intent.
[5:10] For example, at the top, we have this massive
image pack, which again, hints that searchers
[5:16] want visual content.
[5:17] So make your page very visually appealing.
[5:20] Now, this box right here called People
also ask can be very insightful too.
[5:25] Because when you look for "themes" and pair
it with some common sense, you can begin
[5:29] to understand the searcher's desires of
where they are in their informational or
[5:34] buying journeys or where they might want to go.
[5:37] So, in this case, we have two that are about 
cheap ways to do landscaping – meaning,
[5:42] people are ready to spend money.
[5:44] Then there's this one about principles,
which suggests that we may have DIYers
[5:48] who are beginners to landscaping
– hoping to learn best practices.
[5:51] And then this one on "low maintenance" ideas suggests
that people want easy "set it and forget it" ideas.
[5:58] These all sound like perfectly reasonable things
to keep in mind when creating our post.
[6:02] Now, scrolling down, we see these product
recommendations which suggests that there
[6:06] is commercial intent to buy things like books
and done for you options like raised garden beds
[6:12] or landscape designs.
[6:14] And when we hit the bottom of the search
results, you'll see that pretty much all of
[6:18] the guesses we've made are further
validated in the related searches box.
[6:22] "Cheap," "low maintenance," "pictures," "simple," and
this new one catches my eye too: "for small spaces."
[6:30] We've basically just brainstormed what we need to 
include in our post, how it should be presented,
[6:35] and who we're going to be writing for.
[6:37] And the SERP was basically our guide
to getting a high-level overview of this.
[6:42] Now, if you think that we've uncovered some
interesting things here, you'll be amazed at
[6:46] what you can find when analyzing
the top-ranking pages.
[6:49] Again, the top 3 pages are Google's picks
for what they believe to be the best match
[6:54] for a given query.
[6:55] And so you should be studying
what these pages are doing.
[6:59] What are they talking about?
[7:00] Are there common themes?
[7:02] Who are they speaking to?
[7:03] And do any of these things support
what we learned from SERP features?
[7:07] Now, doing this manually isn't very fun at all.
[7:10] So you can actually use ChatGPT to do it
faster and perhaps even more accurately
[7:15] than we can.
[7:16] Just use this prompt: "Can you visit these pages
and tell me commonalities between them?" –
[7:20] and then I'll list the top 3 URLs.
[7:22] And the response here is super-interesting.
[7:24] It says that the top-ranking page emphasizes 
the importance of low maintenance options
[7:30] like succulents, bushes or hedges.
[7:32] It also says to consider climate, budget, and
available space – so basically more support
[7:40] of the things we learned from the SERP.
[7:41] Now, because ChatGPT wasn't able to access 
the other pages, we can either manually try
[7:46] and decipher the nuances of the other pages or 
use Ahrefs' Keywords Explorer in conjunction
[7:51] with ChatGPT.
[7:53] So I'll start by searching for "landscaping ideas",
go to the Related terms report and then hit
[7:58] the "Also talk about" tab, which shows us popular
queries that the top-ranking pages are talking about.
[8:03] I'll export the list, go back to ChatGPT and say:
"Using this list of keywords, what are some
[8:09] important landscaping ideas I can include in my
blog post for an audience that's budget-conscious,
[8:14] wants low-maintenance options,
and is more likely beginners?"
[8:18] Paste in the list, hit Return, and now I've
got some great ideas that I think will be
[8:24] useful to searchers.
[8:25] And ChatGPT can even give you
an idea of what this will look like.
[8:28] Nice!
[8:29] Now, simply knowing what searchers
want won’t be enough.
[8:32] You have to actually structure, write, and design your
piece to create a great user experience for your visitors.
[8:38] If you want to see what this intent-first approach looks
like in action and how it can boost your organic rankings,
[8:44] then watch my video on how I tried to
rank a blog post #1 in under 24 hours.

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