keyword research pt 1 how to analyze searcher inte with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh, and welcome to the
second lesson which is on search intent.
[0:04] And I touched on this in the first lesson
on SEO basics, but I really want to take
[0:08] some time to unpack what it is and
how to use it in keyword research.
[0:13] Reason being, if you can't match searcher
intent, then you probably aren't going to rank
[0:18] for your target keywords.
[0:20] So again, search intent represents
the reason behind a searcher's query.
[0:24] And matching search intent is one of those
must-do things to show search engines that
[0:29] your page will fulfill their goal to deliver
the most relevant results for any given query.
[0:35] And while it might sound like you're trying
to satisfy Google, what you're actually doing
[0:40] is learning what you need to do
to satisfy the searcher's intent.
[0:45] Identifying search intent is
usually quite easy.
[0:48] All you have to do is search for the
keyword you want to rank for and
[0:51] then analyze the top-ranking results.
[0:54] And the top-ranking results are a great proxy
to understand search intent because Google
[0:59] understands what searchers want,
probably more than anyone else.
[1:04] Now, "analyzing" is kind of a jargony word,
but I have a simple 3-prong formula you
[1:09] can use.
[1:10] It's called the three C's of search intent.
[1:12] The first C is content type.
[1:15] Content type can usually be categorized into
blog posts, videos, product, category, and
[1:21] landing pages.
[1:22] For example, the dominant type of pages for
the query "best golf shoes" are blog posts.
[1:29] The second C is content format.
[1:32] And this applies more to blog posts
and landing pages.
[1:35] A few common blog formats you'll see are
how-tos, step-by-step tutorials, list posts,
[1:41] and opinion editorials.
[1:43] For a landing page, that might be
something like a tool or calculator.
[1:47] Again for the query "best golf shoes" you'll
see that all of the top results are listicles,
[1:52] which makes sense because the word "best"
implies that a comparison needs to be made.
[1:58] And the third C is content angle,
which often depicts the "benefit."
[2:02] It's basically your hook as to why someone
should click and visit your page.
[2:07] For "best golf shoes," you'll see that every
post has gone with the "freshness angle,"
[2:11] which is evident based on the current
year being in the titles.
[2:15] In my opinion, this is the least important
and often least consistent among
[2:19] top-ranking pages.
[2:21] Now, this is just one example of
search intent for a keyword.
[2:24] Let's go through a few more examples
to really drill in this concept.
[2:28] The first example is for the query
"how to swing a golf club."
[2:32] The dominant content type is
clearly blog posts.
[2:35] But you'll also notice that a YouTube video
is ranking ahead of the blog posts.
[2:39] So this tells us that it may be worth creating
both a blog post and video to potentially get
[2:44] two different spots in the search results.
[2:47] As for content format, they're
clearly all how-tos.
[2:51] And seeing as the nature of the topic would
require a step-by-step procedure, that's probably
[2:56] the route you'd want to go too.
[2:58] And you can confirm this by actually
visiting some of the top-ranking pages.
[3:02] Now, with content angle, it appears as 
though "for beginners" or "basic" seems
[3:07] to be the right way to approach the topic .
[3:10] The second example is for
the query "golf clubs."
[3:13] Looking at the SERP, you'll see that
they're all ecommerce category pages.
[3:17] Which tells us that when people search for
this query, they're likely in shopping mode.
[3:22] Now, seeing as content format applies mostly
to blog posts and landing pages, it wouldn't be
[3:27] applicable here since we're looking
at ecommerce category pages.
[3:31] As for content angle, it seems to be mostly
about deals -- so saving money on golf clubs.
[3:38] Alright, the final example is for
something like "golf bags."
[3:41] Looking at the SERP, you'll see
something a bit different.
[3:44] We have a mixed SERP.
[3:45] Content type for the top-ranking page
is an ecommerce category page.
[3:50] Then we have a couple of blog posts
on the best golf bags.
[3:53] And we also have an outlier on
how to buy golf bags.
[3:57] And towards the bottom half of the results,
we have more ecommerce category pages.
[4:02] So what do you do?
[4:04] Well, in order to make an educated decision,
we still need to lay some foundation work.
[4:09] So we'll revisit this example in a later lesson.
[4:12] For now, you should have the basics of search
intent down, and tomorrow we'll be publishing
[4:15] the next video which is on the first step
of the keyword research process:
[4:20] keyword generation.
[4:21] So make sure to subscribe so
you don't miss that.
[4:23] And if you're watching this video at a later date,
then check the description because we'll have
[4:27] a link to the entire course there.
[4:30] See you in the next lesson.

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