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The answers is in the SERPs

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Gianluca Fiorelli
Gianluca Fiorelli

Gianluca Fiorelli gave a talk on observing search engine results pages (SERPs) and how they can provide useful insights for SEO. He discusses how SERPs reveal users' search intents, including informational, navigational, and transactional intents. Understanding search intent allows SEOs to better target keywords and prioritize content formats that meet users' needs. Regular observation of SERPs is a useful practice for keyword research and analysis.

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Gianluca Fiorelli International & Strategic SEO Senior Consultant @gfiorelli1 – ILoveSEO.net
The Answer is In the SERPs A talk by Gianluca Fiorelli @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 IMPORTANT DISCLAIMER My talk is based on an underrated SEO skill: intuition. I do not have the time to analyze X million queries, SERPs et al. All I am going to present is based on study, work experience and a few experiments. I invite you to do massive tests if you want to give a more scientific background to what I am going to say (and if you have time)
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 I thought it was a quite obvious observation, but it wasn’t so looking at the reactions my tweet caused
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Then, AJ Khon made me understand how I touched a sensible chord with my – for me – obvious observation.
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Actually, observing the SERPs and how they change, is not useful only after an update. It is a too-often forgot practice useful for many things
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 WHY?
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Because of this
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 1 of the biggest mistakes we do is thinking only about our users…
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 1 of the biggest mistakes we do is thinking only about our users… when, instead, we should think also about the users of Google.
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 The 2 concepts are not necessarily identical
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Search Intent The implicit and explicit intent users have when performing a search on Google
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance How much a document is able to answer the search intent that Google individuated its users have when performing a search
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SERP The presentation of the documents Google calculated as relevant to its users’ search intents
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SO…
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SEARCH INTENT ANALYSIS
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Micro-Moments
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent (supposed to be the easier to understand)
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent Physical Virtual
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent Physical Virtual Many times mixed
I PAINT MINIATURES SINCE I WAS A KID
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Transactional/Navigational Intent (Commercial Investigations) Virtual (branded searches that underline the need of buying in specific web page)
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent Why do we need to target them? Because 80% of searches are informational
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent Why do we need to target them? Because of Relevance
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance Content Links RankBrain E-A-T Concepts/Entities NEURAL MATCHING
@gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
Breslavia turismo Prossimi eventi a Breslavia Municipio di Breslavia Breslavia Cracovia Piazza del Mercato Breslavia Breslavia cosa mangiare Breslavia gnomi Breslavia Capodanno Breslavia aeroporto Sala del Centenario Breslavia Natale Breslavia Polonia meteo Distanza Breslavia Cracovia Varsavia abitanti Cartina Polonia Poznan Katowice Visitare Auschwitz da Breslavia Città vicino a Breslavia Distanza Breslavia Varsavia Gross Rosen Auschwitz dove dormire Distanza Cracovia Auschwitz Breslavia meteo Breslavia mappa Breslavia regione
Natale Mercatino di Natale Mappa Gnomi Polonia Piazza del Mercato Capodanno Nano Zoo Acquario Università Sala del Centenario Aeroporto Meteo Sky Tower Inverno Cracovia Fontana Cattedrale di San Govanni Battista Municipio Birreria Souvenir Dicembre Statua Lampionaio Panorama Raclawicka Neve Rynek Ponte Fiume Stadio Monumento Mercato coperto Hansel e Gretel Centro storico Chiesa Lampione Chiesa di Santa Elisabetta Hotel Lothus Cibo Città vecchia Palazzo Reale Turismo
The Google Suggest can offer us supplemental ideas, but mostly similar to related searches @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
And now you can do your keyword research in detail @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
And now you can do your keyword research in detail @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 YOUR OWN KEYWORDS Search Console via Search Console API EXPANDING THE KEYWORD DATABASE Keyword Gap tool by SEMRush Content Gap analysis by Ahrefs ”Find new URLs” by Keyword Planner
TIP Alert
Save the columns “CPC” and “Competition”. If the competition is low, that is a sign of Informational intent. However, if the CPC is not equal to 0, then the KW may also imply a transactional intent
Transactional Informational
TIP Alert
Remember the Knowledge Panel with “Plan your trip” CTA for Destination names?
Remember the Knowledge Panel with “Plan your trip” CTA for Destination names?
Usually these are KWs with almost no Paid competition, and a reasonable CPC
Do like Booking. “Buy” the top of the folder. Stick in the memory of the users (and win Google)
CHOOSE TOOLS THAT CAN GIVE YOU ALSO INSIGHTS ABOUT THE SERPS FEATURES @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
1st, because so you can further enlarge your “questions” database for content ideas scraping the People Also Ask @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 https://builtvisible.com/scraping-people-also-ask- boxes-for-seo-and-content-research/
2nd, because SERPS’ Features are hints about what searchers’ needs we should prioritize @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
Predominance of Ads (all variants of them) @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Purchase Intent
Presence of Knowledge Graph and Carrousels, Featured Snippet and People Also Ask Informational Intent
Presence of Answer Boxes Quick Answer Intent
Presence of Local Pack Local Search Intent
Presence of Images Search Visual Search Intent
Presence of Video Carrousels Video Search Intent
Presence of News Carrousels Newsworthy Information Intent
Look at the search menu Google presents in the SERP. The order sets up the priorities of the search intents
However, not only the SERPs features suggest us what intent to prioritize, but also what format is better to give to our content.
Images Let's look at this SERP again
In this example, things look clear Users are searching for information about tourist places to see in Wroclaw. If prioritized as a ”Top X Things to See in”, better, and the guide must have photos to inspire and guide them. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
If you do your job well, then you can rank in Top 10 even if you are an Altervista website with only 3 domains linking. Check: https://siviaggia.it/idee-di-viaggio/breslavia-o-wroclaw- polonia/123814/
Why does this post work?
IT TARGETS ALMOST ALL THE SEARCHES RELATED TO WROCLAW Fiume (Oder & and river cruise) Cattedrale di San Giovanni Battista Centro Storico Lampionaio / Lampioni Ryenek Mercato / Mercato coperto Municipio Chiesa di Santa Elisabetta Hansel e Gretel Gnomi Panorama Raclawicka Breslavia regione Chiese Cosa mangiare / Birrerie
Only 3 domains linking to this site (imagine if it had more…)
Transactional Intent
Transactional Intent #1 Ready to purchase something #2 May need help deciding what or how to purchase something
Transactional Intent #1 Ready to purchase something • Buy • Offer • Free • Cheap • Discount • Sale • Product or Service Name
Easy to detect with every keyword tool… … but
… this is telling us that people will prize pages with outstanding use of product images. The presence of G Shopping suggest us that too.
… and the local pack clearly indicates us that Google detects a local search intent, which we will need to consider in our strategy
Transactional Intent Usually these are comparison searches #2 May need help deciding what or how to purchase something
If you see an outstanding presence of Ads features mixed with typically informational ones, then users still need a last nudge for buying
Don’t do the mistake to create only informational pieces of content in these cases
Or to create informational content targeting these KWs (KW Cannibalization risk)
Instead create a Transactional Pillar Page
TL;DR
Informational, Navigational, Transactional
Informational, Navigational, Transactional
Informational NavigationalTransactional
TOFU MOFU BOFU
TOFU MOFU BOFU
Gianluca Fiorelli International & Strategic SEO Senior Consultant @gfiorelli1 – ILoveSEO.net Thank you!

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The answers is in the SERPs

  • 1. Gianluca Fiorelli International & Strategic SEO Senior Consultant @gfiorelli1 – ILoveSEO.net
  • 2. The Answer is In the SERPs A talk by Gianluca Fiorelli @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 3. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 IMPORTANT DISCLAIMER My talk is based on an underrated SEO skill: intuition. I do not have the time to analyze X million queries, SERPs et al. All I am going to present is based on study, work experience and a few experiments. I invite you to do massive tests if you want to give a more scientific background to what I am going to say (and if you have time)
  • 4. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 5. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 I thought it was a quite obvious observation, but it wasn’t so looking at the reactions my tweet caused
  • 6. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Then, AJ Khon made me understand how I touched a sensible chord with my – for me – obvious observation.
  • 7. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Actually, observing the SERPs and how they change, is not useful only after an update. It is a too-often forgot practice useful for many things
  • 8. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 WHY?
  • 9. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Because of this
  • 10. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 1 of the biggest mistakes we do is thinking only about our users…
  • 11. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 1 of the biggest mistakes we do is thinking only about our users… when, instead, we should think also about the users of Google.
  • 12. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 The 2 concepts are not necessarily identical
  • 13. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Search Intent The implicit and explicit intent users have when performing a search on Google
  • 14. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance How much a document is able to answer the search intent that Google individuated its users have when performing a search
  • 15. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance
  • 16. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SERP The presentation of the documents Google calculated as relevant to its users’ search intents
  • 17. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SO…
  • 18. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SEARCH INTENT ANALYSIS
  • 19. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Micro-Moments
  • 20. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 21. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent (supposed to be the easier to understand)
  • 22. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent Physical Virtual
  • 23. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent Physical Virtual Many times mixed
  • 25.
  • 26. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Transactional/Navigational Intent (Commercial Investigations) Virtual (branded searches that underline the need of buying in specific web page)
  • 27.
  • 28. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent
  • 29. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent Why do we need to target them? Because 80% of searches are informational
  • 30. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent Why do we need to target them? Because of Relevance
  • 31. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance Content Links RankBrain E-A-T Concepts/Entities NEURAL MATCHING
  • 32.
  • 33.
  • 34. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 35. Breslavia turismo Prossimi eventi a Breslavia Municipio di Breslavia Breslavia Cracovia Piazza del Mercato Breslavia Breslavia cosa mangiare Breslavia gnomi Breslavia Capodanno Breslavia aeroporto Sala del Centenario Breslavia Natale Breslavia Polonia meteo Distanza Breslavia Cracovia Varsavia abitanti Cartina Polonia Poznan Katowice Visitare Auschwitz da Breslavia Città vicino a Breslavia Distanza Breslavia Varsavia Gross Rosen Auschwitz dove dormire Distanza Cracovia Auschwitz Breslavia meteo Breslavia mappa Breslavia regione
  • 36. Natale Mercatino di Natale Mappa Gnomi Polonia Piazza del Mercato Capodanno Nano Zoo Acquario Università Sala del Centenario Aeroporto Meteo Sky Tower Inverno Cracovia Fontana Cattedrale di San Govanni Battista Municipio Birreria Souvenir Dicembre Statua Lampionaio Panorama Raclawicka Neve Rynek Ponte Fiume Stadio Monumento Mercato coperto Hansel e Gretel Centro storico Chiesa Lampione Chiesa di Santa Elisabetta Hotel Lothus Cibo Città vecchia Palazzo Reale Turismo
  • 37. The Google Suggest can offer us supplemental ideas, but mostly similar to related searches @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 38. And now you can do your keyword research in detail @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 39. And now you can do your keyword research in detail @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 YOUR OWN KEYWORDS Search Console via Search Console API EXPANDING THE KEYWORD DATABASE Keyword Gap tool by SEMRush Content Gap analysis by Ahrefs ”Find new URLs” by Keyword Planner
  • 41. Save the columns “CPC” and “Competition”. If the competition is low, that is a sign of Informational intent. However, if the CPC is not equal to 0, then the KW may also imply a transactional intent
  • 44. Remember the Knowledge Panel with “Plan your trip” CTA for Destination names?
  • 45. Remember the Knowledge Panel with “Plan your trip” CTA for Destination names?
  • 46. Usually these are KWs with almost no Paid competition, and a reasonable CPC
  • 47. Do like Booking. “Buy” the top of the folder. Stick in the memory of the users (and win Google)
  • 48. CHOOSE TOOLS THAT CAN GIVE YOU ALSO INSIGHTS ABOUT THE SERPS FEATURES @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 49. 1st, because so you can further enlarge your “questions” database for content ideas scraping the People Also Ask @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 https://builtvisible.com/scraping-people-also-ask- boxes-for-seo-and-content-research/
  • 50. 2nd, because SERPS’ Features are hints about what searchers’ needs we should prioritize @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 51. Predominance of Ads (all variants of them) @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Purchase Intent
  • 52. Presence of Knowledge Graph and Carrousels, Featured Snippet and People Also Ask Informational Intent
  • 53. Presence of Answer Boxes Quick Answer Intent
  • 54. Presence of Local Pack Local Search Intent
  • 55. Presence of Images Search Visual Search Intent
  • 56. Presence of Video Carrousels Video Search Intent
  • 57. Presence of News Carrousels Newsworthy Information Intent
  • 58. Look at the search menu Google presents in the SERP. The order sets up the priorities of the search intents
  • 59. However, not only the SERPs features suggest us what intent to prioritize, but also what format is better to give to our content.
  • 60. Images Let's look at this SERP again
  • 61. In this example, things look clear Users are searching for information about tourist places to see in Wroclaw. If prioritized as a ”Top X Things to See in”, better, and the guide must have photos to inspire and guide them. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  • 62. If you do your job well, then you can rank in Top 10 even if you are an Altervista website with only 3 domains linking. Check: https://siviaggia.it/idee-di-viaggio/breslavia-o-wroclaw- polonia/123814/
  • 63.
  • 64. Why does this post work?
  • 65. IT TARGETS ALMOST ALL THE SEARCHES RELATED TO WROCLAW Fiume (Oder & and river cruise) Cattedrale di San Giovanni Battista Centro Storico Lampionaio / Lampioni Ryenek Mercato / Mercato coperto Municipio Chiesa di Santa Elisabetta Hansel e Gretel Gnomi Panorama Raclawicka Breslavia regione Chiese Cosa mangiare / Birrerie
  • 66. Only 3 domains linking to this site (imagine if it had more…)
  • 68. Transactional Intent #1 Ready to purchase something #2 May need help deciding what or how to purchase something
  • 69. Transactional Intent #1 Ready to purchase something • Buy • Offer • Free • Cheap • Discount • Sale • Product or Service Name
  • 70. Easy to detect with every keyword tool… … but
  • 71. … this is telling us that people will prize pages with outstanding use of product images. The presence of G Shopping suggest us that too.
  • 72. … and the local pack clearly indicates us that Google detects a local search intent, which we will need to consider in our strategy
  • 73.
  • 74. Transactional Intent Usually these are comparison searches #2 May need help deciding what or how to purchase something
  • 75. If you see an outstanding presence of Ads features mixed with typically informational ones, then users still need a last nudge for buying
  • 76. Don’t do the mistake to create only informational pieces of content in these cases
  • 77. Or to create informational content targeting these KWs (KW Cannibalization risk)
  • 78. Instead create a Transactional Pillar Page
  • 79.
  • 80.
  • 81. TL;DR
  • 87.
  • 88. Gianluca Fiorelli International & Strategic SEO Senior Consultant @gfiorelli1 – ILoveSEO.net Thank you!