Slide 92
Slide 92 text
Rad Paluszak: Content vs SERPs
The Search Initiative
User Intent (Kane Jamison – Content Harmony)
U s e r I n t e n t
ClassificationSummary SERP Features
Research Searcher looking for more information Featured snippet, People also ask, Knowledge carousels
Answer Searcher looking for a quick answer Scorecards, in-SERP calculators
Transaction Searcher looking to buy a product Google shopping results
Local Searcher looking for a local answer Map pack, map in knowledge panel
Visual Searcher looking for visual inspiration Image pack
Video Searcher looking for video content Video pack, video thumbnails
Fresh/News Searcher looking for the latest news Top Stories in the SERP, Recent tweets
Branded Searcher looking for a specific brand Large sitelinks, one site owning page 1
Mixed Searcher may have a number of ‘intents’Mix of the above in one SERP
https://www.contentharmony.com/blog/classifying-search-intent/