Content vs SERPs - The Intent and Sentiment Analysis

Content is King, something, something. Everyone knows this! The big question is, what Google values in the content and how it knows whether it’s good or bad.

In this talk, we’re reviewing some of the most accurate factors related to many of Google quality factors. We also look at selected Google patents and provide you with a recipe to conquer latent intent.

Presentation from a workshop that was a part of Chiang Mai SEO Conference 2019.

Parts of the presentation were inspired by a great talk by Rory Tavendale - his presentation is available here: http://bit.ly/seo-intent-leeds

This presentation is also available as a video on YouTube: https://youtu.be/ahoFrexkpmU?t=402

Transcript

1. Content vs SERPs The Intent and Sentiment Analysis By Rad Paluszak
2. Rad Paluszak: Content vs SERPs The Search Initiative • Introduction • Intent and Sentiment in Google • Google Patents • RankBrain • Natural Language Processing • Search Quality Rater Guidelines • Sentiment in SERPs • User Intent • Classification • Discovery • Latent Intent • Summary Contents I N T R O D U C T I O N
3. Rad Paluszak: Content vs SERPs The Search Initiative Rad Paluszak • “SEO” birthday - 2010 (Caffeine update) • Web developer “at heart” • Algorithms <3 • Machine Learning <3 • Data Mining <3 • “Technical SEO Artist” @radpaluszak 📧 rad@thesearchinitiative.com D I R E C T O R O F S E O
4. Rad Paluszak: Content vs SERPs The Search Initiative Intent and Sentiment Why Do We Care About Intent and Sentiment?
5. Rad Paluszak: Content vs SERPs The Search Initiative Patents • Matching of user profiles with audience segments https://patents.google.com/patent/US9706008 • Determining user intent from query patterns https://patents.google.com/patent/US8868548 • User intent analysis engine https://patents.google.com/patent/US20120136714A1/en • Search Engine Using User Intent https://patents.google.com/patent/US20060064411A1/en • Clustering query refinements by inferred user intent https://patents.google.com/patent/US9582766B2/en • User models for implicit intents in search https://patents.google.com/patent/US20150012532A1/en • https://patents.google.com/patent/US20170076357 • https://patents.google.com/patent/US20150348109A1/en • http://www.freepatentsonline.com/y2017/0083821.html • https://patents.google.com/patent/US20160117704A1/en • https://patents.google.com/patent/US20140074859 • https://patents.google.com/patent/US8868548B2/en Resources • https://searchengineland.com/patent-1-2-google-learns- influence-control-users-272358 • http://www.seobythesea.com/2012/12/navigational- queries-resources/ • https://www.slideshare.net/russdan/googles-ai-is-smarter- than-you-what-does-that-mean-for-google-ads-and-seo • https://searchengineland.com/googles-new-custom-intent- audiences-287556 • https://www.kevin-indig.com/user-intent-mapping-steroids/ • https://www.stateofdigital.com/optimise-for-searcher- intent-complete-guide-2019/ • https://moz.com/blog/using-stat-for-content-strategy • https://raynernomics.com/predict-keyword-latent-intent/ • https://www.jimmydaly.com/hub-and-spoke/ • https://raynernomics.com/become-everyones-trendsetter/ • https://www.contentharmony.com/blog/classifying-search- intent/ • https://ahrefs.com/blog/search-intent/
6. Rad Paluszak: Content vs SERPs The Search Initiative Thank You! ;)
7. Rad Paluszak: Content vs SERPs The Search Initiative Why do we care about Intent and Sentiment? • Rank Brain • Google’s Patents • Natural Language Processing
8. Rad Paluszak: Content vs SERPs The Search Initiative Intent and Sentiment Google Patents
9. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Predicted travel intent Google observes your behavior and learns, then predicts whether you plan to travel. • Commute • Vacation • Short Stays • Local “gems”
10. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Predicted travel intent Google observes your behavior and learns, then predicts whether you plan to travel. • Commute • Vacation • Short Stays • Local “gems” Google Is Spying on You!
11. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Predicted travel intent Google observes your behavior and learns, then predicts whether you plan to travel. • Commute • Vacation • Short Stays • Local “gems” Tell Me Something I Don’t Know!
12. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Determining user intent from query patterns Google adjusts the search results returned based on a set of queries through finding patterns that suggest what the user intent is.
13. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Determining user intent from query patterns Google adjusts the search results returned based on a set of queries through finding patterns that suggest what the user intent is. We can also see that the Search Engine System consists of a few agents: • Indexing Engine • Ranking Engine • Rank Modifier Engine • Intent Identifier
14. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Clustering query refinements by inferred user intent Google builds a query representation in a form of graph.
15. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Clustering query refinements by inferred user intent Google builds a query representation in a form of graph. Based on the refinements that become subsequent nodes, Google creates „Related Searches”.
16. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Clustering query refinements by inferred user intent Google builds a query representation in a form of graph. Based on the refinements that become subsequent nodes, Google creates „Related Searches”. Again, a few agents mentioned in this patent: • Indexing Engine • Ranking Engine • Search Suggestion Engine
17. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Matching of user profiles with audience segments Embodiments of the present teachings disclose method, system, and programs that monetize personalized user behavioural profiles by remapping the users to audience segments related to advertisement. In the method, the users can be targeted with advertisements that are personalized and hence are more likely to lead to conversions.
18. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Matching of user profiles with audience segments Embodiments of the present teachings disclose method, system, and programs that monetize personalized user behavioural profiles by remapping the users to audience segments related to advertisement. In the method, the users can be targeted with advertisements that are personalized and hence are more likely to lead to conversions.
19. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Matching of user profiles with audience segments Embodiments of the present teachings disclose method, system, and programs that monetize personalized user behavioural profiles by remapping the users to audience segments related to advertisement. In the method, the users can be targeted with advertisements that are personalized and hence are more likely to lead to conversions.
20. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t Matching of user profiles with audience segments Embodiments of the present teachings disclose method, system, and programs that monetize personalized user behavioural profiles by remapping the users to audience segments related to advertisement. In the method, the users can be targeted with advertisements that are personalized and hence are more likely to lead to conversions.
21. Rad Paluszak: Content vs SERPs The Search Initiative Google Patents I n t e n t a n d S e n t i m e n t
22. Rad Paluszak: Content vs SERPs The Search Initiative Intent and Sentiment RankBrain and SERPs
23. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain is an artificial intelligence system, the use of which was confirmed by Google on 26 October 2015. It helps Google to process search results and provide more relevant search results for users. If Rank Brain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have a similar meaning and filter the results accordingly, making it more effective at handling never- before-seen search queries or keywords. Rank Brain I n t e n t a n d S e n t i m e n t
24. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo
25. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t Results Post process ing Relevance Matching Intent Analysis NLP Query Parsing User Query Results Satisfaction Analysis (CTR, BR)
26. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page
27. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page
28. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page
29. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page
30. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page
31. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page
32. Rad Paluszak: Content vs SERPs The Search Initiative Rank Brain in Search Results I n t e n t a n d S e n t i m e n t https://backlinko.com/google-rankbrain-seo User Query Concept Results for The Concept Is User Satisfied? No Try Another Page Next Time Yes Uprank That Page CTR … ?
33. Rad Paluszak: Content vs SERPs The Search Initiative Intent + CTR I n t e n t a n d S e n t i m e n t https://cdn-backlinko.pressidium.com/wp-content/uploads/2018/04/organic-seo-ctr-infographic.png
34. Rad Paluszak: Content vs SERPs The Search Initiative Intent + CTR I n t e n t a n d S e n t i m e n t https://cdn-backlinko.pressidium.com/wp-content/uploads/2018/04/organic-seo-ctr-infographic.png
35. Rad Paluszak: Content vs SERPs The Search Initiative Intent + CTR I n t e n t a n d S e n t i m e n t Intent + CTR = $ $ $ https://cdn-backlinko.pressidium.com/wp-content/uploads/2018/04/organic-seo-ctr-infographic.png
36. Rad Paluszak: Content vs SERPs The Search Initiative Intent + CTR I n t e n t a n d S e n t i m e n t
37. Rad Paluszak: Content vs SERPs The Search Initiative Intent and Sentiment Natural Language Processing
38. Rad Paluszak: Content vs SERPs The Search Initiative Natural Language Processing Machine Translation Information Retrieval Sentiment Analysis Information Extraction Questions & Answers Intent Discovery Natural Language Processing I n t e n t a n d S e n t i m e n t
39. Natural Language Processing I n t e n t a n d S e n t i m e n t
40. Natural Language Processing I n t e n t a n d S e n t i m e n t
41. Natural Language Processing I n t e n t a n d S e n t i m e n t
42. Natural Language Processing I n t e n t a n d S e n t i m e n t
43. Rad Paluszak: Content vs SERPs The Search Initiative Neural Matching N a t u r a l L a n g u a g e P r o c e s s i n g Neural matching is an artificial intelligence based system that Google began using in 2018 primarily to understand how words are related to concepts. It is kind of “like a super-synonym system”. Neural matching helps them better relate words to searches. • RankBrain helps Google better relate pages to concepts. • Neural matching helps Google better relate words to searches.
44. Rad Paluszak: Content vs SERPs The Search Initiative Neural Matching N a t u r a l L a n g u a g e P r o c e s s i n g For example, neural matching helps Google understand that a search for "why does my TV look strange" is related to the concept of "the soap opera effect." The algorithm can then return pages about the soap opera effect, even if the exact words aren't used. • RankBrain helps Google better relate pages to concepts. • Neural matching helps Google better relate words to searches.
45. Rad Paluszak: Content vs SERPs The Search Initiative Neural Matching N a t u r a l L a n g u a g e P r o c e s s i n g
46. Rad Paluszak: Content vs SERPs The Search Initiative Neural Matching N a t u r a l L a n g u a g e P r o c e s s i n g
47. Rad Paluszak: Content vs SERPs The Search Initiative Neural Matching N a t u r a l L a n g u a g e P r o c e s s i n g Google doesn't care about a person. It cares about people.
48. Rad Paluszak: Content vs SERPs The Search Initiative BERT N a t u r a l L a n g u a g e P r o c e s s i n g BERT is Google’s neural network-based technique for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers. It was opened-sourced last year and written about in more detail on the Google AI blog. In short, BERT can help computers understand language a bit more like humans do. Google said BERT helps better understand the nuances and context of words in searches and better match those queries with more relevant results. It is also used for featured snippets.
49. Rad Paluszak: Content vs SERPs The Search Initiative Intent and Sentiment Google Search Quality Evaluator Guidelines
50. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines I n t e n t a n d S e n t i m e n t
51. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines - KNOW I n t e n t a n d S e n t i m e n t
52. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – DO I n t e n t a n d S e n t i m e n t
53. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – DEVICE I n t e n t a n d S e n t i m e n t
54. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – NOT DEVICE I n t e n t a n d S e n t i m e n t
55. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – WEBSITE I n t e n t a n d S e n t i m e n t
56. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
57. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
58. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
59. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
60. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
61. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
62. Rad Paluszak: Content vs SERPs The Search Initiative Search Quality Evaluator Guidelines – VISIT IN PERSON I n t e n t a n d S e n t i m e n t
63. Rad Paluszak: Content vs SERPs The Search Initiative User Sentiment Sentiment in SERPs
64. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers There are currently 4 results on the first page that clearly indicate negative sentiment. But it wasn’t always the case!
65. Rad Paluszak: Content vs SERPs The Search Initiative January 2019 October 2019
66. Rad Paluszak: Content vs SERPs The Search Initiative January 2019 October 2019
67. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers
68. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s
69. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers • There are 6 positions to aim ranking at with positive sentiment.
70. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers • There are 6 positions to aim ranking at with positive sentiment. • There are 4 positions to aim ranking at with negative sentiment.
71. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers • There are 6 positions to aim ranking at with positive sentiment. • There are 4 positions to aim ranking at with negative sentiment. • Google tries to diversify the results by ranking pages showing different sentiment.
72. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers • There are 6 positions to aim ranking at with positive sentiment. • There are 4 positions to aim ranking at with negative sentiment. • Google tries to diversify the results by ranking pages showing different sentiment. • Google WILL TEST the CTR and other signals around the diversification.
73. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s Buy Instagram Followers • There are 6 positions to aim ranking at with positive sentiment. • There are 4 positions to aim ranking at with negative sentiment. • Google tries to diversify the results by ranking pages showing different sentiment. • Google WILL TEST the CTR and other signals around the diversification. • Rank … ekhm … Brain … ekhm … or something … ekhm … Adaptive Algo
74. Rad Paluszak: Content vs SERPs The Search Initiative Sentiment in Search Results S e n t i m e n t i n S E R P s TSLA (Tesla) 1st page results are influenced by the current sentiment towards the brand. The overall sentiment related to entity might also influence how Google perceives the user interests and can potentially reshuffle the search results.
75. Rad Paluszak: Content vs SERPs The Search Initiative September 2018 October 2019
76. Rad Paluszak: Content vs SERPs The Search Initiative October 2019 September 2018
77. Rad Paluszak: Content vs SERPs The Search Initiative It Is NOT Google Who Rank Your Site! It’s Your Competitors Who Rank Your Site! Ted Kubaitis & Rad Paluszak – Chiang Mai SEO 2018
78. Rad Paluszak: Content vs SERPs The Search Initiative User Intent Intent Classification
79. Rad Paluszak: Content vs SERPs The Search Initiative Intent Classification U s e r I n t e n t KNOW DO WEBSITE VISIT KNOW The goal is to find an answer to a question. DO The goal is to download, to buy, to obtain or to be entertained. WEBSITE The goal is to find a specific site or Page. VISIT The goal is to visit-in-person a business or organisation.
80. Rad Paluszak: Content vs SERPs The Search Initiative Know, Do, Website, Visit Classification is . Too Broad
81. Rad Paluszak: Content vs SERPs The Search Initiative Classification (1/9): Research U s e r I n t e n t People also ask Featured snippet/Steps List
82. Rad Paluszak: Content vs SERPs The Search Initiative Classification (2/9): Answer U s e r I n t e n t Instant Answer / in-SERP calculators
83. Rad Paluszak: Content vs SERPs The Search Initiative Classification (2/9): Answer U s e r I n t e n t
84. Rad Paluszak: Content vs SERPs The Search Initiative Classification (3/9): Transactional U s e r I n t e n t Ads Google shopping results
85. Rad Paluszak: Content vs SERPs The Search Initiative Classification (4/9): Local U s e r I n t e n t Map Pack
86. Rad Paluszak: Content vs SERPs The Search Initiative Classification (5/9): Visual U s e r I n t e n t Image Pack
87. Rad Paluszak: Content vs SERPs The Search Initiative Classification (6/9): Video U s e r I n t e n t
88. Rad Paluszak: Content vs SERPs The Search Initiative Classification (7/9): Fresh/News U s e r I n t e n t Top Stories
89. Rad Paluszak: Content vs SERPs The Search Initiative Classification (8/9): Branded U s e r I n t e n t Large Site Links Often Only 7 Results on Page 1 One Site (Brand) Owns The Entire Page 1
90. Rad Paluszak: Content vs SERPs The Search Initiative Classification (9/9): Mixed U s e r I n t e n t
91. Rad Paluszak: Content vs SERPs The Search Initiative Classification (9/9): Mixed U s e r I n t e n t
92. 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/
93. Rad Paluszak: Content vs SERPs The Search Initiative U s e r I n t e n t
94. Rad Paluszak: Content vs SERPs The Search Initiative SERP analysis shows predicted user intent U s e r I n t e n t • 9 out of 10 results are Research Intent • There are no strictly transactional results • Do you stand a chance to rank a transactional page?
95. Rad Paluszak: Content vs SERPs The Search Initiative SERP analysis shows predicted user intent U s e r I n t e n t • 9 out of 10 results are Research Intent • There are no strictly transactional results • Do you stand a chance to rank a transactional page?
96. Rad Paluszak: Content vs SERPs The Search Initiative https://www.workspace.co.uk/co-working
97. Rad Paluszak: Content vs SERPs The Search Initiative U s e r I n t e n t
98. Rad Paluszak: Content vs SERPs The Search Initiative • 9 out of 11* (Maps Included) Transactional Intent • This is where we should target transactional page SERP analysis shows preferred user intent U s e r I n t e n t
99. Rad Paluszak: Content vs SERPs The Search Initiative • 9 out of 11* (Maps Included) Transactional Intent • This is where we should target transactional page SERP analysis shows preferred user intent U s e r I n t e n t
100. Rad Paluszak: Content vs SERPs The Search Initiative https://www.workspace.co.uk/type-of-space/office-space
101. Rad Paluszak: Content vs SERPs The Search Initiative What’s it got to do with what I do? 1. Every search has some intent behind it. 2. Google tries to predict and adjust the results to the user intent. Intent in Google’s world is the relevance. 3. Optimising for the dominant user intent gives you a better chance to rank. 4. Better intent satisfaction will influence the CTR, engagement and conversions. $$$ - remember? U s e r I n t e n t
102. Rad Paluszak: Content vs SERPs The Search Initiative User Intent Intent Discovery
103. Rad Paluszak: Content vs SERPs The Search Initiative Method 1: SERP features analysis U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
104. Rad Paluszak: Content vs SERPs The Search Initiative Method 1: SERP features analysis U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
105. Rad Paluszak: Content vs SERPs The Search Initiative Method 2: People Also Ask Analysis U s e r I n t e n t • Contents of “People also ask” can suggest the predicted user intent. • It’s more difficult than just finding the “action” words (rent, offer, etc). • Do not ever scrape FAQ schema ;)
106. Rad Paluszak: Content vs SERPs The Search Initiative Method 2: People Also Ask Analysis U s e r I n t e n t • Contents of “People also ask” can suggest the predicted user intent. • It’s more difficult than just finding the “action” words (rent, offer, etc). • Do not ever scrape FAQ schema ;) Transactional Research
107. Rad Paluszak: Content vs SERPs The Search Initiative Method 2: People Also Ask Analysis U s e r I n t e n t https://www.searchenginejournal.com/automated-intent-classification-using-deep-learning/311309/
108. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t • Create your own custom search engine at cse.google.com • Pull 100 results from your intended query (or your main competitors) • Add them to CSE https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
109. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
110. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
111. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
112. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
113. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results 10 Affiliate SEO Course
115. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results 10 12
116. Rad Paluszak: Content vs SERPs The Search Initiative Method 3: Google Custom Search Engine (CSE) U s e r I n t e n t What’s different between CSE and a live SERP? • Your page ranks higher in Custom Search Engine and lower than Live = There’s a technical onsite issue or weak authority! • Your page ranks lower in CSE and higher in Live = Poor Relevance/Topicality. • CSE can also reveal words/terms that suggest the predicted search intent. • CSE has API! https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
117. Rad Paluszak: Content vs SERPs The Search Initiative Method 4: Scrape SERPs U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
118. Rad Paluszak: Content vs SERPs The Search Initiative https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
119. Rad Paluszak: Content vs SERPs The Search Initiative Method 4: Scrape SERPs U s e r I n t e n t https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
120. Rad Paluszak: Content vs SERPs The Search Initiative Method 4: Scrape SERPs U s e r I n t e n t Element XPath URL //*[@class="r"]/a Page Title //*[@class="r"]/a/h3 Meta Description //*[@class="s"]/div/span https://www.slideshare.net/SearchLeeds/searchleeds-2019-rory-truesdale-intent-optimisation-why-it-matters-and-how-it-can-improve-your-seo-results
121. Rad Paluszak: Content vs SERPs The Search Initiative Method 4: Scrape SERPs U s e r I n t e n t Potential Issues: • You get Captchas because Google detects automated query. • You’ll have to set a custom user agent (Chrome Desktop) or change XPath. • Switch to the Javascript crawler.
122. Rad Paluszak: Content vs SERPs The Search Initiative SERP Intent Discovery U s e r I n t e n t • Try to analyse the SERP Language. Have predicted and dominating intent in mind.
123. Rad Paluszak: Content vs SERPs The Search Initiative SERP Intent Discovery U s e r I n t e n t • Try to analyse the SERP Language. Have predicted and dominating intent in mind. • Scraping page titles and selected descriptions allows you to better optimise your meta tags. Think what users really want.
124. Rad Paluszak: Content vs SERPs The Search Initiative SERP Intent Discovery U s e r I n t e n t • Try to analyse the SERP Language. Have predicted and dominating intent in mind. • Scraping page titles and selected descriptions allows you to better optimise your meta tags. Think what users really want. • Having all the SERP snippets also helps to create silos or topical clusters.
125. Rad Paluszak: Content vs SERPs The Search Initiative SERP Intent Discovery U s e r I n t e n t • Try to analyse the SERP Language. Have predicted and dominating intent in mind. • Scraping page titles and selected descriptions allows you to better optimise your meta tags. Think what users really want. • Having all the SERP snippets also helps to create silos or topical clusters. • Go beyond on-page content optimisation – optimise your page for semantic relevance, intent and desire.
126. Rad Paluszak: Content vs SERPs The Search Initiative +9% +32%
127. Rad Paluszak: Content vs SERPs The Search Initiative User Intent Latent Intent
128. Rad Paluszak: Content vs SERPs The Search Initiative Around Xmas, Black Friday and other festive seasons, the results change aiming at buying intent and positive sentiment.
129. Rad Paluszak: Content vs SERPs The Search Initiative
130. Rad Paluszak: Content vs SERPs The Search Initiative ‘black game console’ Nov 2018 U s e r I n t e n t
131. Rad Paluszak: Content vs SERPs The Search Initiative ‘black game console’ Oct 2019 U s e r I n t e n t
132. Rad Paluszak: Content vs SERPs The Search Initiative Latent Intent U s e r I n t e n t • Optimising for Latent Intent is Difficult and niche- specific.
133. Rad Paluszak: Content vs SERPs The Search Initiative Latent Intent U s e r I n t e n t • Optimising for Latent Intent is Difficult and niche- specific. • Guessing the future interest or desire of your users can be backed up by data and trends …
134. Rad Paluszak: Content vs SERPs The Search Initiative Latent Intent U s e r I n t e n t • Optimising for Latent Intent is Difficult and niche- specific. • Guessing the future interest or desire of your users can be backed up by data and trends … BUT it’s still guessing ;)
135. Rad Paluszak: Content vs SERPs The Search Initiative Latent Intent U s e r I n t e n t • Optimising for Latent Intent is Difficult and niche- specific. • Guessing the future interest or desire of your users can be backed up by data and trends … BUT it’s still guessing ;) • There are people with strong case studies around Latent Intent (see Raynernomics) but it’s still more of a PoC than a solid, scalable strategy. Keep an eye, tho!
136. Rad Paluszak: Content vs SERPs The Search Initiative Thank You!