This document discusses how to identify search intent by analyzing search queries. It recommends starting with the query semantics, verbs, nouns and prefixes/suffixes to understand meaning. Syntax should also be checked. Intent can be implied by organic results, ads, search features and mode/location of search. Identifying intent involves understanding the user's situation and monitoring snippets, modifiers and analytics to track changes over time. Dissecting queries and understanding context are important for determining informational, commercial, transactional or local intent.

1. Anna Corbett
BASE CREATIVE
How to identify search intent
@annaappenzeller
http://www.slideshare.net/AnnaCorbett4

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How to identify search intent

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Start with the query

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Semantics in search

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Short queries leave a lot to
interpretation

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We have the edge over
search engines

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Can cats stand
Standing cat
vs

9. Credit: https://www.youtube.com/watch?v=MVV_HXtEbLo

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Identify the meaning of nouns

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Do kittens dream of electric mice

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What do verbs imply?

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Do all cats love mice

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Look for meaningful
prefixes and suffixes

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Dreaming kittens

16. Credit: https://wall.alphacoders.com/big.php?i=699794

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Check the syntax

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Cats love
Love cats
vs

19. Credit: https://www.pinterest.co.uk/pin/40039884158737987/

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Search syntax is becoming more
meaningful

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We need to understand
user journeys in search

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Intent modifiers

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Intent types
Informational, Commercial,
Transactional, Local

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Intent is not a label
It is meaning

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Why do cats fart in your face

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Best cat food for gassy cats

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Buy cat perfume online

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Cat toilet near me

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Informational
Why, what, how, who, can you,
list of

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Commercial
Best, compare, reviews, shop,
online

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Transactional
Buy, vouchers, cheap, cost of

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Local
Near me, local, actual places

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Your data = unique intent modifiers

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Intent modifiers work at scale

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Don’t miss the subtleties of queries

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Use Google*
*other search engines are available

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Implied intent by organic results

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Intent #1
Intent #2
Intent #3

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What stories
are SERPs telling you?

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Understand
the competitive landscape

45. Credit: https://www.pinterest.com/pin/448530444111699025/

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Implied intent by ads

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Ads mean there’s money to be made

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Intent #1
Intent #2
Intent #3

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Ads = Quality

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Run your own intent test campaign

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Implied intent by search features

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“Video is a pivotal tool for
decision-making when it
comes to commercial intent.”
— STAT

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Monitor those snippets
to track changes in intent

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Identify the one hit wonders

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Understand the situation of the
searcher

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Intent by mode of search

70. Credit: https://www.turn-on.de/tech/topliste/google-home-diese-8-lustigen-tiervideos-musst-du-gesehen-haben-313457

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Voice and mobile imply immediacy

72. Credit: https://blazepress.com/2015/10/27-cats-that-dont-understand-what-personal-space-is/

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Desktop implies research & planning

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Location implies intent

75. Credit: https://www.dogsfirst.ie/raw-faq/what-do-cats-eat/

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Location can change
the meaning of a query

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“Chips” “Chips”
Credit: http://lifepalette.com/funny-friday-pug-french-fries/, @rsislandcrafts / Instagram

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How to identify mode and location
of search

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Identify mode and location
- Semantics of the query
- Intent modifiers
- Analytics, Search Console & Trends
- Keyword research tools

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Dissect search queries

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Google implies intent in SERP

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Understand context

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bit.ly/identify-intent