Keyword-Recherche Teil 1: Die Suchintention analysieren – 1.2. SEO-Kurs von Ahrefs
Hey, I'm Sam Oh, and welcome to
lesson two on search intent. We talked about this in SEO Basics in
Lesson One, but I wanted to dig deeper into what it is and what it
might look like in practice. Mainly because the rankings
look bad if you can't serve the search intent of a keyword. So as I said: the search intention is the
actual motive behind a search query. And meeting search intent is an absolute
must if you want to show search engines that your pages are achieving their goal of showing the
most relevant results for a keyword. It might sound like you're
primarily serving Google, but the real question is, what
kind of content can you please users with? Identifying the search intent
is often quite easy. All you have to do is
google the keyword you want to rank for and then analyze the top-ranking pages. From the ranking pages you can
read relatively precisely how Google assesses the search intention, because Google probably understands
best what users want to see.
OK, "analyze" sounds a bit pompous,
but we have a simple 3-part formula for it. The so-called 3 C's of search intention. The first C is the content type. The content type can usually be categorized as a
blog article, video, product, category or landing page. For example, search results for the
keyword "best golf shoes" consist mostly of blog articles. The second C is the content format. And that applies mostly to blog articles
and landing pages. Typical blog formats you'll see frequently
are how-tos, step-by-step tutorials, lists, and opinion pieces. And for landing pages, that could be
something like a tool or a calculator. In our "best golf shoes" example,
most of the top-ranking pages seem to be listing articles, which makes sense since the word "best"
implies that a comparison is needed. C number three is the content focus,
which usually describes the added value. This is sort of the hook and reason
someone clicks and reads your content. For "best golf shoes" the focus is on the
topicality of all articles, which you can see from the fact that the current year is mentioned in the page titles
.
In my opinion, this is the least important
and often the ranking pages differ the most here. Well, that was an example of
the search intent of a keyword. Let's look at a few more
to get the concept in. For example, what about the keyword
"how to swing a golf club"? The dominant type of content here is
clearly blog articles. But you should also notice that a YouTube
video ranks ahead of blog articles. From this we can conclude that both
an article and a video could be worthwhile, which could even rank twice. And as a content format,
how-tos are definitely in demand here. And since the topic lends itself to explaining the process
step-by-step, that would probably be the approach I would take. We can confirm this by
visiting a few of the ranking sites.
As for the content focus,
"for beginners" or "easy" seems to be the right way to approach the topic. Our second example
is the keyword "golf clubs". Only
category pages from online shops can be seen here in the search results. From this we can deduce that people who are
looking for it are probably in shopping mode. Since the content format differs primarily for articles
and landing pages, we don't have to evaluate it further here for the e-commerce category pages
.
And the content focus seems to be primarily
geared towards offers, i.e. "save money when buying a racket". OK, now as a last
example a keyword like "golf bags". In the search results,
we see a slightly different picture here. We have mixed SERPs here. The content type of the top-ranking
page is an online store category. After that, a few blog articles rank
about the best golf bags. An outlier here is the article
"how to buy golf bags". And in the lower half of the results
page, a few shop categories rank again. what do we do with it Well, in order to be able to make a sensible decision
, we still have to work out a few basics.
We will therefore come back to this example later. By now you should have a
general understanding of search intent, and tomorrow we'll have our next video where we'll discuss the first step in the
keyword research process: generating keyword ideas. So subscribe to us quickly so you
don't miss it. And in case you watch this video sometime later
, we've probably already linked the whole course in the description below. So, until the next lesson!.
