We're talking about SERP intent now...

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2. WHAT YOU’LL
LEARN
An overview...
● Why you need to reframe how you
classify “intent”
The industry is stuck on a classification of
“search intent” that hasn’t been updated in
almost a decade.
● The missing piece to your SEO +
content performance
How to use this tactic to create content that
RANKS
● How to take this concept and apply it
at scale to your content (and client)
campaigns
Over the shoulder action of how I use this
method in client campaigns using our
integrated template systems

3. The “5 Phases” of an SEO Campaign
PHASE 1
LEARNING
Breaking down our evergreen approach
PHASE 2
IMPROVING
PHASE 3
BUILDING
PHASE 4
PROMOTING
PHASE 5
EVALUATING

4. The “5 Phases” of an SEO Campaign
PHASE 1
LEARNING
Breaking down our evergreen approach
PHASE 2
IMPROVING
PHASE 3
BUILDING
PHASE 4
PROMOTING
PHASE 5
EVALUATING

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These are advanced
concepts...

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Keyword
intent?

7. Informational
Transactional
Investigational
1
2
3

8. Consideration
4. Awareness
3. Discover
2. Consider
1. Customer

9. Keyword intent?
● Keyword intent = a method to tag and
classify keywords (for mapping and
organization).
Why does this matter?
● Helps us understand what a searcher is
seeking
● Helps us map out content type (i.e.
product page vs blog post)
● Helps us organize and prioritize our
plan of attack (i.e. bottom funnel vs top
funnel pages)

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This is
NOT
enough

11. https://www.clearscope.io/

12. “How to get rid of pimples”
● Keyword intent is top funnel,
informational.
● Keyword intent would inform us to
create a blog post or guide.
● If we stop there, we will never rank

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Enter…
SERP Intent

14. SERP intent?
● SERP intent = a method to build content
based on what Google is telling us users
want to see for a given keyword search
Why does this matter?
● Helps us understand what a searcher is
really seeking, topically
● Helps us refine our keyword and
content targeting
● Helps us understand the exact type of
content we need to create

15. “How to get rid of pimples”
● Keyword intent is top funnel,
informational.
● Keyword intent would inform us to
create a blog post or guide.
● SERP intent tells us how to target that
blog post specifically for what Google
wants to rank, based on user behavior.
● SERP intent tells us to modify our
keyword targeting to make it about
FAST, aka altering the topic targeted
making it non generic and specific.

16. “Cheap protein powder”
● Keyword intent is bottom / top hybrid.
● SERP intent tells us intent is mixed between big
brands offering cheap protein and “roundup”
articles reviewing “best” proteins
● If we want visibility for a keyword like this, we
have to understand who the website is and
what we want to go after
● Big authoritative retailer would want to
launch a category / product page directed
towards cheap protein
● Small vendor would want to create a
“best of” roundup style article

17. “How to build a podcast”
● Keyword intent is top, informational
● SERP intent tells us people are looking for
information on how to START a podcast, so we’d
want to explore those keywords (if that’s a route
that maps to the client)
● Or, could map it to how to build / promote a
podcast
● How to start is a focused SERP, detailed
how to guide or hub article
● How to build audience is a mixed result,
would likely want to create a roundup
article of growth tactics

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Let’s put this
into practice

20. Count the SERPs
● In the notes section, record a count of
what’s happening
● Focus or mixed?
● Being specific here will help us dictate
the type of content we’ll need to create
to get visibility here (more in the next
videos)
● Focused, use what’s there
● Mixed, use your arsenal

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https://theblueprint.training/trainings/content-marketing/