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How to Predict Search Intent and Seasonality

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How to Predict Search Intent and Seasonality https://www.studiohawk.com.au/ How to Predict Search Intent and Seasonality Search Intent Whitepaper by Jacob King Stanley Search intent and seasonality are both critical to SEO. This whitepaper explains how to predict search intent and optimise for seasonality. https://www.studiohawk.com.au/ 1 CONTENTS What is search intent in SEO? What is seasonality in Search Engine Optimisation? How to use Google Trends for SEO How to optimise for seasonality Why it’s important to keep up with SERP updates Building a search intent keyword list Case Study: Google in the time of Coronavirus What is SERP Sentiment? Online reputation management What is latent search intent? Final thoughts https://www.studiohawk.com.au/ 2 What is search intent in SEO? Today we’re deep diving into two of the most exciting topics in SEO: search intent and seasonality. Understanding both of these concepts is key to improving your SEO and digital marketing. We’ll cover off what you need to know to get your seasonal SEO campaigns singing, and provide an in-depth look into search intent, the thing that drives every Google search and has shaped search engines into the incredible tools they are today. Let’s get to it. Search intent is the thought process behind a search. It’s sometimes known as the ‘Google ​ moment’. Why is this person opening up their search engine? Perhaps they’re searching for the answer to a specific question, or they’re looking to purchase a product, or they want to get somewhere. So, what are the different kinds of search intent? The most common types of search intent Informational search intent An informational search seeks to answer a query. Informational searches are commonly categorised as ‘top of funnel’, meaning the searcher is learning about the topic and is not looking to purchase. Here are some informational search intent examples: ● “Coronavirus” ● “Kim Kardashian net worth” ● “AFL scores” ● “Directions to Fitzroy” https://www.studiohawk.com.au/ 3 Investigative search intent An investigative search is initiated to compare multiple options with the intent of making a commercial decision, based on links found on the search engine results page (SERP). This searcher is seeking to compare prices, reviews, or ratings that will move them closer to making their decision. Investigative searches can be classified as middle of the funnel – this person is reviewing options before making a final decision. Here are some examples of investigative search intents: ● “Best SEO agency Melbourne” ● “Top 10 activities Sydney” ● “Cheapest car insurance” Transactional search intent Transactional searches are made with the specific intent to make a purchase. Brand and product names with modifiers like “buy online” and “for sale” are common transactional searches. Transactional searches are usually bottom of the funnel—this searcher is ready to purchase. Here are some examples of transactional search intent examples: ● “Buy hand sanitiser online” ● “Ebay discount code” ● “Guitar for sale” https://www.studiohawk.com.au/ 4 Navigational search intent A navigational search is trying to navigate to a specific website or webpage. This searcher is using the search engine in place of typing out a URL. Navigational searches are typically short-tail and include a branded keyword. Here are some navigational search intent examples: ● “StudioHawk blog” ● “Gmail” ● “Forbes 30 under 30” Local search intent / travel search intent These are informational searches with a geographical focus. With more and more searches happening on mobile devices, many people conduct informational searches based on their current location (a localised search intent). Think walking directions from one point to another, or finding out what the best options are for a meal in a specific location. A good example is the “near me” search modifier; “near me” searches have grown exponentially since 2015. ​ ​ Examples of local search intents include: ● “Lunch near me” ● “Walking directions to Collins Street” ● “Closest petrol station” Summary Understanding search intent allows us to better optimise our SEO execution. Billions of Google searches take place every day, and the majority of them can be attributed to one of the search intents we’ve described above. It’s the job of the search engine to infer the intent of each and every search. And it’s our job as SEO experts to keep up with Google’s search intent inferences, and the resulting SERPs. We’ll expand on that later. Next, let’s dig into seasonality. Specifically, we want to understand how seasonality affects search intent, and thus the SERPs. https://www.studiohawk.com.au/ 5 What is seasonality in Search Engine Optimisation? Seasonality in SEO refers to the fluctuations in search volumes for keywords and topics over time. As the name suggests, seasonality is affected by seasonal change, but it is also affected by other things, including time-based factors like annual holidays, or the time of day a search takes place. Other seasonal factors may be event-based, like the COVID-19 pandemic, elections, or large sporting events. Valentine’s Day brings huge spikes in searches for florists and chocolates, while December sees a surge in “gift ideas” searches in the lead up to Christmas. Google’s autocomplete suggestions are often the first place a searcher will notice, and possibly look for, seasonal changes to results. A search beginning with ‘e’ will more likely complete to “easter” in March or April than at other times of year, and thus search volumes for easter-centric queries may increase based on autosuggest. In the same way, a search performed for “hay fever” in Spring (the peak hay fever season, when demand for hay fever remedies is at its highest) might yield a different SERP to one in winter, when hay fever is not a common issue. Ecommerce sites in particular may experience rapid changes to rankings based on seasonal change. Our work has also shown that that commercial, high-volume keywords can cause a page to jump to the top of the rankings, only to drop out again just days later. JR Oaks from Locomotive ​ https://www.studiohawk.com.au/ 6 Agency shared a great example of this in July 2018. That’s because Google’s algorithm knows that search intent is affected by seasonality, ​ particularly since the introduction of Rankbrain data as a key ranking factor. ​ If you run an ecommerce store, if possible, look at seasonal data from previous years in Google Analytics. If you don’t have a full 12-24 months of data, you can get good data by using SEO tools like Ahrefs and SEMrush to analyse your competitors’ data and figure out when your ​ ​ ​ ​ business needs to prepare for a peak or trough. Summary Understanding how seasonality affects search intent and search volume is critical to capturing more organic traffic and positioning your content in the right place at the right time. Use your SEO toolkit or speak to one of our experts to set up a plan to stay on top of seasonal changes ​ ​ and ensure you’re set up for success when search intents shift. https://www.studiohawk.com.au/ 7 How to use Google Trends for SEO A whitepaper on seasonality wouldn’t be complete without covering the seasonal powerhouse, Google Trends. Trends is one of our favourite tools for performing market research, and ​ generating and validating ideas. With its simple interface, we like to use Google Trends to get the big picture with search trends, before going more granular with keyword tools like SEMrush and Ahrefs. The Google Trends UI is visually bold and engaging, making it a great place to hang out and find inspiration. So, how do you best use Google Trends for SEO? Here are a few of our favourite methods. Seasonality and Google Trends As the name suggests, Google Trends is a powerful tool for analysing seasonal search trends. For eCommerce clients, it’s especially important to know when your annual peaks and troughs in traffic are, because they’re often directly tied to your revenue. By default, Google Trends sets the date range to the ‘past 12 months’, but to get a better view of annual highs and lows, we suggest choosing ‘past 5 years’, or even ‘2004-present’. Zooming out like this provides a much clearer picture of annual peaks, and also has the added benefit of showing you when one-off peaks occur. Because if you were to check search volumes in a tight date range, it can be easy to fall into the trap of targeting keywords that have been extremely popular at one time, but are now trending downwards. Find timely content ideas with Trending Searches We suggest using Google Trends to inform your content strategy and to assist in populating your content calendar. And if you need to find hot content ideas for your blog or a media client, https://www.studiohawk.com.au/ 8 the Trending Search panel is a great place to start. Here, you can see a daily breakdown of trending topics and filter by location, or check the realtime panel and filter the data by category and location. The realtime panel also shows you a handy 24hr trend line that’s great for seeing which way interest in a topic is going at a glance. When it comes to trend lines, remember—up and to the right will see you right! Location, location, location Use the location feature to ensure you’re checking relevant market data. If you have international clients or a globalised business, make sure you check seasonal changes in each of your relevant locations to ensure that you’re targeting the right keywords. For example, even if it’s cold outside where you are, you don’t want to be writing content about “best winter coats” for a client in the USA if they’re in the middle of the northern hemisphere summer! Check search volumes across multiple platforms and categories You can check trend data for the following search types in Google Trends: ● Web Search ● Image Search ● Google Shopping ● Youtube Search You can also filter by popular categories, including business and industrial, sports, health and real estate.
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