I spoke at Optimisey in Cambridge about how we need to understand our audiences better by understanding their intent and making sure our content matches it.

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Anna Corbett
@annaappenzeller

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What a dick.

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An introduction to
search intent

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Stop thinking you know best

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How to identify search intent

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Search intent is
meaning

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Intent types
Informational, Commercial,
Transactional, Local

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Semantics in search

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Start with the query

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London Olympics

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Forget about rankings

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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

16. 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

23. 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

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

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Use related searches
to form a bigger picture

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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

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Write this stuff down

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Create intent specific
content

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bit.ly/anna-optimisey