Transcript
Hi guys, and welcome to another edition of Zupo SEO Talk and Tea.
Today's conversation are the different intents of Search Engine Results. So those can be commercial, informational and locations geographic based. so those are the three commercial, informational and commercial. And so the reason why this is important is because I think a lot of people when they think of SEO and Google, they think of it very high level of there's 10 results on the first page and we need to get more than 10. Google has become a little bit more sophisticated in the sense that there's a little bit more nuance to that and today we're going to go into why it is more nuanced and how the intent affects that. But before we jump in, I do want to introduce the tea today, today we have the Sencha which is a tea that tastes... I think there's maybe two basic little way to explain it but it tastes like seaweed. It tends to taste like a liquid form of seaweed which I know is a terrible way of explaining it but I don't know.
It's a green tea that tastes very seaweed heavy and so this again was gifted to me by my girlfriend on my birthday. She gave me this box and a whole other set of boxes that had different teas that I could taste everything. Unfortunately, this is not one that I particularly enjoyed the first time but we're giving another shot. So let's go ahead and get brewing and we're going to talk about intent. This is a heavy conversation so I'm going to just jump right on in, when it comes to intent what you... It's obvious when it is pointed out but it's not obvious we don't think about it. So what I mean specifically is if you Google something, let's say pepperoni pizza or not even pepperoni let's just say pizza. If you Google it what often happens when you search that, what might happen to just see local results which are the Google my business listings, which is that map with the three businesses that show up, right?
If that shows up that's the locality or geographic intent and that's something that we mentioned that's one of the three. And we've talked very extensively about that other videos, if Google is showing... My tea is not pouring, hold on, oh, this going to take a while. Anyways, if Google is showing a Google Maps or any of those Google Map Pack where the map shows in three businesses obviously there's local intent. In addition, if the organic listings that are returning tend to be all websites of businesses that have addresses in your local area, it's most likely local intent and how Google determines that is they treat some searches that in the sense that, okay, we know that if someone's searching for this they probably are in the local area, they want to find a business that's in the local area and they want to do business with that one. So we're going to return local business results, now is when we talked a little bit more extensively about. The other two are commercial and informational.
So commercial is one that we are very familiar with so let's start there. Commercial is for example, if you were to type in something like... What's a good example, let's say you want to buy a... What are these called? I already forgot, it's a kettle, we want to purchase a kettle because you wanted to be just like us and brew your own tea with a slick looking kettle. Well, in that case you could type you in kettle what will probably happen is you will see results like Amazon, different companies that manufacture kettles and so on and so forth. And when you click on those results they will return webpages and websites that have eCommerce product listing. So you can actually see the product, you can see it's ratings and its price and you can actually add it to your cart on buy it.
Those are very specifically commercial intent and that doesn't necessarily need to be specifically you need to have a cart. For example, if you offer services like consulting, if you navigate to a page and you're looking for a services and it pops up and says, "Hey, we offer this service, please fill out this form and we'll be in contact with you." That's also considered commercial where and how you can definitely tell is if the page looks like a product or service page or sometimes what people call sales pages, it's where if you were interested you would sign up. That's a sales commercial intent page.
And then lastly is informational. Informational is sites like Wikipedia or any blog pieces that come up. If you're singing Google search results so blog posts that appears or Wikipedia result that appears you can tell it's informational because if you go that Wikipedia posts, there's nothing really to buy and there's nothing really to engage with you really just going to be reading information. And I guess you could navigate to their home page but really the intent of Google or turning that result is for you to read something, right? So, that's what's going to look like is generally there's locality, so if the locality might be like, "Hey, we're trying to get results." Second might be commercial. Hey, these are service of product pages or you can actually sign up or buy. And then third is again informational. If they're returning a blog post or some article and this can be publications or actual company blogs. So generally why this is important that was when you're trying a link for something, let's go back to this kettle version, right?
And you're trying a link for kettle and you Google kettles and I have not done this yet so I'm purely guessing and you don't see a Google Map Pack, you don't see any local businesses pop up, you could ask out that is not a local intent search. But what you do see is that the first couple of listings have a commercial intent that you can go and buy the product. You can see different kettles and buy them. And then the second you might see how do you use a kettle article or what is a kettle article or what is the best kettle article these are informational. And so let's say if you looked at the Google search result, five of the search results you could buy, you could go on that website and buy that kettle. And the other five were some variation of what is a kettle, what are the best kettles, how to use a kettle and those are the five and five.
If you're trying to rate your website for commercial intent like I want to sell a kettle and drive traffic to my product page. You really only have those five spots because Google is slotting five spots for commercial intent and is slotting five spots for informational. So what might actually be your best strategy is designate one informational piece on your website and designate one product page on your site. And you're going to go to a two pronged attack. You're going to go for the five commercial spots and five informational spots. And you can get one on both of them you would have two on top 10, a lot of people how they think of it is that there's only 10 and I'm going to get my product page up there. But the difference is Google has roster, the best I can explain is they are like a roster spots.
And each of the spots are assigned to someone. Those will change every so often but generally what we do is follow the pattern that there's five and five commercial and informational. Then we really know that for our product page there's five spots. And for the information there is five spots, it isn't something where all the 10 spots are up for grabs for that commercial one, you have to play in the intent. And if there's a little [inaudible 00:06:58] involved with it then it adds another complexity like do you even have a location in the local area to your rank? I so why this is important is because when you're scoping out opportunities I think a lot of people just look the first page see who's there but they don't add the intent side and if you don't add the intense side you will be moving forward underestimating the competition.
A lot of people think there's 10 spots but sometimes there's only three commercial spots but there's sometimes only five commercial spots and you're really competing on a lower scale. So what you've got to do when you're researching your competition or search results is look at the search results and see what the slots are. So you have a general idea of how many spots are available and who your real competitors are. So a last example I want to use is if you're trying to go for commercial you really shouldn't be looking too much at the informational ones because they're software informational. Therefore, their SEO metrics aren't as important because you're trying to go for the commercial side and vice versa. If you're going more for informational you don't truly need to look at the commercial ones that much because you're not competing in their slots. So hopefully you can use it in your own research and have a better understanding of what's going on in your keyword groups you're going for.
But hopefully you found that valuable after this video having difficulty pulling this out it's clumped up in a teapot and it was difficult pouring it out. I'm actually going to start pouring this and enjoy it but if you guys found this video valuable and you liked it, please like and subscribe and I hope to see you guys again soon. Thanks everybody.