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Search Intent | Content format

Search Intent | Content format

Common formats
Content format mostly applies to information and commercial research queries.

Common formats are: Step-by-step tutorials, how-to guides, opinion pieces, reviews, and comparisons.

A search for ‘how to do trading online’ shows these results:
Google ADS.



Featured Snippets.

PAA (People also ask).
A step-by-step tutorial and an “how to” guide.
Videos.


Note: results may vary. The main reasons for users getting varying results in Google are location, personalisation and algorithm variations. Google’s aim is to deliver the most accurate and relevant results for each individual search engine user, so the variations are entirely intentional.

Best practices
To show the right content format, look for the most dominant content format in the search results and follow the trend. If most results are step-by-step tutorials and guides, create the same content format.

Content Format

Optimisation

Common formats are:

Step-by-step tutorials

How-to guides

Opinion pieces

Reviews

Comparisons

Look for the most dominant content format in the search results and follow the trend


If most results are step-by-step tutorials and guides, create the same content format



Extract from my Book ‘Making Google Ads Work’.

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