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Search Intent | Content type

Search Intent | Content type

Offer help, advice, and assistance
Consumers are using Google as a discovery engine. You need to offer them help, advice, and assistance, instead of trying to immediately sell your products and services.

Give them the answers they are looking for, and as quickly as possible. Brands that can do this will succeed in the long term as brand affinity can impact the CTR (Click Through Rate) 2 or 3 times more.


Source: Wordstream 

If you understand the users’ intent of search, you can create the right content type and influence them by delivering your desired message.

Analyse what content appears in SERP (Search Engine Results Page)
A search for ‘what is trading’ shows these results:
Videos.
PAA (People also ask).
Educational websites. 

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.

There are Google ADS, but only at the bottom of the page.

Based on the SERP results, create your campaigns, ad copy, landing pages and CTA (Call to action) to match the users’ Search Intent.

Best practices
To show the right content type, look for the most dominant content type in the search results and then align your content with it.

Content Type

Optimisation

Analyse what content appears in SERP (Search Engine Results Page)



Based on the SERP results, create your campaigns, ad copy, landing pages and CTA (Call to action) to match the users’ Search Intent

Look for the most dominant content type in the search results and then align your content with it






Extract from my Book ‘Making Google Ads Work’

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