Did you know that one or two extra words in a search query can affect the type or types of SERP feature Google shows in its results?

The team at getstat.com recently posted an article titled How SERP Features Respond to Search Intent Modifiers which shows that swapping search intent modifiers can result in dramatic changes to Google SERPs features.

Before we take a closer look at STAT’s search intent data, let’s first define what we mean by search intent modifier.

What is Search Intent?

A basic search intent definition (also referred to search query intent) is determining what a searcher is most likely looking for when they type in a “keyword search” into Google. Often, they will use a search intent modifier to indicate their intent. For example, “buy” to indicate they want to make a purchase or “best” to indicate they want to compare products/service.

Some basic types of search engine user intent including:

  • Informational Intent Based Search – the searcher is looking to gain new knowledge on a topic.
    Search Modifier Examples: how to, what is, how big
  • Commercial Intent Based Search – the searcher is looking to gain more information before purchasing an item (ex. reviews, prices, warranties, etc.)
    Search Modifier Examples: best, compare, top
  • Transactional Intent Based Search – the searcher is ready to make a purchase.
    Search Modifier Examples: buy, coupon, price
  • Local Intent Based Search – the searcher is looking for something specific to their neighborhood or city.
    Search Modifier Examples: near me, close by, specific city names

STAT examined the 20 top SERP results (minus organics) for various search modifiers and compiled the numbers into extremely useful percentage points. For the purposes of this article, we have listed the top three types of SERP features based on their percentage in relation to the number of searches analyzed.

Search modifiers categorized by search intent were used to search on mobile devices in the US. The results provide some useful data for pursuing intent based search engine marketing and optimization. Let’s have a look.

1. SERP Features Triggered by Informational Search Intent Modifiers

No modifiers were used for informational searches, but the results are still interesting. News results came in a surprising 3rd, but given the keyword was found in the article title, this isn’t overwhelmingly unusual.

2. SERP Features Triggered by Commercial Search Intent Modifiers

The most common Commercial keyword modifiers for search intent purposes are found in the table below. I’ve selected the top 3 features for each modifier to highlight those with the most beneficial payoff.

Shopping Boxes led the entire Commercial intent category with the exception of the Compare modifier. What I found somewhat interesting is that Shopping snippets has substantial exposure for the modifiers “Deals” at 85.99% and “Used” at 74.92%.

STATS zeroed in on the potential of Featured Snippets (lists) for keyword modifiers “Best” and “Top”. These percentages are comparatively low and either Google is reluctant to present more of them in SERPs or there simply aren’t enough suitable Featured Snippets (lists) to present. This could be a golden opportunity for strategists focussing on such snippets.

3. SERP Features Triggered by Transactional Search Intent Modifiers

The most common Transactional modifiers for search intent purposes can be found in the table below. As with the Commercial modifiers, I’ve selected the top 3 SERP features found in the results using the modifier to highlight those with the best potential yield.

As STAT indicates, people want to quickly determine how much an item is going to cost – and likely search for the most affordable option. Google seems to feel that Featured Snippets (paragraphs) are an effective way to present this information for the Cost and Price modifiers.

What surprised me is that images were presented to such a large degree where the Price modifier was concerned. One would think at this stage of intent that numbers would supersede images.

4. SERP Features Triggered by Local Search Intent Modifiers

Because STAT only used Chicago and Dallas as local modifiers, there were few results. We see that Shopping, Places, and Images are the most popular type of SERP Feature.

We recommend that you do various searches with local intent for your own city. Search for local businesses, upcoming events, organizations, and so on in your area and see what type of results are shown.

Key Takeaways: Search Intent Optimization –  Planning Modifiers for Your SEO

  1. Examine the results of STAT’s research by focussing on Google’s propensity to post some SERP features above others for specific modifiers that were used. For example:
  • What modifiers do you think searchers could use when looking for your business and what SERP features are shown for those?
  • What modifiers show up in your Google Search Console Search Analytics reports and what SERP features are shown for those?
  1. You likely want to target Commercial, Transactional, and Local modifiers in your SEO Strategy. Be sure that you understand How Featured Snippets in Search Can Boost Your Website Traffic and How to Avoid Eliminated Featured Snippets.
  2. If images and videos are popular for search modifiers relevant to your business, be sure to have high quality and unique images loaded and optimized on your website. The same goes for uploading videos to YouTube and embedding on your website.

For more information about Advanced SEO Techniques such as search intent marketing and optimization please contact 1st on the List today by calling 1-888-262-6687 or email us at contact@1stonthelist.ca.