Search intent evolves over time, and tracking these changes is essential for optimising content strategy. This guide explains how to analyze search intent variations using SERP Feature Radar and SERP Matrix, ensuring your content aligns with current user expectations.
Using SERP Feature Radar to Identify Trends
SERP Feature Radar helps you analyse the prevalence of specific search features for a given search term group. This allows you to gauge how Google presents information to users.
Steps to Use SERP Feature Radar:
Choose a Workspace: Select the workspace where you want to analyse data.
Select a Data Source and Site: Pick a site to evaluate how a particular group of search terms performs.
Example Analysis:
We have selected "loungewear" as the search term group and then clicked "Explore" to generate an overview of the search landscape for a specific date
Nex we expanded the timeframe to a full month for broader insights.
Comparing data from different months can help us detect trends. For instance, "People Also Search" appeared in 57% of searches in November but only 26.5% in October, indicating a shift in Google's search presentation.
Key Insights:
An increase in "People Also Search" suggests that Google considers users may need more information before making a decision.
Monitoring this trend helps adjust content strategies accordingly.
Refining Analysis with SERP Matrix
SERP Matrix allows you to examine search intent changes at the individual search term level.
Steps to Use SERP Matrix:
Select a Specific Search Term: Building on the previous example, refine "loungewear" analysis by selecting a related term, such as "loose womens joggers."
Analyse Search Landscape:
Review how search features (e.g., "People Also Search") appear over time.
In January, "People Also Search" consistently appeared for "loose womens joggers" whereas in February, it only showed up a few times
This suggests Google is no longer prioritising informational content for this term.
Use the SERP Matrix Table:
Track search feature patterns daily.
Identify when search intent shifts and how to align content accordingly.
Applying Insights to Content Strategy
By leveraging SERP Feature Radar and SERP Matrix, you can:
Identify trends in search intent and Google’s feature prioritisation.
Adjust content to align with user expectations.
Ensure your site remains competitive by adapting to changes in search behavior.
Understanding and tracking search intent shifts is crucial for maintaining content relevance. Regularly analysing SERP features allows you to refine your SEO strategy and optimise your content for changing search trends.