HOW SERP FEATURES RESPOND TO SEARCH INTENT MODIFIERS

We explore how swapping out one word in a query can dramatically change a SERP.

In our recent whitepaper, Using search intent to connect with consumers, we looked at how different levels of search intent — informational, commercial, transactional, and local — affect the kind of SERP features that Google serves up.

Our whitepaper was so jam-packed that we didn’t have room for a deep analysis of how changing just one modifier in a query can significantly alter the SERP you see. Or how each SERP feature is best suited to deliver a different kind of information. So you lucky duckies get to read all about that now.

The full article, filled with charts and graphs (which don’t seem to want to import) can be found HERE. We also include a link to a Google sheet so you can see all the SERP features broken out by keyword modifiers.

Here’s an example of that breakdown. Enjoy!

FULL ARTICLE