Posted by TheMozTeam
This post was originally published on the STAT blog.
In the STAT whitepaper, Using search intent to connect with consumers, we looked at how SERP features change with a searcher’s intent — informational, commercial, transactional, or local. It was so chock-full of research that it sparked oodles of other content inspiration — from the basics of building an intent-based keyword list to setting up your own search intent project, to Scott Taft’s guide to building your own search intent dashboard.
But while doing the research for the whitepaper, we found ourselves pondering another question: is there a similar relationship between search intent and the kind of page content that Google sources results from?
We know from our study that as searchers head down the intent funnel, the SERP feature landscape shifts accordingly. For example, Google serves up progressively more shopping boxes, which help close the deal, as a searcher moves from awareness to purchase.
So, as consumers hunt for that perfect product, does the content that Google serves up shift from, say, category pages to product pages? To get to the bottom of this mystery, we mounted a three-pronged attack.
Since …read more