Fractured Search Intent: Understanding Mixed SERPs

In this video, you’ll learn what fractured search intent is and how to understand and interpret mixed SERPs.
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Additional Keyword Research Resources
Keyword Research Tutorial: From Start to Finish ► • Keyword Research Tutor...
Keyword Research Pt 1: How to Analyze Searcher Intent - 1.2. SEO Course by Ahrefs ► • Keyword Research Pt 1:...
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Search intent represents the reason behind a searcher’s query. It's typically defined by looking at the top ranking pages for a target query.
But sometimes the query has multiple meanings and the search results get mixed and unclear. The search intent for these queries is called fractured or mixed intent.
Search engines are usually pretty good at treating results for these queries. But sometimes it’s not that easy to tell one search intent from the other. And if you cannot handle fractured intent and match one of them, you’re not going to rank high.
To make the right decision about the query’s intent, we need to dive deeper into the types of search intent. They can be categorized in 4 buckets:
- informational
- navigational
- commercial investigation
- transactional
Watch the video to learn more about them.
The main issue with these buckets is that SERPs often can’t be categorized in only one of them. A single SERP can even show pages that serve all four intents.
To get a better idea of a dominant intent, you need to see the full picture. There are three main things you need to include in your analysis.
First is the organic blue link search results. Check the top pages and look for the intent they’re trying to serve.
How can you do this properly? Watch the video to learn more.
The next thing you should look at are SERP features. Those are anything that appears in Google’s search results besides the blue-link pages, e.g. ads, local packs, knowledge panels, people also ask, and more.
Want to know how SERP features help provide a clearer picture of how Google serves user intent? Watch the video.
The next thing to analyse is SERP stability vs. volatility. It can help us tell if the search intent is clear or unclear and also assume if it’s hard to rank.
Watch the video to learn more about this.
Timestamps
0:00 Intro
1:51 Four types of search intent
4:45 Analyze organic blue link search results
6:45 Check SERP features
8:32 Analyze SERP stability vs. volatility
#fracturedsearchintent, #mixedintent #searchintent
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[@umairsimjee]

You always have the same energy level while creating such knowledgeable content. Thank you Sam

[@AhrefsCom]

Thanks for watching!
-Helen

[@DeloryRob]

I have been explaining this concept for years to customers. This was a solid break down on the topic.

[@AhrefsCom]

😀

[@salahsalama7756]

Many thanks to you, Sam. I liked your bottom-line: Don't overcomplicate things. It directed me to the right direction before overcomplicating my work.

[@AhrefsCom]

Glad it helped!
-Helen

[@ChrisProutyVideos]

Great stuff! I had a blast with your video today and really appreciated all of the great advice you shared.

[@AhrefsCom]

Glad the video was helpful!
-Helen

[@mohammadnomanafzal7757]

Thanks for bringing up such an amazing and easy way to sort out things practically SAM.

[@AhrefsCom]

Any time! :)
-Helen

[@eliasbarsenga]

I have done a lot of research to find a practical tutorial about SEO and most of the tutorial and even online courses mostly focus on the definition and others staff forgetting how practically showing the work done is the most relevant factor. And this video ticks every thing you want to know as a beginner. I enjoyed it even if I don't have a website to run 😂😂. It is the best SEO tutorial I found on UA-cam so far. Thanks for your time and your willingness to share your experience. I don't have much to give 😂 but you have got my like, comment and subscription. looking forward for your future videos.

[@AhrefsCom]

Thanks a lot for the feedback and subscription! We're doing our best :)
-Helen

[@thinkthinktechs1119]

Thanks sam for you awesome tutorials.I managed to rank at Pos 2 in a month by following your advice

[@AhrefsCom]

Wow, happy to hear that! Keep it up 🙌
-Helen

[@proofedseo]

Thank you Sam, as every time interesting information

[@AhrefsCom]

Thanks for watching!
-Helen

[@Walkingstreetswithmatt1989]

sam can you do keyword research for the travel niche. hotels, tickets etc

[@TraciWilliamsInspiringHope]

great tips. Thank you so much

[@AhrefsCom]

Happy to help!
-Helen

[@Walkingstreetswithmatt1989]

i saw a blog post on a serp that had mostly sites where you buy tickets. their blog post was about going from one location to another a how to guide. so how was it that they could rank with those kinds of sites. and also they had affiliate programs in the how to guide

[@tarunpalofficial7755]

Like the way you explain!

[@AhrefsCom]

Thank you! 😃
-Helen

[@joshternyak8752]

Awesome video Sam - as always :)

[@AhrefsCom]

Glad you enjoyed it!
-Helen

[@xasancle]

Great! Thank you ☺️

[@AhrefsCom]

You're welcome 😊
-Helen

[@AyonChy]

How Do You Identify A Blog Post Is Good To Rank Or Not?
I know there are more than 200 so-called factors behind this, but as we know Quality full Article in the King.
Suppose, there is a new product on the market, and 10 fresh affiliate sites review that product.
Quality full 1000 words, A mobile model with all its features and related faqs. Same question but nearly same answer covered by all the sites. On page is perfect for all sites.
No site gets any backlinks.
How do you measure and which site will get ranked?
How do you measure a site's strength without a backlink especially for a brand new site with zero EAT?

[@happyakter4383]

just awesome,💗💗💗💗

[@AhrefsCom]

Many thanks :)
-Helen

[@dssickstee9]

Great vid! I recently looked into incorporating a weighted scale when analyzing search intent, i.e. giving extra "points" to the top 3 positions. Still a work in progress. I did want to ask for your opinion about internal link anchor text using a keyword with split search intent. For example, let's say you have a target keyword that has 5 results matching Informational intent and 5 results matching Transactional intent. And let's say your site has a page that supports both intents - a service page and a learn article. Would you use the keyword as anchor text for just one page and not the other? For both? Or should it really depend on the context of how it's used within the copy? Thanks!

[@AhrefsCom]

Tough to say without knowing your site and pages so please take this with a grain of salt :)
Personally, I think it's more about context and I wouldn't worry about it. Not sure if you're an Ahrefs user, but digging into position history in Site Explorer > Organic keywords may be helpful. There's also a feature to show multiple URLs ranking for the same keyword there too.
-Sam

[@myselfpavan2680]

Sir Please Make A Video On News Website SEO 🙌🏻

[@M00SAKHAN]

Sam please do live keyword research for cpg industry

[@AhrefsCom]

Thanks for the suggestion.
-Helen

[@user-sg2sy4bn8r]

thanks

[@AhrefsCom]

You're welcome! :)
-Helen

[@MasterBrain182]

😁🥰🥳

[@islamshoukat1101]

First viewer🤞

[@AhrefsCom]

🥳

[@kashifjavedamantali214]

I am an affiliate marketer selling guest posts on Gmail. I am regularly watching videos, Sir. I am earning no because of a small mistake anyone handles client or payment/payment method .because help me .sir guide me.