LeadMagnetGeniusGone are the days of just “rank #1 for a keyword” being the sole goal. Now, you have to consider user intent and the plethora of SERP features Google has (featured snippets, People Also Ask, local packs, image carousels, etc.).
User Intent: Figure out what the searcher actually wants when they type a query, and make sure your content matches that intent. - The main types: Informational (seeking info), Navigational (seeking a specific site), Transactional (ready to buy or action), Commercial Investigation (researching products/services). - Example: Query “best running shoes 2025” – likely someone wants a list/roundup (commercial investigation). A blog post listing top shoes would serve. If someone searches “buy Nike Pegasus size 10”, that’s transactional – they want a product page to buy from. - Check the current top results for a keyword to gauge intent. If all top results are how-to guides, don’t make your page a product page, it likely won’t rank. Google’s results reflect what it thinks users want. Match that. - Also think stage of the funnel: if a keyword is broad like “running shoes”, the intent could be mixed or unclear. You might need to target more precise terms or provide content that either satisfies multiple intents or clarifies in the title (e.g., “Running Shoes – Buying Guide for Beginners” vs “Cheap Running Shoes Under $50” – those target different intents).
SERP Features: Google often shows special boxes or features above or among the organic results. Advanced SEO involves aiming to capture some of these: - Featured Snippets (the answer box at top for many questions). To win this, format your content optimally: - If the query is a question, answer it concisely (40-60 words) in a paragraph near the top, then elaborate. Or if it’s a list-type snippet (e.g., steps to do something), ensure your steps are in an ordered list form. Use the query phrasing in the snippet answer (so Google knows you answered it). - Use schema (like FAQPage schema for Q&As) can help but the content itself and formatting is key. - Featured snippets often come from sites already on page 1. So first aim for page 1, then tweak to target snippet. Being snippet can leapfrog you to position 0 even if you were #3 organically. - Keep an eye: track which queries you have snippets for via Search Console (Performance > search appearance > “Featured snippet” filter). - People Also Ask (PAA): These are the expandable Q&As. If you provide question-and-answer formatted content, you can appear there. Consider adding an FAQ section to relevant pages. Use questions as headings (H2/H3) and answer right below. There’s some evidence that clear Q&A in content can get picked for PAA. - Image/Video results: If relevant to your niche, optimize images (with alt text, file names) and consider creating videos (and putting them on YouTube, with SEO there). For instance, searches like “how to tie a tie” show a video. - Local pack: If you have a local business, advanced local SEO includes ensuring your Google My Business is stellar (lots of reviews, correct info, posts), and getting local citations, etc. This can get you in the 3-pack. - Rich Snippets: Using schema markup to enhance your listings with things like star ratings (for reviews), prices (for products), etc. If you have a recipe site, definitely implement Recipe schema to possibly get rich cards. If selling products, Product schema can show price/availability in SERPs. It can increase click-through as your result stands out. - “AI Overviews” and SGE (Search Generative Experience): This is new around 2023-2025 – Google testing AI summary answers. While not fully rolled out globally, it’s worth anticipating. The best strategy there is still similar: provide clear structured content (so AI can pull from you as a source), and focus on E-E-A-T (the content quality signals that make AI choose your content to summarize). Also, brand building (if your site is widely cited, AI might trust it more). But keep an eye – optimizing for AI search might become its own thing (maybe shorter answers or very direct info). - Knowledge Panels: If you’re a brand or person, try to get a knowledge panel (by having a Wikipedia page, schema Organization markup, active social profiles, etc.). It’s not directly SEO for your site, but it boosts brand visibility on search.
Bottom line: analyze the SERP for your keywords. Adjust your content format and add any necessary markups to target those features. If a SERP is crowded with features, you might also decide that phrase isn’t worth chasing for pure organic (like Google’s own flights/lyrics etc. can make organic results almost irrelevant).