[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-love-rob-bucci":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":413,"breadcrumbs":414,"reading_minutes":145,"category":421,"head":423},"2017-10-16T10:06:47",{"rendered":6},"\u003Cp>Rob suggests that the SERPs are the front end to Google’s multi billion dollar consumer research machine. We can snoop on Google’s research by watching the SERPs.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8203\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FewiP9jvR-050720211625523179_rob-bucci-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"rob bucci search love\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"lets-talk-intent\">Let’s talk intent\u003C\u002Fh2>\n\u003Cp>Consumer search intent is roughly categorised into:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Informational\u003C\u002Fli>\n\u003Cli>Commercial\u003C\u002Fli>\n\u003Cli>Transactional\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Google suggests that demographics are not enough to tell us about our audience. Intent is much more important.\u003C\u002Fp>\n\u003Cp>It means if you’re there when they’re looking for something and you answer that query well, it doesn’t matter if they’re loyal to another brand.\u003C\u002Fp>\n\u003Cp>STAT has researched this. They looked at 14 categories and a lot more queries and modified them for different parts of the intent funnel. But, he says, keyword research isn’t like this in real life, it’s much more nuanced – but for the purposes of their study, they looked at fairly basic queries to analyse the intent.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Share of intent”\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>It’s basically share of voice. It’s a way of measuring how much coverage your brand gets. STAT’s own share of voice metric is very similar.\u003C\u002Fp>\n\u003Ch2 id=\"information-intent-stage\">Information intent stage\u003C\u002Fh2>\n\u003Cp>Once you’ve identified your information intent keywords, you want to know what type of search results come up. In Rob’s example, 42% were Shopping results (because his data set were mainly ecommerce keywords, so not a surprise). Then came image results. He was able to see all of this through STAT.\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 1: recognise when you need a paid strategy, e.g. when Shopping ads are prevalent\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 2: Look for strong bias toward certain sites – can you really displace Wikipedia?\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 3: Look at the SERP topologies, what blend of result types come up? This isn’t random, it’s based on their research, so you know what type of content you need to be producing based on that.\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch2 id=\"commercial-intent\">Commercial intent\u003C\u002Fh2>\n\u003Cp>Again here, we want to see what kind of SERPs results come up beyond the traditional organic listing.\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 1: By using share of voice, we can measure which websites are winning.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 2: Perform share of voice analysis on types of SERPs – are they winning on organic or other formats?\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 3: Look at what type of content Google surfaces to understand what kind of content you need to produce.\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch2 id=\"transactional-intent\">Transactional intent\u003C\u002Fh2>\n\u003Cp>Here, Rob found much more Shopping coverage – which makes sense for his commercial keyword set.\u003C\u002Fp>\n\u003Cp>He found the websites ranking for his terms are all winning based on organic search results, not on news or video or answers. In a way, this justifies SEO work where we typically focus on the transactional with our organic results.\u003C\u002Fp>\n\u003Cp>You need to ask yourself at this stage:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Are we ranking high?\u003C\u002Fli>\n\u003Cli>Are we ranking the right content?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>To work out the right content, we can tag up URLs based on what type of content it was, then assess which of our pages we should be optimising for and building. Look at what Google is promoting and rewarding with high rankings and emulate that content strategy.\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 1: The deeper you go in the funnel, the more you have to rely on organic results.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Lesson 2: We can analyse ranking URLs to find out what UX satisfies the user intent.\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch2 id=\"conclusions\">Conclusions\u003C\u002Fh2>\n\u003Cp>Remember Google’s advice. You have to be there, be useful and be quick.\u003C\u002Fp>\n\u003Cp>Quality keyword research is therefore essential. You can only do this well when you speak to customers about how they search – keyword tools come next. We need to use psychological understanding to group those keywords by intent.\u003C\u002Fp>\n\u003Cp>You’ll know if you’re useful by reviewing that type of content Google already uses. You can then adapt your strategies for that.\u003C\u002Fp>\n\u003Cp>To be quick, optimise your site speed.\u003C\u002Fp>\n\u003Cp>At the end of the day, universal results make up 15%, 11% and 10% of the searches in Rob’s study for the three categories of informational, commercial and transactional respectively. It may not sound like a high proportion, but consider the share of voice that those things have. Take the time to figure out if you can rank\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Optimising for universal results is the best way to satisfy user intent\u003C\u002Fli>\n\u003Cli>You can snoop by looking at topologies\u003C\u002Fli>\n\u003Cli>Different result types rise and fall in value through the funnel\u003C\u002Fli>\n\u003Cli>Wit knowledge of intent we can craft the right content for the right moment\u003C\u002Fli>\n\u003Cli>This kind of analysis is easy to do when you have the right tool\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Check out more research in this whitepaper: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgetstat.com\u002Fsearchlove\u002F\">https:\u002F\u002Fgetstat.com\u002Fsearchlove\u002F\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},67,"Search Love","\u002Fblog\u002Fcollection\u002Fsearch-love\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-love",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Love: Reverse Engineering Google’s Research – Rob Bucci",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,126],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":108,"image":122,"authors":123,"category":125},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":140},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,137],{"name":135,"image":136},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":138,"image":139},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":330},"blog-post","light","2022-02-07T16:48:35",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FewiP9jvR-050720211625523179_rob-bucci-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":299,"path":115},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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