--- title: 'Keyword Research Pt 1: How to Analyze Searcher Intent - 1.2. SEO Course by Ahrefs' source: 'https://www.youtube.com/watch?v=zXPZ0L2cOw4' video_id: 'zXPZ0L2cOw4' date: 2026-10-03 duration_sec: 272 channel: 'Ahrefs' --- # Keyword Research Pt 1: How to Analyze Searcher Intent - 1.2. SEO Course by Ahrefs > Source: [Keyword Research Pt 1: How to Analyze Searcher Intent - 1.2. SEO Course by Ahrefs](https://www.youtube.com/watch?v=zXPZ0L2cOw4) ## Summary This lesson explains search intent—the reason behind a searcher's query—and why matching it is crucial for ranking. Sam Oh introduces the 3 Cs framework (content type, format, angle) and demonstrates it with golf-related examples. ### Key Points - **Definition of Search Intent** [00:13] — Search intent is the reason behind a searcher's query. Matching it is a must-do to show search engines your page fulfills their goal. - **How to Identify Intent** [00:45] — Analyze top-ranking results for your keyword. Google understands searcher intent better than anyone, so top results are a proxy. - **The 3 Cs Framework** [01:00] — The 3 Cs: Content Type (blog post, video, product, category, landing page), Content Format (how-to, listicle, etc.), and Content Angle (the hook/benefit). - **Example: Best Golf Shoes** [01:15] — For 'best golf shoes', dominant type is blog posts, format is listicles, and angle is freshness (current year in titles). - **Example: How to Swing a Golf Club** [02:21] — For 'how to swing a golf club', dominant type is blog posts, but a YouTube video ranks ahead—suggesting creating both could capture two spots. Format is how-to, angle is beginner. - **Example: Golf Clubs** [03:02] — For 'golf clubs', all top results are ecommerce category pages, indicating shopping mode. Content angle is deals. - **Example: Golf Bags (Mixed SERP)** [03:32] — For 'golf bags', the SERP is mixed: ecommerce category pages, blog posts, and an outlier. Requires more foundation work to decide. ### Conclusion Matching search intent is essential for ranking. Use the 3 Cs—content type, format, and angle—to analyze the SERP and align your content with what searchers want. ## Transcript Hey, it's Sam Oh and welcome to the second lesson which is on search intent. And I touched on this in the first lesson on SEO basics, but I really want to take some time to unpack what it is and how to use it in keyword research. Reason being, if you can't match searcher intent, then you probably aren't going to rank for your target keywords. So again, search intent represents the reason behind a searcher's query. And matching search intent is one of those must-do things to show search engines that your page will fulfill their goal, to deliver the most relevant results for any given query. And while it might sound like you're trying to satisfy Google, what you're actually doing is learning what you need to do to satisfy the searcher's intent. Identifying search intent is usually quite easy. All you have to do is search for the keyword you want to rank for and then analyze the top-ranking results. And the top ranking results are a great proxy to understand search intent because Google understands what searchers want probably more than anyone else Now analyzing is kind of a jargony word but I have a simple 3 formula you can use It called the 3 C of search intent The first C is content type Content type can usually be categorized into blog posts, videos, product, category, and landing pages. For example, the dominant type of pages for the query, best golf shoes, are blog posts. The second C is content format and this applies more to blog posts and landing pages. A few common blog formats you'll see are how-tos, step-by-step tutorials, list posts, and opinion editorials. For a landing page, that might be something like a tool or calculator. Again, for the query, best golf shoes, you'll see that all of the top results are listicles, which makes sense because the word best implies that a comparison needs to be made. And the third C is content angle, which often depicts the benefit. It's basically your hook as to why someone should click and visit your page. For best golf shoes you see that every post has gone with a freshness angle which is evident based on the current year being in the titles In my opinion this is the least important and often least consistent among top pages Now, this is just one example of search intent for a keyword. Let's go through a few more examples to really drill in this concept. The first example is for the query, how to swing a golf club. The dominant content type is clearly blog posts. But you'll also notice that a YouTube video is ranking ahead of the blog posts. So this tells us that it may be worth creating both a blog post and video to potentially get two different spots in the search results. As for content format, they're clearly all how-to's. And seeing as the nature of the topic would require a step-by-step procedure, that's probably the route you'd want to go to. And you can confirm this by actually visiting some of the top ranking pages. Now, with content angle, it appears as though for beginners, or basic, seems to be the right way to approach the topic. The second example is for the query golf clubs. Looking at the SERP, you'll see that they're all ecommerce category pages, which tells us that when people search for this query they likely in shopping mode Now seeing as content format applies mostly to blog posts and landing pages it wouldn be applicable here since we looking at ecommerce category pages As for content angle, it seems to be mostly about deals. So saving money on golf clubs. Alright, the final example is for something like golf bags. Looking at the SERP, you'll see something a bit different. We have a mixed SERP. Content type for the top ranking page is an ecommerce category page. Then we have a couple of blog posts on the best golf bags. And we also have an outlier on how to buy golf bags. And towards the bottom half of the results, we have more ecommerce category pages. So what do you do? Well, in order to make an educated decision, we still need to lay some foundation work. So we'll revisit this example in a later lesson. For now, you should have the basics of search intent down and tomorrow we'll be publishing the next video which is on the first step of the keyword research process, keyword generation. So make sure to subscribe so you don't miss that. And if you're watching this video at a later date, then check the description because we'll have a link to the entire course there. See you in the next lesson.