Or, if you're after the topic of video appearing on the SERPs, you can create and optimize your video to earn a spot in the rich results that appear in valuable real estate above the fold. In many cases, you can learn from trends in your industry, as shown below, healthcare, education, home improvement, finance, travel, and e-commerce. For example, a subset of searchers in healthcare and education like quick answers, but this type of content doesn't even show up as a preference for industry mailing list improvement, finance, or e-commerce. 5. Content Type SEO insights can also help determine which content types and platforms make the most sense for target keywords and audiences. For example, a searcher will click on an in-depth B2B buyer's guide and may expect an ebook rather than a blog post. Although searchers who want a general overview may expect advanced blog posts on the topic, not gated downloads. You may also find that the original content type is not suitable for attracting searchers.

Finally, you can gain a deeper understanding of micro-moments — the mindset of people when they search. In 2015, Google released a series of white papers centered around four key micro-moments of search behavior — know, go, do, and buy. Fast forward to 2021, and micro-moment strategies are still highly relevant. Analyzing SERP results through a micro-moment lens can help you better align industry mailing list content with the customer journey and content marketing strategy by: Learn how to use video, images, and quick-read content Understand how your target audience and keywords differ in each micro-moment Improve keyword alignment with the customer journey faster Identify ways in which a paid content strategy can complement