Now that you have your keywords sorted by intent, it’s time to figure out the exact type of content to satisfy the searchers. As we discussed before, the intent of the query and even the query itself are not reliable indicators of the type of content needed to satisfy them. It’s common for two nearly identical queries to be satisfied with very different SERPs.

The only reliable way to create the best type of content for a particular query is to look at what’s already ranking in SERP. A quick and systemic approach is to use an SEO tool like Rank Tracker. There, if you go to Target Keywords > Rank Tracking, you can sort your keywords by SERP features and see which queries are best satisfied with videos, reviews, image galleries, and so forth:

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Once you do this, your content strategy becomes pretty straightforward. You know right away that here are the topics for which you have to create videos, and here are the topics that will turn into in-depth reviews. And you can prioritize the order in which to create content by keyword search volume, which you can also get from Rank Tracker.

When you get to creating content for a particular query, it’s worth it to visit the actual SERP and see for yourself what kind of content is prioritized by Google, what are the angles used in the titles, and what’s on the actual pages.

For example, it says in Rank Tracker that the query best gravel bikes features a video and an image gallery. But, if we go to the actual SERP, we’ll see that Google prioritizes traditional listicles over other types of content:

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You’ll often find that certain types of queries are best met with web 2.0 content and other off page content. If that’s the case with your query, then consider making these platforms a part of your sales funnel.

So, for example, if a certain query is often met with results from Pinterest, then consider creating a corresponding Pinterest board and then have your Pinterest account connected to your website. This way you can get into SERP and still have some traffic funneled into your website.

Another platform you have to consider is YouTube. Most videos featured in SERP come from YouTube, which is no surprise since YouTube is owned by Google. On top of that, YouTube allows for CC and segment markup — which is what Google uses to analyze videos and find pieces that can satisfy specific search intent:

And we can’t ignore other Google platforms as well. Obviously, for local SEO and navigational queries you have to claim and optimize your Google My Business listing. This will get you into a GMB panel, local results, and Google maps:

Finally, at least for now, you have to join the Google Merchant Center and have your product pages validated with Google. This will help you get your products directly into SERP and have them featured for transactional and commercial types of queries: