4
Components in the finished document
Search Intent Analysis
What the result page currently rewards for each query cluster, and therefore what kind of page can win it.
Where This Sits
3
Measured directly, not asserted
1
Pieces that carry my judgment
This is a Opportunity deliverable, which means it sizes the demand before budget is committed. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.
It is not a package and not a retainer. It is one document with 4 components, and the list below is the whole of it.
What Is Inside It
Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.
Measured
Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.
- Intent classification table
- The query set labelled by intent, with the page type each intent requires.
- SERP feature inventory
- Which result features appear for the target query set and who currently holds them.
- Competitor comparison table
- The same measurements taken across named competitors, so the gap is quantified rather than described.
Judged
My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.
- Method and scope statement
- What was examined, what was deliberately not, and with which tools and data ranges.