"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
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This document discusses creating search engine optimization (SEO) strategies that are people-driven by understanding user intent. It outlines a 4-step process for human-centered SEO: 1) understand search intent through keyword research and analytics; 2) improve tools, features and navigation based on intent; 3) make content more helpful by answering questions and satisfying passive intent; and 4) use smart metadata and markup like titles, descriptions and structured data. The goal is to cater search results to what users want by understanding their intent and improving the overall experience.
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
- 1. Empathy Behind the Algorithms CREATING PEOPLE-DRIVEN SEO Now What? Conference 2017 by @CHRIS_CORAK
- 3. vs.
- 8. Difference between low and high quality content
- 10. Voice, changing the tone ½ of teens + 41% of adults use voice search daily
- 11. 15% of searches in Google have never been searched for before
- 12. RankBrain, a machine learning (artificial intelligence) technology
- 15. Google’s priority on mobile: Mobilegeddon (AKA Mobile-friendly update)
- 17. Determining ranking factors from your mobile UX first, over desktop view
- 18. Behavioral data is part of Google’s algorithm and these factors just keep getting more important. @RANDFISH
- 20. Google doesn’t just give you search results online, they track real life actions offline, too. The takeaway: real life actions can impact your search visibility.
- 21. If Google’s #1 goal is to give people what they want, then why would we cater to algorithms instead of working harder to make users happy? #NOWWHAT17 - @CHRIS_CORAK
- 22. 4 key steps GETTING STARTED WITH HUMAN- CENTERED SEO
- 23. Step 1: Understand search intent WHAT IS WHAT’S POSSIBLE IDENTIFY THEMES
- 24. Understanding intent: One method to improve content quality + UX
- 25. Using search data to gain empathy
- 26. “Active intent is the intent that is explicitly described by the query syntax…You MUST satisfy active intent immediately.” @ajkohn Active Intent
- 27. “Passive intent is the intent that is implicitly described.” @ajkohn Passive Intent
- 28. Helps us understand from where and on what device Seeing what is in current state analytics
- 29. Helps us understand from where and on what device Google Search Console to see how users are finding you now
- 30. On-site search analytics to see what’s common or hard to find
- 31. Seeing what’s possible throughout an entire industry
- 32. Choose your weapon Moz Keyword Explorer http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png Link: Keywordtool.io
- 34. How they capture the long tail
- 35. Test scenario: Imagine we’re a provider of Supplemental Insurance
- 38. Cost + Quotes
- 39. Validation
- 40. Taxable
- 41. Meaning
- 42. Local agents
- 43. Value
- 44. Themes we’ve identified ✓ Cost + Quotes ✓ Validation ✓ Taxable ✓ Meaning ✓ Local Agents ✓ Value
- 45. Step 2: Improve tools, features, and navigation HIGH LEVEL NAVIGATION TOOLS + FUNCTIONALITY CONTENT TOPICS
- 46. User intent data can help us win budget, gain internal alignment, and make changes that have the biggest impact on our users. #NOWWHAT17 - @CHRIS_CORAK
- 47. Search intent on “Supplemental Insurance” Summing up the search volume for each theme can: ✓ Prove value ✓ Help prioritize themes THEMES OF INTENT 1.7 MILLION MONTHLY SEARCHES
- 48. Intent analysis informs information architecture
- 49. Priority on Me, low priority on “Local Agent” intent
- 50. Higher priority on User, including “Local Agent” intent
- 51. High priority on “Local Agent” intent
- 52. “Local Agent” level content boosting visibility in local search
- 53. 45% + in Organic traffic since
- 54. Satisfying “Value + Cost” intent through interactive tools
- 55. Step 3: Make content more helpful ANSWER QUESTIONS SATISFY PASSIVE INTENT CREATE SEMANTIC RELEVANCE
- 56. SEO CMS Plugins Only focus on keyword targeting
- 57. SEO Browser Extensions Also offer no tips for optimizing for People
- 61. Gathering questions Moz Keyword Explorer http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png Link: Keywordtool.io
- 64. 57 Questions on ✓ Cost effective ✓ FDA approved ✓ Insurance ✓ Procedure ✓ Videos ✓ Pros + cons ✓ Duration ✓ Where ✓ Nerve damage? ✓ Types of surgeries
- 65. Satisfying passive intent + answering questions in content
- 66. Content for special circumstances
- 67. Content for special circumstances
- 69. 28% improvement in bounce rates + 53% increase in people asking for a quote
- 70. Step 4: Use smart metadata and markup TITLES META DESCRIPTIONS STRUCTRED MARKUP
- 71. Of traffic comes from Organic Search. While 29% start directly on your site.47% CONDUCTOR, ENTERPRISE ANALYTICS STUDY
- 72. Not readable or helpful Reads well and is extremely helpful Ensure it’s Readable and Helpful
- 73. Helpful description More marketing focused than UX Ensure it’s Readable and Helpful
- 77. Entity optimization How Google understands your brand
- 79. IMDB An example in structured markup
- 80. Schema.org by type Product Local business Reviews Organization Images & videos More… Healthcare & Medical Finance & Banking Real estate Travel & tourism Arts & music Software More… Schema.org by industry
- 83. Impacting the appearance in search
- 84. Ratings / Reviews + Product markup Event markup Structured markup enhancing UX + CTR
- 85. Step #1: Markup your home page w/ Schema.org/Organization
- 86. “Organization” markup can influence the Knowledge Graph
- 87. Download code + implement on home page: > bit.ly/organization-markup-example Start with the basics
- 88. Link to Google’s testing tool > bit.ly/markup-testing-tool Paste your code here to test
- 89. Step #2: Add semantic relevance, research in-depth markup on Schema.org
- 90. People-driven SEO THE WRAP UP
- 91. 4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 – Understand search intent 2 – Improve tools, features and navigation 3 – Make content helpful 4 – Use smart metadata and markup
- 92. Takes a team to achieve a success SEO outcome Successful SEO Outcome Content Dev / IT UX Design Creative Digital Marketing SEO Expertise Region or Business Unit Stakeholders Executive Stakeholders Analytics Social Media + PR
- 93. Staying up to speed in SEO For latest news https://www.seroundtable.com Google patents + implications http://www.seobythesea.com @iPullRank A great article: moz.com/blog/the- technical-seo-renaissance Mike King on technical SEO
- 94. Real world application Moz Blog https://moz.com/blog Whiteboard Friday https://moz.com/blog/category/whiteboard-friday
- 95. SEOs with human considerations Rand Fishkin @randfish moz.com/blog AJ Kohn @ajkohn blindfiveyearold.com
- 96. Now What? Conference 2017, “Empathy Behind the Algorithms,” @CHRIS_CORAK Questions? www.onwardand.co