Understanding User Intent - Tea-Time SEO' Series of Daily SEO Live Talks
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The document presents insights from experts Becky Simms, Laurent Bourrelly, and Christopher Hofman Laursen on understanding user intent in SEO. They emphasize the importance of audience motivations, effective keyword research, and utilizing various tools to analyze search behavior. The document concludes with a Q&A invitation, featuring each expert's social media handles.
Understanding User Intent - Tea-Time SEO' Series of Daily SEO Live Talks
- 2. Understanding User Intent ● Becky Simms ● Laurent Bourrelly ● Christopher Hofman Laursen AUTHORITAS ● SEO Jo Blogs - Growth Marketer ● Carrie Shepherd - Marketing Executive
- 3. Becky Simms ● Becky has spent the last 12 years working in digital marketing, starting Reflect Digital in 2011, which 9 years later has resulted in an award-winning team of 27 based in Kent, UK. ● Becky was awarded Agency Leader at the Wirehive Awards in October 2019, and the team have won a number of awards for their work in search marketing. ● With a keen eye on tangible impact, Becky leads her team to continually challenge the norm – pushing boundaries and always going over and above to deliver to a high standard.
- 4. Laurent Bourrelly, FrenchTouchSEO ● Laurent Bourrelly : born in France, educated in New York, lives in Andorra. ● Laurent is Head Judge for the European Search Awards, and judge for the UK Search Awards and Canada Search Awards. ● SEO Consultant since 2004, he was voted 3rd Best All Time SEO in France, and runs the only SEO School to learn the business of SEO ● Also, he gave out an advanced SEO strategy, which became the N°1 trend in France since 2013. ● Called « Cocon Semantique » in French (Topical Mesh in English), Laurent never really talked about it in English, but it’s coming up soon. A new Youtube channel, podcast, etc., called SEO Conspiracy, will be launched on April 13, 2020.
- 5. Christopher Hofman Laursen ● Lead SEO consultant at the agency IMPACT Extend ● Speaker at SEOday in Denmark in 2018, 19 and 20 ● Currently building a pixel tracker for better rank tracking ● Developed the Google volatility Score as a better way to understand competition on Google ● Created the Fresh data project to always have updated data in the customers’ Keyword analysis
- 6. Top Tips from Becky Simms ● Understanding user intent comes from truly understanding your audience first and foremost. ● You need to understand what motivates them to buy in to your brand, product or service. ● We have a model to help you do this….
- 7. Top Tips from Becky Simms
- 8. Top Tips from Becky Simms Monkey Make me look good Beat the competition Win awards Innovation Trend setting Make a difference Career advancement - promotion Lion Data to back-up decisions ROI Credibility Achievement Results focussed Money - justify pay rise Dog Build relationships Trust Collaboration Teamwork Loyalty internally and with suppliers Transparency Audience: Marketing manager, Digital Marketing Manager
- 9. Top Tips from Becky Simms ● Once you understand what really drives their behaviour, what their motivations are, you can start to truly understand intent. ● After conducting keyword research you should always map this to your sales funnel. You can then go a step further and map the expected motivations alongside the funnel. ● For example...
- 10. Top Tips from Becky Simms How do I measure SEO effectiveness? SEO Software SEO Tools SEO Tracking SEO Software reviews Best SEO software Review of xxx software Awareness Discovery Intent Purchase Monkey Lion Monkey Lion Monkey Dog Dog Lion Search query Sales funnel Motivations Audience: Marketing manager, Digital Marketing Manager
- 11. Top Tips from Laurent Bourrelly ● Buyer Persona 101 ● Hack the brain of your client ● A user called GoogleBot vs. the human user ● Smell the SERP ● Content Map : Offer meets Demand
- 12. Empathy Map
- 13. Top Tips from Christopher Hofman Laursen ● Use more tools - Avoid “THE favourite tool” ● Don’t guess the user intent of a keyword ● Understand the user's “uneducated guess” ● Don't accept when users got it wrong ● Look at the small user intent clues in Google Search Console
- 14. Tip #1: Use more tools!
- 15. Tip #2: Let Google categorize the sales funnel phase
- 16. Tip #3: Look for the user’s “uneducated guess” for a solution
- 17. Tip #4: Don’t accept a wrong user intent
- 18. Tip #5: Look for the small clues to big insights in GSC
- 19. Thank you - over to Q and A ● All great tips from 3 experts ● Becky Simms - @BeckyReflect ● Laurent Bourrelly - @LaurentBourelly ● Christopher Hofman @HofmanLaursen
- 20. “Optimising for Local Search" ● Claire Carlile ● Fiona Soum Tuesday 21st April 2020 @ 4 p.m. SEO Advice, tea and cake with...