User Intent & SEO - Agents of Change Fall 2018
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This document summarizes a presentation about reverse engineering Google's search algorithm to drive traffic and revenue. It discusses a two-step process: 1) determining what keyword to target with specific content, and 2) structuring content for search success. Key aspects covered include categorizing keywords by user intent, determining appropriate content formats and mediums, planning value propositions, and tools for optimization. The overall message is to understand what users want and provide relevant content to meet those needs.
User Intent & SEO - Agents of Change Fall 2018
- 1. User Intent: Reverse Engineering Google For Traffic and Revenue Dan Shure - Evolving SEO Experts on the Wire Podcast
- 2. If you’re in the future - go here for a video of this presentation: www.evolvingseo.com/aoc2018
- 13. Two Step Process: 1. Determine what keyword to target with what page 2. Structure your content for search success
- 14. Two Step Process: 1. Determine what keyword to target with what page 2. Structure your content for search success Bottom Line: Figure out what users want and give it to them. User Intent.
- 16. “Always Be Categorizing your keywords by intent.” :)
- 17. 1. Do (Transactional) 2. Know (Informational) 3. Go (Branded)
- 22. PART ONE: Determining What Keyword To Target
- 27. PART TWO: Structure Content For Search Success
- 30. Problem! Ambiguous Keywords! Common Keyword->Content Formats: 1. Fact - how many, who is, where is (generally avoid) 2. What - definition or topic overview 3. Why - benefits of, importance 4. How to - process, tutorial, recipe 5. Lists 6. Mixed / Hybrid
- 37. 2. Create An Outline
- 51. 1. Text 2. Video 3. Images - GIFs - Infographics 4. Audio 5. Tool / App / Something Interactive 6. Mixed / Hybrid Common Content Mediums
- 52. Pssssst.... think about creating audio versions of your text content
- 53. 4. Plan Your Value Propositions
- 68. Design and UX ● Easy to read fonts ○ Nice line spacing ○ Hyperlinks you can see ○ Color contrast vs background ○ Smaller on Desktop / Bigger on Mobile ● Easy to find “Main Content” ○ Above the fold ○ Not blocked by ads or popups ● Useful links in “Supplementary Content” (Navigation areas) ● Clear (usually ONE) Call To Action
- 69. Planning Topics 1. Determine keyword target a. Find a ranking gap b. Determine traffic potential Planning Each Piece of Content 1. Determine main topic 2. Create an outline 3. Plan content medium(s) 4. Plan value add(s)
- 70. Tools / Resources ● Funkify Add On- UX and Accessibility ● 23 Questions - Amit Singhal, Google ● Google Quality Raters Guidelines PDF ● Keywords Everywhere Add On (Search Volume in SERPs) ● MozBar for Domain Authority in SERPs
- 72. Connect with me @dan_shure www.evolvingseo.com www.evolvingseo.com/wire Experts on the Wire Podcast