Agenda OverviewIdentify Disconnects Bridge the Gap Using User Intent
Setting the Stage What is search intent? 70% of users start with search engines for information 18 billion searches a month in January (comScore) Search Engines are Tools for User Intent Keywords are Tools for Marketers 1 in 4 searches are successful • Some take 13 minutes to develop 54 billion unsuccessful searches a year4/29/2011 2 WebsiteBiz
Changing Landscape – Unique, Sophistication 70% of queries have no exact- match keywords Queries are 3+ words… • per Google = 54.5% • per Hitwise = 35% 20% of searches each day are new or haven’t been completed in the last 6 months4/29/2011 4 WebsiteBiz
…Disconnects cont’d Spam – Content Farms Limited Data • Facebook Lack of targeted messaging and landing pages Ambiguity • Linguistics, Branding, Seasonality, Geography4/29/2011 5 WebsiteBiz
Bridge the Gap – Categorize your Keyword List Source: Seomoz.org4/29/2011 8 WebsiteBiz
Build Categories into Keyword Research Charts Source: Seomoz.org4/29/2011 9 WebsiteBiz
Put User Intent to Work It’s statistically valid Understand human behavior Identifies important traffic and demand Drives Information Architecture Provides Content Model Guides SEO and PPC Strategy Fundamental shift: customers expect you to seek them out4/29/2011 10 WebsiteBiz
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