SearchLove London 2019 - Rory Truesdale - Using the SERPs to Know Your Audience
It’s easy to get swept away by monthly search volume and to forget that behind every search there is a person with a specific motivation and set of needs to fulfil. This talk will look at how you can use Google’s algorithmic rewriting of the SERPs to help you identify those motivations so you can effectively optimise for intent and query context to improve the ranking performance of your landing pages. This talk will also help you understand how you can use this information to create more tailored online experiences for your prospective customers and how the same workflows can be applied for more general business intelligence insights.
Get SERP content using the
Scraper Chrome extension
Use ‘Thruuu’ – a free
SERP analysis tool
By Samuel Schmitt
four ways you
can get this.
The Jupyter Notebook is an open-source web
application that allows you to create and share
documents that contain live code, equations,
visualizations and narrative text. Uses include:
data cleaning and transformation, numerical
simulation, statistical modeling, data visualization,
machine learning, and much more.
Jupyter Notebook is an environment on my laptop
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Resources to get started…
Paul Shapiro JR Oakes Hamlet Batista
•Align pages with the motivations of a searcher
•What language will resonate with your target audience
•Use to improve on page optimisation
HOW CAN WE APPLY THIS?
Can we use
NLP to uncover
in the SERPs?
Topic modelling is an NLP method that assumes a
corpus contains a mixture of topics. It looks at how
words and phrases co-occur in a corpus and attempts
to group them in coherent themes or topics.
OK, computer. Here are some words. Group them.
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