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How to Use Search Intent to
Dominate Google Discover




Felipe Bazon | Hedgehog Digital
SLIDESHARE.NET/FELIPESPLINTER
@SEOBAZON
Google Discover
Discover surfaces content
primarily based on what
Google’s AI/ML systems
believe to be a good
match with a user’s intent.
Source: Google Search Central
HOW IS GOOGLE DISCOVER
CHANGING THE SEO GAME?
@SeoBazon #BrightonSEO
By creating an even bigger intersection
between SEO and Content Marketing
By forcing us SEOs to
incorporate the concept
of Personas once and
for all in our strategies.
@SeoBazon #BrightonSEO
By making search intent
more important than ever.
Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO
By generating a unique
type of engagement
between consumers
and brands.
@SeoBazon #BrightonSEO
By becoming a substantial
source of organic traffic…
@SeoBazon #BrightonSEO
HOW TO OPTIMISE FOR
GOOGLE DISCOVER?
@SeoBazon #BrightonSEO
Source: SEJ
@SeoBazon #BrightonSEO
Source: SEJ
@SeoBazon #BrightonSEO
Source: Google Search Central
@SeoBazon #BrightonSEO
Results were far from great!
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO
@SeoBazon #BrightonSEO
Source: Web Stories on Google
@SeoBazon #BrightonSEO
We had tested it previously …
@SeoBazon #BrightonSEO
But we couldn’t
figure it out where
that traffic was
coming from!
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO
HOW TO USE SEARCH INTENT
TO OPTIMISE FOR


GOOGLE DISCOVER
@SeoBazon #BrightonSEO
Client: Brazilian Right Move
Challenge: Build qualified audience
to their blog
Strategy: Informational content to
help people make take the right
decision before renting a house.
@SeoBazon #BrightonSEO
Intent to Rent a Dream House / Flat
Intent to Rent a Dream House / Flat
Content Clusters:
• Best Cities in (State)
• Safest Cities in (State)
• Safest Neighbourhoods in (City)
• Best Schools in (City)
• Interior Decoration Tips
@SeoBazon #BrightonSEO
Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO
Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO
Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO
GOOGLE WEB STORIES
OPTIMISATION TIPS
@SeoBazon #BrightonSEO
Source: https://www.slideshare.net/FelipeSplinter/google-discover-optimisation-with-google-web-stories
@SeoBazon #BrightonSEO
GOOGLE WEB STORIES


BONUS TIP
@SeoBazon #BrightonSEO
SEO
Consistency & Frequency
@SeoBazon #BrightonSEO
@SeoBazon #BrightonSEO
Consistency & Frequency
DESIGN & SEO
Create attractive Poster
Page for greater CTR
@SeoBazon #BrightonSEO
Poster Page = Higher CTR
@SeoBazon #BrightonSEO
DO GOOGLE WEB STORIES
APPEAR IN GOOGLE.CO.UK?
@SeoBazon #BrightonSEO
@SeoBazon #BrightonSEO
Source: SEMrush
@SeoBazon #BrightonSEO
Source: SEMrush
@SeoBazon #BrightonSEO
Source: SEMrush
@SeoBazon #BrightonSEO
Source: SEMrush
@SeoBazon #BrightonSEO
Source: SEMrush
Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO
THANK YOU!
Felipe Bazon
@SeoBazon
@seobazon
@SeoBazon #BrightonSEO

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