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How to Build an Intent Based SEO Campaign for Any Business

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Don't prioritize the wrong keywords. Build a campaign that matches what your users are looking for.

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How to Build an Intent Based SEO Campaign for Any Business

  1. 1. Adept Marketing • How to Build an Intent Based SEO Campaign for Any Business @kac4509 #MozCon Katie Cunningham SEO Manager, Adept Marketing
  2. 2. Adept Marketing • #MozCon@kac4509 How Far Away is Ohio?
  3. 3. Adept Marketing • #MozCon@kac4509
  4. 4. Adept Marketing • 102Locations #MozCon@kac4509 1,556Physicians 450+Conditions
  5. 5. Adept Marketing • 5 Business Goal: Improve Market Share #MozCon@kac4509
  6. 6. Adept Marketing • 6 Department Goal: Drive More Patient Appointments #MozCon@kac4509 Business Goal: Improve Market Share
  7. 7. Adept Marketing • Business Goal: Improve Market Share Department Goal: Drive More Patient Appointments #MozCon@kac4509 Drive 20 More Appointments a Month for Lasik Example Campaign Goal:
  8. 8. Adept Marketing • Understand the Consumer Journey Researchin g Options Makes Appointment Research & Decision Post Surgery Care Pre-awareness Informing Converting InformingConsidering #MozCon@kac4509 Surgery Navigational Living with Glasses/Contacts
  9. 9. Adept Marketing • …Even When it’s Not Straightforward Check-up Identifies Health Problem Referred to Specialist Treatment plan Surgery & Post Surgery Care Pre-awareness Awareness Converting NavigationalInforming #MozCon@kac4509 Surgery Prep Informing Healthy
  10. 10. Adept Marketing • #MozCon@kac4509 to support a simple Framework Template & Process Created a Audit Research StrategyExecute Measure Goals
  11. 11. So…how do you actually do it? #MozCon@kac4509
  12. 12. Adept Marketing • Document Goals #MozCon@kac4509
  13. 13. Adept Marketing • What current content do you have? Audit Your Current State #MozCon@kac4509
  14. 14. Adept Marketing • How is it performing? Audit Your Current State #MozCon@kac4509
  15. 15. Adept Marketing • Audit Your Current State #MozCon@kac4509 Where is it getting traffic?
  16. 16. Adept Marketing • Audit Your Current State #MozCon@kac4509 How can you improve it?
  17. 17. Adept Marketing • Audit Your Current State #MozCon@kac4509 What content do people want?
  18. 18. Adept Marketing • Keyword Research to Identify Modifiers #MozCon@kac4509
  19. 19. Adept Marketing • Map Modifiers to Intent Stages #MozCon@kac4509 Informational Commercial Local Navigating Transactional [none] best Columbus Ohio State surgery what review Ohio Hospital Name procedure where types near me appointment when options doctor how cost
  20. 20. Adept Marketing • Find High Intent Keywords #MozCon@kac4509 Informational Commercial Local Navigating Transactional [none] best Columbus Ohio State surgery what review Ohio Hospital Name procedure where types near me appointment when options doctor how cost surgery
  21. 21. Adept Marketing • Find High Intent Keywords #MozCon@kac4509 Informational Commercial Local Navigating Transactional [none] best Columbus Ohio State surgery what review Ohio Hospital Name procedure where types near me appointment when options doctor how cost near me
  22. 22. Adept Marketing • Prioritize Keywords with Modifiers #MozCon@kac4509 Lasik + [Surgery] + [Near Me] Lasik + [Near Me] Laser Eye + [Surgery] + [Near Me]
  23. 23. Adept Marketing • Map to Target URLS & KPIS #MozCon@kac4509 Keyword [Lasik + Surgery + Near Me]
  24. 24. Adept Marketing • Map to Target URLS & KPIS #MozCon@kac4509 Keyword [Lasik + Surgery + Near Me] Target URL [Localized Service Page]
  25. 25. Adept Marketing • Set up Tracking [Goals, Keyword Tracking] Map to Target URLS & KPIS #MozCon@kac4509 Keyword [Lasik + Surgery + Near Me] Target URL [Localized Service Page] KPIS [Appointment Request, Click to Call, Local Pack]
  26. 26. Adept Marketing • Set Up Tracking [Goals, Segments, GMB, Keyword Tracking] Map to Target URLS & KPIS #MozCon@kac4509 Keyword [Lasik + Surgery + Near Me] Target URL [Localized Service Page] KPIS [Appointment Request, Click to Call, Local Pack]
  27. 27. Adept Marketing • Gather Universal Results Data #MozCon@kac4509
  28. 28. Adept Marketing • #MozCon@kac4509 Build an Action Plan
  29. 29. Adept Marketing • Deliver the Strategy #MozCon@kac4509
  30. 30. Adept Marketing • Build a KPI Driven Automated Report #MozCon@kac4509
  31. 31. Adept Marketing • Rinse Repeat #MozCon@kac4509 Audit Research StrategyExecute Measure Goals
  32. 32. Adept Marketing • #MozCon@kac4509 http://resources.adeptmarketing.com/seo-campaign
  33. 33. Adept Marketing • #MozCon@kac4509 It’s not just for healthcare.
  34. 34. Adept Marketing • #MozCon@kac4509 It’s applicable in all industries.
  35. 35. Adept Marketing • #MozCon@kac4509 Build a strategy that works for your business utilizing the same framework.
  36. 36. Thank You http://resources.adeptmarketing.com/seo-campaign Katie Cunningham SEO Manager, Adept Marketing @kac4509

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