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Intent-Based International Keyword Research - International Search Summit, Barcelona

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Intent-Based International Keyword Research - International Search Summit, Barcelona

  1. 1. SLIDESMANIA.COM
  2. 2. SLIDESMANIA.COM I’M LAZARINA. HI. I’m just someone that loves incorporating search intent into keyword research and content strategy. 2
  3. 3. SLIDESMANIA.COM AND, HONESTLY, I’M NOT ALONE. 3
  4. 4. SLIDESMANIA.COM HAVE YOU SEEN THIS? 4
  5. 5. SLIDESMANIA.COM NO DOUBT YOU HAVE. 5
  6. 6. SLIDESMANIA.COM 6
  7. 7. SLIDESMANIA.COM SO, LET’S TALK ABOUT THIS. ● What is search intent and why is it important? ● How can you classify for search intent yourself in Google sheets and Google Data Studio? ● How to adapt your strategy in international campaigns and in different industries? ● How to use search intent in content creation and strategy? 7
  8. 8. SLIDESMANIA.COM WHY SEARCH INTENT? 8
  9. 9. SLIDESMANIA.COM ACCORDING TO ACADEMIC STUDIES... 75% of queries can be classified into a single category of user intent 25% of queries can be attributed to more than one search intent. 75% 25% 9
  10. 10. SLIDESMANIA.COM WHAT ARE THE MAIN TYPES OF INTENT IN SEARCH? 10
  11. 11. SLIDESMANIA.COM INFORMATIONAL SEARCH INTENT Indicating an intent to locate a particular topic or information snippet, which can help them satisfy an informational need they are struggling with. 11
  12. 12. SLIDESMANIA.COM NAVIGATIONAL SEARCH INTENT Demonstrating a desire to locate information or pages, related to an institution or organisation they are already brand-aware of. 12
  13. 13. SLIDESMANIA.COM TRANSACTIONAL SEARCH INTENT Demonstrating a desire to obtain something other than the information, typically performing a web-mediated transaction. 13
  14. 14. SLIDESMANIA.COM BUT WAIT… THERE'S MORE 14
  15. 15. SLIDESMANIA.COM COMMERCIAL SEARCH INTENT Demonstrating a desire to perform a comparative evaluation of organisations they are already aware of. In the search process, they might also be introduced to similar institutions in the same niche that can satisfy their transactional intent. 15
  16. 16. SLIDESMANIA.COM LOCALISED SEARCH INTENT Indicating the desire to complete a transaction or an effort to find a solution to a recognised need that is close in physical and geographical proximity to the user. 16
  17. 17. SLIDESMANIA.COM WHY IS THIS IMPORTANT? 17
  18. 18. SLIDESMANIA.COM 18 SEARCH INTENT FUNNEL CORRESPONDS WITH CONVERSION FUNNEL.
  19. 19. SLIDESMANIA.COM Understanding the query is the first step in evaluating the task. - Google 19
  20. 20. SLIDESMANIA.COM UNDERSTANDING INTENT WILL ENABLE YOU TO WRITE PAGES THAT FULFIL IT. 20
  21. 21. SLIDESMANIA.COM HOW TO CLASSIFY KEYWORDS BASED ON SEARCH INTENT 21
  22. 22. SLIDESMANIA.COM 22 VIA DATA STUDIO (💡) ✅ Easy to set-up ✅ Clear to communicate ✅ Free(-ish) ✅ Enables multiple data sources ✅ Interactive ❌ Research needed ❌ Shows all opportunities
  23. 23. SLIDESMANIA.COM 23 VIA FORMULAS IN GOOGLE SHEETS ❌ Easy to set-up ❌ Clear to communicate ✅ Free ✅ Enables multiple data sources ❌ Interactive ❌ Research needed ✅ Shows all opportunities
  24. 24. SLIDESMANIA.COM 24 VIA PAID TOOLS (Eg. SEMRUSH) ✅ Easy to set-up ✅ Clear to communicate ❌ Free ❌Enables multiple data sources ✅Interactive ✅Research needed? - No. ✅ Shows all opportunities
  25. 25. SLIDESMANIA.COM 25 VIA SOME SORCERY (?) ✅ Easy to set-up ❌ Clear to communicate ✅ Free ❌Enables multiple data sources ❌Interactive ✅Research needed? ❌ Shows all opportunities
  26. 26. SLIDESMANIA.COM THE NITTY-GRITTY 26
  27. 27. SLIDESMANIA.COM 27 FILTER BASED ON KEYWORDS THAT INDICATE INTENT
  28. 28. SLIDESMANIA.COM 28 IN DATA STUDIO, USE THE FILTERS OR CREATE A CUSTOM DIMENSION
  29. 29. SLIDESMANIA.COM 29 IN SHEETS, USE A FORMULA
  30. 30. SLIDESMANIA.COM 30 PRIORITIZE. - ANALYSE SEARCH INTENT INDICATED IN YOUR TITLES - USE IF/ELSE TO PRIORITISE INTENT CATEGORY LABELS
  31. 31. SLIDESMANIA.COM 31 INCORPORATE OTHER METRICS.
  32. 32. SLIDESMANIA.COM WHAT SHOULD YOU CONSIDER FOR INTERNATIONAL KWR? 32
  33. 33. SLIDESMANIA.COM All queries have a task language and task location. 33
  34. 34. SLIDESMANIA.COM LANGUAGE CAN BE TRICKY DUE TO REASONS SUCH AS: -SAME WORDS IN DIFFERENT LANGUAGES MEAN DIFFERENT THINGS (💡) -IDIOMS - HOMONYMS AND HOMOGRAPHS 34
  35. 35. SLIDESMANIA.COM SIMPLY TRANSLATING THE KEYWORDS IS NOT ENOUGH. 35
  36. 36. SLIDESMANIA.COM WHAT ABOUT LOCATION? 36
  37. 37. SLIDESMANIA.COM USERS IN DIFFERENT LOCATIONS MAY HAVE DIFFERENT EXPECTATIONS FOR THE SAME QUERY. 37
  38. 38. SLIDESMANIA.COM 38 CULTURAL DIFFERENCES AFFECT SEARCH (💡)
  39. 39. SLIDESMANIA.COM 39
  40. 40. SLIDESMANIA.COM KEY TERMS RARELY TRANSLATE 1:1 40
  41. 41. SLIDESMANIA.COM EXPLICIT LOCATION ≠ LOCALE Sometimes the explicit location matches the user location or locale, and sometimes it doesn't. 41
  42. 42. SLIDESMANIA.COM INTENT IS IMPORTANT 42 Single keyword intent is difficult to determine, but can be via collective search trends per location, paired with user location, interests.
  43. 43. SLIDESMANIA.COM WHAT TO DO? 43
  44. 44. SLIDESMANIA.COM 44 USE REGEX STRATEGICALLY. Translate only the filter keywords of the four main categories. Enhance the filters with keyword alternatives, variations, localised expressions, and other
  45. 45. SLIDESMANIA.COM 45 INCORPORATE TRENDS DATA & ANALYTICS DATA. Use different data sources for keyword research. Use Google Analytics to analyse user behaviour and site interactions from this location.
  46. 46. SLIDESMANIA.COM 46 BEWARE OF DISCREPANCIES. Try to understand search behaviour in the country via Google Trends. Research variations in all local languages
  47. 47. SLIDESMANIA.COM 47
  48. 48. SLIDESMANIA.COM CONSULT AN SEO LOCALISATION EXPERT. 48
  49. 49. SLIDESMANIA.COM INDUSTRY ADAPTATION IS EQUALLY IMPORTANT. 49
  50. 50. SLIDESMANIA.COM INTENT IS EXPRESSED DIFFERENTLY IN DIFFERENT INDUSTRIES. 50
  51. 51. SLIDESMANIA.COM FOR INSTANCE, TRANSACTIONAL IS... 51
  52. 52. SLIDESMANIA.COM 52 ...IN ECOMMERCE: Buy|price|purchase|pricing cheap|expensive recommendation|recommended near me|firm|coupon|order
  53. 53. SLIDESMANIA.COM ...IN SAAS: Price|pricing|plans|features alternative|support signup|demo request|trial|free trial License|product key|API key 53
  54. 54. SLIDESMANIA.COM ...IN SERVICE INDUSTRY: call|book|contact|reach|find services|what we do|work|portfolio|solutions Pricing|demo|testimonials consultancy|operations 54
  55. 55. SLIDESMANIA.COM 55
  56. 56. SLIDESMANIA.COM BUT HOW? 56
  57. 57. SLIDESMANIA.COM FIND OUT WHAT’s UNIQUE ABOUT THE INDUSTRY. Do people search for information differently? What are the key competitors in the industry? What characteristics are important for users? How are competitors evaluated? What words do people and companies use to illustrate closing a deal? How does a conversion look like? 57 Is local search important?
  58. 58. SLIDESMANIA.COM WHAT ABOUT SEARCH INTENT IN CONTENT CREATION? 58
  59. 59. SLIDESMANIA.COM GET AN OVERVIEW OF THE KEYWORD CLUSTER. 59
  60. 60. SLIDESMANIA.COM FIND THE SEARCH INTENT KEYWORD DISTRIBUTION IS FOR A RELATED KEYWORD 60
  61. 61. SLIDESMANIA.COM SEARCH KEYWORDS BY TYPE OF SERP FEATURE. 61 The SERP feature filter allows searching by type of SERP feature.
  62. 62. SLIDESMANIA.COM OPTIMIZE THE SITE’S MAIN PAGES, BASED ON THE TYPE OF INTENT THEY SERVE 62 Resource Pages → Informational Intent Company Pages → Navigational Intent Product Pages → Transactional Intent Resources Blog posts Guides Listicles Product Pages Solution Pages What we do / Services Portfolio Company Values, Aims, and Philosophy pages Careers Page Our Culture Page About us / Our Approach People / Team Page Author / Contributor Pages Homepage Request a quote / Contact Form Competitor Comparisons White Papers Case Studies
  63. 63. SLIDESMANIA.COM KEY TAKEAWAYS 63 🔥 Everyone is using search intent now, and maybe so should you? 🔥 There are three main types of intent, but many opportunities to niche down 🔥 Understanding intent and incorporating it into the content creation processes can help you build a better UX, which will likely lead to more sales, too 🔥 There are different ways to classify intent of keywords, choose the one that suits your preference 🔥 Search intent can be applied into international KWR and in different industries, but adapting and research is inevitable
  64. 64. SLIDESMANIA.COM THANK YOU! 64
  65. 65. SLIDESMANIA.COM RESOURCES. Data Studio Dashboard Template: Search Intent Keyword Classifier Tutorial: Supercharge Your Keyword Research Process By Incorporating Search Intent Classification Intent-based International Keyword Research (process write-up): How To Do International Keyword Research, Incorporating Search Intent 65
  66. 66. SLIDESMANIA.COM CREDITS. Presentation Template: SlidesMania Images: Unsplash, GETSTAT, Giphy 66

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