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“Semantic search is how search engines discern context and user intent to return more definitive answers, rather than [a] hierarchical list of guesses”
http://contentmarketinginstitute.com/2014/03/owned-paid-earned-content-strategy-seo/
Christopher Baldock](https://image.slidesharecdn.com/auser-centredapproachtobuildingcontentfortrafficlinks-141128091434-conversion-gate02/75/A-User-Centred-Approach-to-Building-Content-for-Traffic-Links-7-2048.jpg)
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A User-Centred Approach to Building Content for Traffic & Links
The document highlights the importance of a user-centered approach to content creation in order to enhance visibility and engagement online. It outlines strategies for understanding user intent throughout the buying cycle, emphasizing the need to write for search queries instead of merely focusing on keywords. Various tools and methods for conducting user research and keyword analysis are also discussed to align content more effectively with user needs.
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A User-Centred Approach to Building Content for Traffic & Links
- 1. A USER-CENTRED APPROACHTO BUILDING CONTENT FOR TRAFFIC & LINKS A SEMRush webinar –27thNovember 2014
- 2. Charlie Williams Consultant @whitedotnet
- 3. @pagesauce Get theslides! http://slidesha.re/1Fwp3MX
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- 5. @pagesauce User-centeredkeyword &topic research
- 6. @pagesauce The riseof contextual, or semantic, search http://moz.com/blog/topic-modeling-semantic-connectivity-whiteboard-friday
- 7. @pagesauce “Semantic searchis how search engines discern context and user intent to return more definitive answers, rather than [a] hierarchical list of guesses” http://contentmarketinginstitute.com/2014/03/owned-paid-earned-content-strategy-seo/ Christopher Baldock
- 8. @pagesauce “User-centereddesign triesto optimize the product around how users can, want, or need to use the product” http://en.wikipedia.org/wiki/User-centered_design
- 9. @pagesauce Better UXthinking= Better organic visibility
- 10. @pagesauce Add moredepth / relevancy to existing content Create new content targeting new terms
- 11. @pagesauce Building contentfor audiences, not keywords (sort of)
- 12. @pagesauce Content developmentas a discipline
- 13. @pagesauce So, howdo we find user-centeredcontent?
- 14. @pagesauce Use theentire buying cycle
- 15. @pagesauce The 4stages of the online buying process Awareness Consideration Intent Decision https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
- 16. @pagesauce In 2007(!), I identified 4 segments of user intent Navigational Queries: •Visiting a pre-determined destination •Sourcing the “correct” website URL Informational Queries: •Researching non-transactional level of information •Getting quick answers Commercial Investigation: •Starting to understand •Discovering options for future transactions Transactional: •Uncovering a potential supplier •Completing a task/making a purchase online http://moz.com/blog/segmenting-search-intent
- 17. @pagesauce These 2breakdowns combine to show the opportunity
- 18. @pagesauce Awareness Decision Decision Intent Awareness Consideration Intent Decision Navigational Informational Transactional Investigation
- 19. @pagesauce Awareness Decision Decision Intent Awareness Consideration Intent Decision Navigational Informational Transactional Investigation
- 20. @pagesauce Awareness Decision Decision Intent Awareness Consideration Intent Decision Navigational Informational Transactional Investigation
- 21. @pagesauce Don’t writefor KEYWORDS, write for SEARCH QUERIES
- 22. @pagesauce Enough theory:Where’s the data?
- 23. @pagesauce Ideas xvolume / feasibility = win
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- 25. @pagesauce Find theproduct experts
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- 27. @pagesauce User research& personas
- 28. @pagesauce SurveyMonkey www.surveymonkey.com Polldaddy polldaddy.com/ SurveyGizmo www.surveygizmo.com
- 29. @pagesauce Internal searchqueries
- 30. @pagesauce Stealing fromyourcompetitors
- 31. @pagesauce Competitor keywordresearch
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- 35. @pagesauce Opportunity keywords •Who are the users of the document? •What are the users’ tasks and goals? •What functions do the users need from the document? •What information might the users need, and in what form do they need it? •How do users think the document should work?
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- 37. @pagesauce KeywordToolwww.keywordtool.io Sometools for finding Suggest keywords SEO Review Toolsseoreviewtools.com/seo-keyword-suggestion-tool/ Übersuggestubersuggest.org/ http://white.net/blog/tools-suggest-way-better- content-marketing-ideas/
- 38. @pagesauce Don’t writefor KEYWORDS, write for SEARCH QUERIES
- 39. @pagesauce Get thesearchvolumes
- 40. @pagesauce Is itfeasible?
- 41. THANK YOU CharlieWilliams @pagesauce charlie@white.net @whitedotnet