Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs. To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates to them. Register now for the next sponsored Search Engine Journal webinar. Anna Charity, Senior Product Marketing Manager at CallRail, will share three ways you can use your own customer data to drive more qualified, high-converting leads. In this presentation, you will learn: - Why you need to care about customer intent. - What messaging actually resonates and drives a lead to call, text, chat, or submit a form to your business. - Actionable tips to boost lead quality with SEO user intent.

1. #SEJWebinar
Anna Charity
Senior Product Marketing Manager
Lance Bachmann
Founder & CEO of 1SEO
Introductions

2. 3 Powerful Ways
SEO User Intent Drives
Higher Lead Quality
(and how to optimize it)
Anna Charity & Lance Bachmann
#SEJWebinar

3. • Polls
• What is user intent & why is it important?
• #1 Using user intent to improve customer experience
• #2 Leverage data to make informed, data-driven updates to your content
• #3 Increase time on site and conversion rates
Agenda
#SEJWebinar

4. Poll #1
#SEJWebinar
Is tracking the results of your
marketing important to you?
● Yes, and we do this effectively
● Yes, but I’m not currently tracking my campaigns outside of
Google Analytics
● No, we think what we’re doing works

5. What is
user intent?
#SEJWebinar

6. #SEJWebinar
The main goal a user has when
typing a query into a search engine.
What is user intent?

7. #SEJWebinar
● Informational
● Commercial
● Navigational
● Transactional
Common Types of User Intent

8. #SEJWebinar
For example, your AC cuts out in the middle of the
summer, you search “24/7 HVAC repair” while your
husband searches “AC repair near me”
What is user intent?

9. Why does user
intent matter?
#SEJWebinar

10. #SEJWebinar
Simply put: meeting a customer’s User (Search) Intent is Google’s #1
goal.
To have a successful SEO and content marketing strategy, User Intent
needs to be a crucial part of that.
Why does user intent matter?

11. #1 Using user
intent to
improve
customer
experience

12. #SEJWebinar
#1 Using user
intent to improve
customer
experience
Challenge / Opportunity
• Center City Emergency Dentist client
• Biggest adjustment: cut through the
fluff and get to the most important
answers
• Messaging and content geared to a
specific type of user to answer
questions and provide next steps

13. #SEJWebinar
#1 Using user
intent to improve
customer
experience
Results / Outcome
● Led to great rankings, including
#1 position for "emergency
dentist in Philadelphia"
● Success in the SERPs while
delivering very qualified leads
to our client.

14. #2 Leverage
data to make
informed, data-
driven content
updates

15. #SEJWebinar
#2 Leverage data
to make
informed, data-
driven content
updates
Using Search Console
Search Console is a great way to uncover
what queries your site (or a particular
page you want to rank) are getting
impressions and clicks for.
Decide if your page actually does a good
job with answering those user's needs.

16. #SEJWebinar
#2 Leverage data
to make
informed, data-
driven content
updates
Using Search Console
Segment Search Console data to be
question focused
○ Fast way to see what questions your users are
searching that may be tied to your industry.
○ Provide a clear, concise answer to those questions to
better rank in the future.
○ Google Analytics can tell you a lot about whether or
not your page is meeting people's intent.

17. #SEJWebinar
#2 Leverage data
to make
informed, data-
driven content
updates
Using Search Console
Does your page have a low time on page and high
bounce rate?
■ You may be ranking for something but when users get
to your page they leave immediately due to not getting
what they thought they were.
■ Indicator to make updates.

18. #SEJWebinar
Challenge / Opportunity
• 800 gambler client
• Huge shift to mobile and online gambling
• Opportunity to educate users who were trying to
justify online gambling due to it seeming less
dangerous than visiting an actual casino
• Laid out tons of great stats, sources, videos, and
infographics into one all encompassing blog
#2 Leverage data
to make
informed, data-
driven content
updates

19. #SEJWebinar
Results / Outcome
● Took the #1 position for very
relevant terms such as "is online
gambling dangerous"
● Able to get ahead of the curve
and answer a lot of great
questions
#2 Leverage data
to make
informed, data-
driven content
updates

20. Poll #2
#SEJWebinar
Do you know what the ROI of
your multi-channel marketing is?
● Yes!
● Sort of, a little, maybe?
● No, it’s so difficult to understand what’s working!

21. #SEJWebinar
Challenge / Opportunity
• Hutchinson Heating, Cooling, Plumbing, Energy
Services client
• By addressing multiple different kinds of smells for
different problems we aimed to address everyone's
concerns.
• A lot of companies that try to rank for terms like
this and other common HVAC problems tend to
lean too heavily on the "Call us today" resolution vs.
educating users on what may actually be
happening.
#2 Leverage data
to make
informed, data-
driven content
updates

22. #SEJWebinar
Results / Outcome
● Blog post that has amassed nearly 100,000
visits since its inception and targets a very
specific type of user intent
● Ranks #1 (and has the featured snippet)
● The blog converts at over 3% which for a
blog post for a local company is pretty
unheard of.
#2 Leverage data
to make
informed, data-
driven content
updates

24. #3 Increase
time on site
and conversion
rates

25. #SEJWebinar
#3 Increase time
on site and
conversion rates
● Core Vitals
○ What are they?
○ Why do you need to care about them?
● Take advantage of proper page structure and
layout
● In today's age users are skimmers and are
coming to your site to get an answer or meet a
need

26. #SEJWebinar
#3 Increase time
on site and
conversion rates
● By laying out your page in an organized and
succinct manner you not only make it easier to
understand for users but also for bots crawling
your site.
● Using subheadings correctly and creating a nice
flow of information will ultimately help the page
rank and perform stronger.

27. Poll #3
#SEJWebinar
Are you interested in a tool to help you
prove the ROI of your multi-channel
marketing campaigns?
● Yes! I would love to hear more.
● No, I’m already tracking the sources driving my calls, texts, form
submissions and chats, i’m good!