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It's A Stitch Up! Sewing Up Consumer Intent With Keywords

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Big question! What does UX and Marketing have to do with SEO?

We type our thoughts, fears, dreams, and questions into Google. Just think about all the things you’ve typed into that little search box, and how you might feel if people could see what you were asking our favourite search engine? Maybe a little nervous?

It’s quite telling isn’t it, someone’s search history, and that’s because you know that no one will see it, ever. You can just whip out your phone and find the answer.

As a business, surely you’d want to be found for every stage of the journey?

You need to match your content and landing pages to your users intent, so how do you do that?

This talk walked through The Consumer Cross Stitch, a new model developed by The Coloring in Department that can be used to identify the types of queries, keywords and modifiers that your audience are typing into Google.

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It's A Stitch Up! Sewing Up Consumer Intent With Keywords

  1. 1. Aiden Carroll
 @Aiden__Carroll The Coloring In Department It’s A Stitch Up! Sewing Up Consumer Intent With Keywords https://www.slideshare.net/ TheColoringInDepartment
  2. 2. INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE WHO IS AIDEN CARROLL? Aiden_ _Carroll linkedin.com/in/aidencarroll aiden@thecoloringindepartment.com thecoloringindepartment.com
  3. 3. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Why are we talking about UX & Marketing
  4. 4. INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn Can I Take Your Order? UX vs Marketing - A Tindr Match Made In Heaven 
 The Consumer Cross Stitch© The Process Bonus Round: Content & Reporting Free Stuff For You
  5. 5. INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn ONWARDS - TO THE GOODS
  6. 6. © THE COLORING IN DEPARTMENT 2018 @ColoringIn What is a persona?
  7. 7. © THE COLORING IN DEPARTMENT 2018 @ColoringIn LANGUAGE BARRIER Be careful to avoid words that your customer may know, but don’t ever actually use. A company claiming that it is “multi- platform” or their website is “responsive for all devices” is industry jargon. How does your customer actually speak? THINK AND FEEL What are the customers’ hopes, fear, and dreams? What do they think about during the day? SAY AND DO How do your customers act? Where do they speak out? Do they use social media? SEE What does the customer environment look like? What do they see? HEAR Who influences the customer? Celebrities? Their
  8. 8. © THE COLORING IN DEPARTMENT 2018 @ColoringIn THINK AND FEEL What are the customers’ hopes, fear, and dreams? What do they think about during the day?SAY AND DO How do your customers act? Where do they speak out? Do they use social media? SEE What does the customer environment look like? What do they see? What’s around them? Cities? Countries? HEAR Who influences the customer? Celebrities? Their friends?
  9. 9. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Unaware Pain or Problem Aware Solution Aware Product Aware Most Aware Brand Focused Keywords Brand and Non Brand Focused Keywords Non Brand Focused Keywords And Then Turn That To Keyword Thinking
  10. 10. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Consumer Cross Stitch © (Better way *cough*) STAGE OF AWARENESS KEYWORD MODIFIERS CUSTOMER EMPATHY MAP SERPS URLS Pain or Problem Aware What Where How Who Why Think & Feel /what-is… Solution Aware Best Types Review See /best… Product Aware Local 
 (city etc) Branded Hear /near… Most Aware Brand Buy Appointment Deals Discount 
 Code Say & Do /buy… $9.99
  11. 11. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Stages of Awareness: Pain aware STAGE OF AWARENESS: Pain or Problem Aware KEYWORD MODIFIERS: What should look for in a Tokyo hotel? How to find a great hotel in Tokyo? Why do you need a view from the room? What is the breakfast all you can eat thing called? Which hotel is in Lost In Translation? CUSTOMER EMPATHY MAP: THINK & FEEL URLS company.com/which-hotel-is-in-lost-in-translation KEY MESSAGE FOR YOUR CONTENT? Is this a problem for people like me? What’s wrong with what I am doing now? SERP RESULT
  12. 12. URLS company.com/top-jazz-hotel-tokyo © THE COLORING IN DEPARTMENT 2018 @ColoringIn Stages of Awareness: Solution aware Solution Aware Best hotels in Tokyo Types of hotel in Japan Best onsen Top Jazz hotels Tokyo SEE What is the impact in using your product or service? My life with your product? My experience with your product? 
 Can you show me your solution in action? STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: KEY MESSAGE FOR YOUR CONTENT? SERP RESULT
  13. 13. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Stages of Awareness: Product Aware Product Aware Park Hyatt Shinjuku Family Room Imperial Hotel Japan Location Hyatt near Shinjuku HEAR Am I making the right decision? What do experts say about you? What do other customers say about you? Can you show me evidence? STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/park-hyatt-shinjuku-family-room KEY MESSAGE FOR YOUR CONTENT? SERP RESULT
  14. 14. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Stages of Awareness: Most Aware Most Aware Hilton Tokyo v Park Hyatt Book room Park Hyatt Hyatt loyalty club discount Discount code Park Hyatt SAY & DO How will it be delivered? Ts & Cs? Remind me why I am saying ‘yes’ to you! STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/hilton-tokyo-vs-park-hyatt KEY MESSAGE FOR YOUR CONTENT? SERP RESULT $9.99
  15. 15. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  16. 16. INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn BONUS ROUND
  17. 17. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 29th June 2018- 29th July 2018 SEO REVIEW -Google -Bing -Yahoo! WHERE DOES OUR SEO TRAFFIC COME FROM? WHICH PAGES DO THEY LAND ON? GOAL # GOAL # DID THEY CONVERT? Previous Period HOW MANY USERS COME FROM SEO? USERS NO # Previous Period/Days DID THEY CONVERT? PAGE PAGE TITLE NO OF USERS ###### ###### /url-address Title Tag ###### /url-address Title Tag ###### /url-address Title Tag ###### GOAL # GOAL # Previous Period Headers explain the detail, don’t make them think! Display data in pie chart to quickly see the share of traffic from different search engines Select your report on users or sessions, but make it clear in the report which metric you are using Add an option to switch between properties and views Option to change data range. Tip: agree on date range for report e.g. 7/14/28/30 days etc Provide goals as a % and actual number of goals eg 2% conversion = 12 goals completed etc Give context, show goals from previous year and/or previous periods Show macro and micro goals If you pull in data on your visitors keep it consistent with the other data points, or if you change, make it clear in the heading e.g. this is Users to the site or Session on the site Make data easy to view in tables, using bars or heatmaps Add filters to your data studio report to only show traffic from medium = organic, to avoid any data issues Title of report
  18. 18. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Keyword research tools https://bit.ly/2Kk1c0r
  19. 19. Data Studio Is A Babe
  20. 20. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Consumer Cross Stitch © (Better way *cough*) CONTENT GROUP Supporting Content Features & Options Value Proposition BUY!!
  21. 21. Conclusion
  22. 22. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Want a load of templates to do this? YEAH YA DO! Go here: http://bit.ly/AidenBSEO

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