Agenda      OverviewIdentify Disconnects   Bridge the Gap  Using User Intent
Setting the Stage           What is search intent?           70% of users start with search engines for            infor...
Where is the Disconnect?4/29/2011                              3   WebsiteBiz
Changing Landscape – Unique, Sophistication           70% of queries have no exact-            match keywords           ...
…Disconnects cont’d           Spam – Content Farms           Limited Data             • Facebook           Lack of targ...
4/29/2011   6   WebsiteBiz
4/29/2011   7   WebsiteBiz
Bridge the Gap – Categorize your Keyword List                                               Source: Seomoz.org4/29/2011   ...
Build Categories into Keyword Research Charts                                                  Source: Seomoz.org4/29/2011...
Put User Intent to Work           It’s statistically valid           Understand human behavior           Identifies imp...
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User Intent

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User Intent

  1. 1. Agenda OverviewIdentify Disconnects Bridge the Gap Using User Intent
  2. 2. Setting the Stage  What is search intent?  70% of users start with search engines for information  18 billion searches a month in January (comScore)  Search Engines are Tools for User Intent  Keywords are Tools for Marketers  1 in 4 searches are successful • Some take 13 minutes to develop  54 billion unsuccessful searches a year4/29/2011 2 WebsiteBiz
  3. 3. Where is the Disconnect?4/29/2011 3 WebsiteBiz
  4. 4. Changing Landscape – Unique, Sophistication  70% of queries have no exact- match keywords  Queries are 3+ words… • per Google = 54.5% • per Hitwise = 35%  20% of searches each day are new or haven’t been completed in the last 6 months4/29/2011 4 WebsiteBiz
  5. 5. …Disconnects cont’d  Spam – Content Farms  Limited Data • Facebook  Lack of targeted messaging and landing pages  Ambiguity • Linguistics, Branding, Seasonality, Geography4/29/2011 5 WebsiteBiz
  6. 6. 4/29/2011 6 WebsiteBiz
  7. 7. 4/29/2011 7 WebsiteBiz
  8. 8. Bridge the Gap – Categorize your Keyword List Source: Seomoz.org4/29/2011 8 WebsiteBiz
  9. 9. Build Categories into Keyword Research Charts Source: Seomoz.org4/29/2011 9 WebsiteBiz
  10. 10. Put User Intent to Work  It’s statistically valid  Understand human behavior  Identifies important traffic and demand  Drives Information Architecture  Provides Content Model  Guides SEO and PPC Strategy  Fundamental shift: customers expect you to seek them out4/29/2011 10 WebsiteBiz

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