Inbound2021_KillerSEOWithProductDesign_TonyVerre.pptx

Killer SEO Strategies Through
Product Design Methodology
Tony Verre

AGENDA
• A Quick SEO History
Lesson
• What’s E.A.T.?
• The New SEO is User-
Centered
• Search Need States &
Personas
• Product Design
& SEO
• Q&A

Tony Verre
VP, Digital
• Over 12 years of SEO and digital
marketing experience
• Created and executed digital,
eCommerce, and SEO strategy
for several of the Top Fortune 100
• Former High School English teacher
& Army veteran
#EXPERIENCE #FUNFACTS
• I’m a part-time soccer taxi
• I’m a HUGE sci-fi and comic nerd;
Tenet was phenomenal
• I’m a published poet and author
• Trained improviser and sketch writer
/in/TonyVerre TonyVerre

HUMMINGBIRD CHANGED EVERYTHING
In 2013, Google moved its core
algorithm from keywords in strings
to semantic search.
For the better part of a decade,
Google has shifted focus from
keywords to a more holistic view of
entities and search intent to provide
more relevant answers to more
complex queries. 2013

KEY GOOGLE ALGORITHMS
PANDA
Focus on promoting high-
quality sites, high-quality
user experiences, and
E.A.T. content
PENGUIN
Focus on sites
spamming its search
results by buying links or
obtaining them through
link networks
2011 2012

KEY GOOGLE ALGORITHMS
RANKBRAIN
ML/AI process used to
help process and rank
search results and
help better interpret
complex, multi-word
conversational queries
B.E.R.T
Neural network-based
technique for natural
language processing
better understand the
nuances and context of
words in searches
2015 2019

FROM “STRINGS” TO “THINGS”
WEB PAGE
Lorem Ipsum Sit Dolor
Sit Dolor Amet
Consectetur Adipiscing Elit
Keyword Strings Entities Consumer Intent
Transactional
Informational
Navigational
MAIN
CATEGORY
TOPIC
1
TOPIC
2
TOPIC
4
TOPIC
3

FOR GOOGLE IT’S ALL ABOUT E.A.T
135
Times*
*https://www.rankwatch.com/blog/google-eat-seo/
Google Search Quality Raters Guidelines

WHAT IS E.A.T & WHY IT MATTERS
E.A.T.’s primary focus is
high-quality content that
answers users’ queries
and provides user-
focused, authoritative,
expert content.

WHAT IS E.A.T & WHY IT MATTERS
Authority
People know you, know your
background, and look to you as a
leader in your industry. They accept
you as a good source of information.
Trust
Being a trustworthy expert and source
means people can trust you to provide
honest information that is accurate.
Expertise
Is the creator of the content on
the page an expert on the topic?

YMYL CONTENT & WHY IT MATTERS
Your Money or Your Life (YMYL)
content can directly affect or impact
the user’s happiness, health,
safety, or financial stability.
This content must provide accurate,
truthful, and expert advice.

WHAT KIND OF PAGES ARE YMYL PAGES?
• News & current events
Business, science, politics, and technology
• Government, Law, & Civics-Related
Voting, social services, legal issues, government bodies
• Financial advice
Taxes, retirement, investments, loans, etc.
• Shopping & Product Information
• Medical Advice
• Information on People

KEYWORD-DRIVEN SEO IS VANISHING
“Not Provided”: 2011 - Present
Removed organic keyword data averages
over 95%*
Volume Ranges: 2016 – Present
Google KW Planner removes estimated
monthly volumes with ranges of volume
(e.g., 10 – 100 or 1K – 10K)
Not Significant Queries: 2020 – Present
Google Ads removes queries and keyword terms
with “not significant” data
*https://keyword-hero.com/blog/why-is-keyword-not-provided-in-google-analytics

WHAT IS USER-CENTERED SEO?
Content must focus on USER
NEEDS & PAIN POINTS with
products and services
Content NEEDS TO ANSWER
AND SOLVE needs and pain
with expert, trusted content
The USER’S NEEDS &
PAIN POINTS are at the
center, not keywords
The user must have a FAST &
INTUITIVE EXPERIENCE to
help accomplish their goals

DESIGN THINKING HAS A 40 YEAR HEADSTART
Design Thinking is first mentioned
in 1935 by John Dewey to solve
“wicked problems”.
It transforms in the Late 70’s to
design products and services that
put the user at the center, not the
product or service.
Ecosystems
Relationships
Moments

CUSTOMER MARKETING PERSONAS
What are marketing personas?
• Composite sketches of a key customer
segment or demographic
• Based on a blend of all customers in the
segment, not a single customer

CUSTOMER MARKETING PERSONAS
What type of information do
marketing personas deliver?
• Demographics
Age, gender, location, occupation, HHI, and household information
• Psychographics
Values, preferences, attitudes, and brand affiliations
• Media consumption
Brands they consume the most, media consumption frequency,
media platforms, websites, and eCommerce
• Goals & Challenges
Your customer’s goals related to your product or service and their
struggles with the current solution

WHAT ARE SEARCH NEED STATES?
A method to map and understand the
needs, behaviors and intents of
consumers searching for a product or
service by analyzing searchers’ self-
identified search need states.
Why do Search Need States Work?
No one lies to Google.

TOOLS FOR SEARCH NEED STATE ANALYSIS

SEARCH NEED STATES FINAL PRODUCT
Keyword Research Data
VITAMINS
Search Segment Avg. Monthly Volume
Specific Vitamins 3,014,760
Misc. 930,860
Vitamin B 718,800
Vitamin D 569,360
Biotin 236,120
Vitamin C 209,660
Folic Acid 206,140
Vitamin E 101,130
Vitamin Brands 762,490
Vitamin by Function 456,850
Prenatal/Post-Partum 139,000
Hair, Nails, Skin 136,710
Misc. 54,070
Eye Health 36,360
Weight Loss 26,900
Energy and Stress 20,540
Brain Health 19,870
Joint Health 16,490
Best Vitamins 380,210
Vitamin Health
& Research Qs
293,000
Search Need State Segments
Search Need States
& Size of the Prize

PRODUCT DESIGN
THINKING FOR SEO

WHAT IS PRODUCT DESIGN METHODOLOGY?
A human-centered approach that
integrates the needs of people,
technological possibilities and business
requirements to:
• Define the user problem(s)
• Develop a solution for the problem(s)
• Validate the solution with real users

3 PRODUCT DESIGN METHODOLOGIES FOR SEO
Double
Diamond
Moment
Mapping
Trigger
Mapping
Use the Fogg Behavior Model
to map Golden Behaviors that
lead to triggering action
Use the 5 Why’s
Method to discover
“why” and triggers
Get insight into user
problems, the areas to focus
on, and potential solutions

FOGG BEHAVIOR MODEL
PROMPT
ABILITY
MOTIVATION
BEHAVIOR
B
M A P
Dr. BJ Fogg’s model* to map
and understand any user
behavior. For any behavior
to occur, all three elements
of a behavior must converge
at the same time.
*Tiny Habits: The Small Changes That Change Everything, BJ Fogg, PhD

BEHAVIOR SWARMING & FOCUS MAPPING
Clarify The User Goal Behavior Swarm Map
1. What is the outcome or result the
product or category should create?
2. Interrogate your answer; is this really
what the user wants?
Clarifying the outcomes and true goal
allows us to better design an SEO solution
that meets these needs.
Outcome /
Result
Behavior
1
Behavior
2
Behavior
3
Behavior
5
Behavior
4
Use behavior swarming and focus mapping to get to the golden behaviors that trigger users.
Behavior
9
Behavior
6
Behavior
8
Behavior
7

Clarify The User Goal
1. What is the outcome or result the product or
category should create?
2. Interrogate your answer; is this really what the user wants?
Clarifying the outcomes and true goal allows us to better design an SEO
solution that meets these needs.

Behavior Swarm Map
Outcome /
Result
Behavior
1
Behavior
2
Behavior
3
Behavior
5
Behavior
4
Once the goal has been clarified, it
is time to ideate all the behaviors
that a user could potentially use to
get to the outcome or result.
Use “magic wanding” to be as
creative with user behaviors
as possible.
Behavior
9
Behavior
6
Behavior
8
Behavior
7
Behavior
10

Golden Behaviors are
user behaviors that they do
when hurried, unmotivated,
and imperfect.
Focus Mapping
High-Impact Behaviors
Low-Impact Behaviors
No –
Behavior is
too difficult
Yes –
Behavior can
be done
Behavior
9
Behavior
1
Behavior
5
Behavior
2
Behavior
3
Behavior
7
Behavior
6
Behavior
4
Behavior
8
Behavior
10

USING BEHAVIOR MAPPING FOR SEO
CREATE NEW USER-DRIVEN CONTENT
Use Golden Behaviors to create new, user-centered content. These are critical, key
behaviors of your customers. Connect your product or service to these Golden Behaviors.
USE LOWER IMPACT BEHAVIORS FOR ADDITIONAL CONTENT
While more difficult, additional content can be created from low impact behaviors –
connect those behaviors back to the product or service.
1
2

THE HOOKED MODEL & TRIGGER MAPPING
Hooked: How To Build Habit-Forming Products; Nir Eyal and Ryan Hoover
THE HOOK MODEL:
a series of consecutive
hook cycles that create
unprompted user
engagement to drive the
goal of consistent, repeat
user engagement.
The Hooked Model

TYPES OF TRIGGERS: EXTERNAL & INTERNAL
Trigger: is the actuator, or spark, of a behavior. People have both
internal and external triggers
External Triggers: These are external CTAs that
communicate what action the user needs to take next and
come in 4 types:
• Paid
• Earned
• Relationship
• Owned
Internal Triggers: The user’s mind creates the
trigger through emotions to alleviate pain.

USE THE 5 WHY’S TO SURFACE TRIGGERS
The 5 Why’s method is part of the
Toyota Production System and asks
“Why?” five times to a user problem.
By repeating why five times, the
nature of the problem as well as its
solution becomes clear.
The result of this exercise will leave
you with the user’s triggers that lead
to the behavior.

EXAMPLE: 5 WHY’S TO SURFACE TRIGGERS
Problem: Multiple customers have left 2-Star reviews for hair color product
Why: Hair was ruined and had to be fixed professionally
Why: The product directions were confusing
Why: Text-only directions; no imagery or video as help
Why: Not on the product detail page
Why: Video or imagery were not created
Root Trigger: No visual guides for product application

USING TRIGGER MAPPING FOR SEO
IDEATE ON CUSTOMER ISSUES
Ideate the known issues for a product or service. Ask question like:
• What types of customers usually complain and cause problems?
• Which customers do you wish acted differently? What different actions?
• Are there any target groups you want to interact with in a better way?
SURFACE CUSTOMER/USER TRIGGERS
Use the 5 Why’s method to drill down to the user’s trigger(s) that is not being met by
the product or service today.
1
2
REVIEW EXISTING CONTENT & CREATE NEW CONTENT
Review existing content to answer user’s triggers; create new content with the right media
mix for solving user’s pain points (long-form, video, images, etc.) if none exists today
3

WHAT IS THE DOUBLE DIAMOND MODEL?
Developed by the Design Council (UK), it is a design method framework
for both designers and non-designers that you can use to help create
solutions to problems of all sizes and types.
Problem
Discover Define Develop Deliver
Solution

DEFINING THE DOUBLE DIAMOND
Problem
Discover Define
What are the user pain points
and what do they and feel?
What are the user pain points to solve?
Where do these pain points
appear in the consumer journey?

DEFINING THE DOUBLE DIAMOND
Develop Deliver
Solution What solutions are available to solve pain points?
Ideate: list all the potential
solutions and ideas.
Quantity over quality.
What can be created and
what solutions will solve
the users’ needs.

DOUBLE DIAMOND EXAMPLE
Problem
Discover Define
• Hard to understand benefits
• No real-time alerts
• Hard to understand what product does
• Newsletter sign-up abandonment
• 50% return rate on product
• Clarify what the product is
• Clarify the pain points it solves
• Make the benefits of the product clear
• Content must be mobile-friendly

DOUBLE DIAMOND EXAMPLE
Develop Deliver
Solution
• User-centered content
• New responsive website
• Progressive Web Apps (PWAs)
• More visual media (video)
• Micro-Influencers | KOLs
• Free 30-day trial
• Search-optimized &
user-centered content
• Use more visual tutorials for
current customers
• Create benefit-driven visuals
for potential customers

USING THE DOUBLE DIAMOND FOR SEO
USE SEARCH NEED STATES & PERSONAS TO IDEATE
Based on your customer’s search need states and personas ideate on pain
points and problems they confront daily with your product or service
ADDRESS CONTENT-RELATED EXPERIENCES & INFORMATION
The Double Diamond method will surface multiple issues and solutions, some which may
not be addressable through content experiences – address what you can through SEO
1
2
BE THE TIP OF THE CROSS-FUNCTIONAL SPEAR
There will be pain points and solutions that will require collaboration with other disciplines
to address and solve user pain points – be catalyst to bring everyone together to solve
3

Inbound2021_KillerSEOWithProductDesign_TonyVerre.pptx

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