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How To Get High Quality Search Traffic



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A webinar presentation I prepared for Etohum startups on 12/2/2015.

This webinar originally started as a presentation on "how to get more high quality traffic". As I was working on this topic and checking conversion analytics, I realized that a big percentage of my conversions are driven by search traffic (SEO). I'm sure most people want more search traffic for their businesses so I've focused this presentation on how you can get more high quality search traffic for your business.

In this presentation, you'll learn about what SEO has become in 2015, how to launch your own SEO-driven content, and what metrics you should be measuring your SEO content with.

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How To Get High Quality Search Traffic

  1. 1. How to get high quality search traffic @bernardjhuang
  2. 2. I am Bernard Huang I’m currently a SEO & SEM consultant at Mushi Labs. I was the growth hacker at 42Floors where I focused on driving tons of organic traffic to our website. You can find me at @bernardjhuang. Hello!
  3. 3. Agenda 1. What is high quality search traffic? 2. State of SEO in 2015 3. What is content? 4. How to run a SEO-driven content campaign
  4. 4. What is high quality search traffic? People who come from an organic search channel to your website that convert. 1
  5. 5. High quality search traffic is different for every business.
  6. 6. I want more ________.
  7. 7. More people buying stuff from me.
  8. 8. More pageviews and leads for businesses in my directory.
  9. 9. More people reading and sharing my content.
  10. 10. More people reading my content and clicking on my affiliate links.
  11. 11. More people paying for my SaaS.
  12. 12. More people reading and subscribing to my emails.
  13. 13. High quality search traffic = People who come from organic search that convert.
  14. 14. The State of SEO in 2015 Focus on satisfying the user and all else will follow. 2
  15. 15. Google’s original mission
  16. 16. From a 2015 Moz Survey 150 search experts were asked to weigh the impact of ranking signals for SEO. 6 of the top 8 factors are related to satisfying user intent with good user experience.
  17. 17. 4 of the top 5 ranking factors were related to backlinks. The other top ranking factor was keyword usage. This is drastically different than what search experts were saying in 2009
  18. 18. Creating content that satisfies a user’s search intent. Current SEO =
  19. 19. Good News ● Content that satisfies a user’s search intent will organically rank despite having limited backlinks, social signals or domain authority. Bad News ● Content that satisfies a user’s intent is more time consuming and expensive to produce compared to creating keyword-stuffed content. Good news and bad news
  20. 20. What is content? Just about anything that is published online. 3
  21. 21. Content can be...
  22. 22. Your product
  23. 23. Information about your business
  24. 24. User generated
  25. 25. Articles
  26. 26. Videos
  27. 27. Tools
  28. 28. Data
  29. 29. ● Your product ● Information about your business ● User generated ● Articles ● Videos ● Tools ● Data ● And just about anything published online. Content can be:
  30. 30. Ultimately, people are on the internet to consume content.
  31. 31. But, how do we connect this with this?
  32. 32. SEO-driven content Content created specifically to target what people are searching for. [how to play guitar]
  33. 33. To get high quality search traffic, create content that fulfills the searcher’s intent.
  34. 34. How to run a SEO-driven content campaign Figure out what people are searching for and create content that solves their problems. 4
  35. 35. SEO-driven content campaign keyword research content creation
  36. 36. Keyword research is the most important part of a SEO-driven content campaign because it ● calculates an approximate amount of search traffic you expect to capture ● identifies the high intent keywords that are most likely to drive conversions ● defines what your content is going to be about Keyword research
  37. 37. Keyword research (example) ● Get ideas on how to target the keyword [email marketing]. ● Ubersuggest takes Google’s search suggestions and makes a list of the top 10 keyword suggestions.
  38. 38. Keyword research (example) ● Use Google’s Keyword Planner Tool to get search volume data on the list of keyword ideas from Ubersuggest.
  39. 39. ● Export as CSV and figure out which keywords are relevant for your business and group them into content categories. Keyword research (example)
  40. 40. ● The content categories define what types of content people are looking for and the keywords now define sub-headers in the content. ● You must now carefully craft content that satisfies the user’s intent. Content creation
  41. 41. [how to play a guitar] ● Google cares a lot about giving users a great search experience. ● If the search query is better resolved with a local search result or video, then they’ll display it. Content creation (cont.) [lunch]
  42. 42. So the question is, would you be satisfied with your own content given the keywords you’re targeting?
  43. 43. If someone visits your content from the search results page of a search query and it doesn’t satisfy their needs… ● Google will know that they came back to the search results page, clicked on another result, and if that result satisfied the user’s intent. Content creation (cont.)
  44. 44. Google analytics view of organic traffic by landing page
  45. 45. “It appears that people are satisfied with the result”
  46. 46. “Hmmm, I don’t know about these…”
  47. 47. See a correlation between engagement metrics and search traffic?
  48. 48. ● Focus on satisfying the user and all else will follow. ● Use keyword research to drive content creation and identify high intent keywords. ● Google is using user engagement metrics to grade how good your content is in comparison with everything it’s indexed. Concluding thoughts
  49. 49. Any questions ? You can find me: ◉ @bernardjhuang ◉ ◉ Thanks!