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How To Optimize SEO Landing
Pages For Search Intent
Clarissa Filius | Booming
https://www.slideshare.net/clarissafilius
@cl...
2
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
@clarissafilius
/in/clarissafilius
Who a...
3
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For Se...
4
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Informational Navigational Investigation...
5
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
So we can
cluster our
keywords
How To Op...
6
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
And scan the
SERP to find
which content
r...
7
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
But…
Optimizing for intent is
not ONLY a...
8
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
It should
also be
about
conversion
How T...
9
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
It’s about matching
everything on the
pa...
10
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Going
page by
page with
>500
pages….
Ho...
11
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How do you
implement this (at
scale)?
S...
12
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
1
Mapping
keywords by
intent
2
Analyze ...
13
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Mapping keywords by
intent
Step 1
How T...
14
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Informational Actional Navigational Inv...
15
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
You get the idea..
How To Optimize SEO ...
16
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Automate clustering to
save time Easy w...
17
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For S...
18
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Analyze data to find
opportunities
Step ...
19
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Map URLs by intent and
cluster
How To O...
20
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Analyze
traffic and
conversio
n per
clus...
21
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Make sure
you track all
conversion
goal...
22
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Intent + cluster
high traffic + low CR
=...
23
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Create page templates
with SEO and CRO ...
24
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Team up with
your CRO
specialist (if
yo...
25
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
First touch
Brand
touch
Decisio
n
Probl...
26
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For S...
27
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Intent = Informational
Where are they i...
28
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Intent Page type
Informational Content ...
29
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For S...
30
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Conversion
goals differ per
intent (and...
31
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Users
searching for
“informational”
que...
32
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Offer
information
and generate
leads
Co...
33
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Include persuasion elements
Social proo...
34
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For S...
35
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Create a technical
set-up to implement ...
36
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Use
shortcodes to
add
conversion
blocks...
37
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Don’t make
it worse!
https://developers...
38
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
More goals reached!
Interactive
test in...
39
@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Key takeaways:
● Every landing page sho...
Thank you!
@clarissafilius
/in/clarissafilius
booming.nl/bseo21
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How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 1 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 2 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 3 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 4 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 5 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 6 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 7 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 8 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 9 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 10 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 11 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 12 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 13 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 14 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 15 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 16 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 17 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 18 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 19 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 20 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 21 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 22 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 23 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 24 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 25 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 26 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 27 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 28 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 29 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 30 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 31 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 32 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 33 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 34 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 35 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 36 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 37 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 38 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 39 How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021 Slide 40
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How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021

  1. 1. How To Optimize SEO Landing Pages For Search Intent Clarissa Filius | Booming https://www.slideshare.net/clarissafilius @clarissafilius
  2. 2. 2 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent @clarissafilius /in/clarissafilius Who am I? ● Sr. SEO Specialist at Booming ● Almost a decade in SEO How To Optimize SEO Landing Pages For Search Intent | Who am I?
  3. 3. 3 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent” “You should optimize pages for search intent”
  4. 4. 4 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Informational Navigational Investigational Transactiona l How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent” “I want to know” “I want to go” “I want to choose” “I want to buy”
  5. 5. 5 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent So we can cluster our keywords How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  6. 6. 6 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent And scan the SERP to find which content ranks best How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  7. 7. 7 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent But… Optimizing for intent is not ONLY about improving rankings How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  8. 8. 8 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent It should also be about conversion How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  9. 9. 9 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent It’s about matching everything on the page with search intent How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  10. 10. 10 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Going page by page with >500 pages…. How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  11. 11. 11 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent How do you implement this (at scale)? So the question is.. How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
  12. 12. 12 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent 1 Mapping keywords by intent 2 Analyze data to find opportunities 3 Create page templates 4 Technical implementation “SIO-PROCESS” Search Intent Optimization How To Optimize SEO Landing Pages For Search Intent | “SIO-process”
  13. 13. 13 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Mapping keywords by intent Step 1 How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent” How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
  14. 14. 14 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Informational Actional Navigational Investigational Transactional How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
  15. 15. 15 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent You get the idea.. How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
  16. 16. 16 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Automate clustering to save time Easy with this formula in Google Sheets Download Google Sheets Template > booming.nl/bseo21 How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
  17. 17. 17 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
  18. 18. 18 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Analyze data to find opportunities Step 2 How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”
  19. 19. 19 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Map URLs by intent and cluster How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent” How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities” How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”
  20. 20. 20 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Analyze traffic and conversio n per cluster and intent Goldfish Pets Pets Goldfish Aquarium Goldfish Goldfish Use the “Google Sheets Connector” to get intent + clusters in GDS Goldfish Pet Pet Goldfish Aquarium Goldfish Goldfish Aquarium Pet How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent” How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”
  21. 21. 21 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Make sure you track all conversion goals Downloads, forms, completed tests, leads, calls e-comm sales etc. How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent” How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”
  22. 22. 22 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Intent + cluster high traffic + low CR = Opportunity spotted How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent” How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”
  23. 23. 23 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Create page templates with SEO and CRO best practices Step 3 How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  24. 24. 24 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Team up with your CRO specialist (if you have one) How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  25. 25. 25 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent First touch Brand touch Decisio n Problem touch Consideration Informational Actional Navigational Investigational Transactional How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  26. 26. 26 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  27. 27. 27 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Intent = Informational Where are they in the buyer journey? How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  28. 28. 28 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Intent Page type Informational Content page / Blog Actional Content page / Blog Investigational Comparison page Navigational PLP, Local page Transactional PLP, SDP Define page type per intent How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  29. 29. 29 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices” Bullet lists are relevant on informational pages
  30. 30. 30 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Conversion goals differ per intent (and cluster)! Intent Conversion goal Informational Informational lead magnet (eg. PDF, Ebook, webinar, calculator etc.) Actional Actional lead magnet (eg. interactive test, instruction manual, Ebook) Investigational Book appointment Buy product / service Navigational Book appointment Buy product / service Transactional Buy product / service How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  31. 31. 31 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Users searching for “informational” queries are NOT yet ready to buy How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  32. 32. 32 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Offer information and generate leads Conversion goal How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  33. 33. 33 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Include persuasion elements Social proof (eg. reviews, total downloads) Authority (eg. author, logo’s, certifications) etc….. How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  34. 34. 34 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
  35. 35. 35 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Create a technical set-up to implement at scale Step 4 How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”
  36. 36. 36 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Use shortcodes to add conversion blocks https://wordpress.org/plugins/shortcoder/ How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”
  37. 37. 37 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Don’t make it worse! https://developers.google.com/web/tools/lighthouse https://validator.schema.org/ How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”
  38. 38. 38 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent More goals reached! Interactive test included on actional pages PDF download included on informational pages How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”
  39. 39. 39 @clarissafilius #brightonSEO How To Optimize SEO Landing Pages For Search Intent Key takeaways: ● Every landing page should drive conversion ● People searching for informational queries are NOT yet ready to buy ● Create page templates for scalable implementation How To Optimize SEO Landing Pages For Search Intent | “Key takeaways”
  40. 40. Thank you! @clarissafilius /in/clarissafilius booming.nl/bseo21

How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021

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