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User Intent & SEO - Agents of Change Fall 2018

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Reverse Engineering Google for Traffic and Revenue- you LISTEN to the presentation here for now, video coming soon! https://s3.amazonaws.com/theagentsofchange/aoc/2018+Audio/Dan+Shure.wav

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  • You can LISTEN to this presentation here for now (video coming soon) https://s3.amazonaws.com/theagentsofchange/aoc/2018+Audio/Dan+Shure.wav
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User Intent & SEO - Agents of Change Fall 2018

  1. 1. User Intent: Reverse Engineering Google For Traffic and Revenue Dan Shure - Evolving SEO Experts on the Wire Podcast
  2. 2. If you’re in the future - go here for a video of this presentation: www.evolvingseo.com/aoc2018
  3. 3. Two Step Process: 1. Determine what keyword to target with what page 2. Structure your content for search success
  4. 4. Two Step Process: 1. Determine what keyword to target with what page 2. Structure your content for search success Bottom Line: Figure out what users want and give it to them. User Intent.
  5. 5. “Always Be C....?”
  6. 6. “Always Be Categorizing your keywords by intent.” :)
  7. 7. 1. Do (Transactional) 2. Know (Informational) 3. Go (Branded)
  8. 8. PART ONE: Determining What Keyword To Target
  9. 9. PART TWO: Structure Content For Search Success
  10. 10. 1. Determine Content Positioning
  11. 11. Problem! Ambiguous Keywords! Common Keyword->Content Formats: 1. Fact - how many, who is, where is (generally avoid) 2. What - definition or topic overview 3. Why - benefits of, importance 4. How to - process, tutorial, recipe 5. Lists 6. Mixed / Hybrid
  12. 12. 2. Create An Outline
  13. 13. 3. Determine Content Medium(s)
  14. 14. 1. Text 2. Video 3. Images - GIFs - Infographics 4. Audio 5. Tool / App / Something Interactive 6. Mixed / Hybrid Common Content Mediums
  15. 15. Pssssst.... think about creating audio versions of your text content
  16. 16. 4. Plan Your Value Propositions
  17. 17. Design and UX ● Easy to read fonts ○ Nice line spacing ○ Hyperlinks you can see ○ Color contrast vs background ○ Smaller on Desktop / Bigger on Mobile ● Easy to find “Main Content” ○ Above the fold ○ Not blocked by ads or popups ● Useful links in “Supplementary Content” (Navigation areas) ● Clear (usually ONE) Call To Action
  18. 18. Planning Topics 1. Determine keyword target a. Find a ranking gap b. Determine traffic potential Planning Each Piece of Content 1. Determine main topic 2. Create an outline 3. Plan content medium(s) 4. Plan value add(s)
  19. 19. Tools / Resources ● Funkify Add On- UX and Accessibility ● 23 Questions - Amit Singhal, Google ● Google Quality Raters Guidelines PDF ● Keywords Everywhere Add On (Search Volume in SERPs) ● MozBar for Domain Authority in SERPs
  20. 20. Connect with me @dan_shure www.evolvingseo.com www.evolvingseo.com/wire Experts on the Wire Podcast

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