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Selling The Answers - SearchStars.se October 2017

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This is the talk I delivered at the awesome SearchStars conference in Malmö on 10th October 2017.

"Have you ever wondered what quality content means for your site? How to build the expert information Google says they want to show? You’re not alone. Turning basic keyword research into an actionable SEO plan is hard. The connection isn’t always clear.

But, we have a starting point at our fingertips. Every search query is a question. One you can answer. To build the best content possible, we need to make ourselves a cross between a curated library and the Genius Bar.

In this talk, we’ll look at how answers can be the recipe for your expert content. They’re the instructions on how to target your audience at every stage of the buying cycle. And the key to unlocking the user-centric content potential of your site."

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Selling The Answers - SearchStars.se October 2017

  1. 1. Selling the answers: A USE R -CE NT RIC SEO IDEA Ch ar lie W illiams 10 t h O c t o b e r 2 017, M a l mö
  2. 2. # s e arc h s t ar s S E@ p a g e s a u c e
  3. 3. An swe rs are a vai l abl e t o us l i ke n eve r be f o re We all ask them # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s.
  4. 4. # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. An swe rs are a vai l abl e t o us l i ke n eve r be f o re We all ask them
  5. 5. # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. An swe rs are a vai l abl e t o us l i ke n eve r be f o re We all ask them
  6. 6. Just google it # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. We al l k n ow we h a ve t h e re po sit o r y o f know ledg e
  7. 7. Vo i ce s e arc h e s are more specif ic & more o f t e n a q u e s t i o n Voice & Apple @ p a g e s a u c e Que st io n s.
  8. 8. # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. We sa y w h at h e l p we n e e d Just google it h ow -t o -f i x -a- t o i l e t .co m /
  9. 9. A search = a question # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. E ve r y se arc h we do is a q ue st io n at is h e ar t
  10. 10. Keyword intents # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. ge t st at .co m/ blo g/ searc h -in t en t - co nve rsio n - o p t i m i z at i o n / mo z .com/blog/segmenting- se arc h-int ent B ac k i n 2 0 07 …
  11. 11. Information intent # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. We h a ve a q uest ion-based searc h cult ure
  12. 12. Transaction intent # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. # s e arc h s t ar s S E We h a ve a q uest ion-based searc h cult ure
  13. 13. Navigation intent # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. We h a ve a q uest ion-based searc h cult ure
  14. 14. Answers wanted # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. G o o gl e ’s co n t e n t & SE RP im provements = be t t e r an swe rs
  15. 15. Answers wanted # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. G o o gl e ’s co n t e n t & SE RP im provements = be t t e r an swe rs
  16. 16. Answers wanted # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. G o o gl e ’s co n t e n t & SE RP im provements = be t t e r an swe rs
  17. 17. Interpreting intent # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. As G oogle t ran slat e s meaning, we ha ve t o do t h e same
  18. 18. Answers, not pages # s e arc h s t ar s S E@ p a g e s a u c e Que st io n s. T h e key t o k n owi n g h ow t o bu i l d ex pe r t co n t e n t
  19. 19. E x pan di n g ex pe r t key word researc h Researc h . # s e arc h s t ar s S E Finding your questions @ p a g e s a u c e
  20. 20. Researc h . # s e arc h s t ar s S E Knowing your audience @ p a g e s a u c e N e e ds, go als, pro ble ms & languag e
  21. 21. Researc h . # s e arc h s t ar s S E@ p a g e s a u c e o f f e r s .h u bs po t .co m / pe rso n a-t e m plat e s Audience personas
  22. 22. Researc h . # s e arc h s t ar s S E@ p a g e s a u c e I want to…N ARRATIVE: So that…G OAL: CO NTEXT: Using… As a…ACTOR: T h e i n t e n t be h in d t h e st o r y Audience journeys
  23. 23. Wh o can t e ac h yo u yo u ’re au di e n ce ’s q uest ions? Researc h . # s e arc h s t ar s S E@ p a g e s a u c e C u s t o m e r s e r v i c e s S h o p f l o o r t e a m S a l e s t e a m C o m m o n i s s u e s C u s t o m e r g o a l s B a r r i e r s Internal experts
  24. 24. www.google.com/ an al y t ics/ sur vey s/ Researc h . # s e arc h s t ar s S E Survey the landscape @ p a g e s a u c e
  25. 25. seedkey words.com/ Researc h . # s e arc h s t ar s S E Can we crowd source? @ p a g e s a u c e
  26. 26. T h ey ’ ve go t 9 9 pro ble ms, & I wan t t o sol ve ‘em Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Finding problems
  27. 27. Use user q uest ion s & rev i ew s t o f i n d co mmo n t h e me s Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Finding problems
  28. 28. ge t st at .co m/ blo g/ pe o ple -also -ask/ Researc h . # s e arc h s t ar s S E@ p a g e s a u c e People also ask…
  29. 29. T h e r i gh t t o o l f o r t h e job, & dif f erent uses f o r o u r f a vo u r i t e s Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Keyword toolbox
  30. 30. imf ro mt hefuture.com / key word-researc h- n ow / Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Keyword toolbox
  31. 31. fro.gg/digit al-funnel Researc h . # s e arc h s t ar s S E Use the whole funnel @ p a g e s a u c e fro.gg/t ofu-bofu
  32. 32. Key words t h at classify a t o pic Researc h . Finding the exemplars @ p a g e s a u c e
  33. 33. fro.gg/searc h- an al y t ics-c h ro me Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Search Analytics
  34. 34. Researc h . # s e arc h s t ar s S E@ p a g e s a u c e F i n d ex pl i ci t & im plied q uestions an swe r t h e public.co m Answer questions
  35. 35. F i n d ex pl i ci t & im plied q uestions Researc h . # s e arc h s t ar s S E@ p a g e s a u c e an swe r t h e public.co m Answer questions
  36. 36. h t t p:/ / f ro .gg/ an swe r- t h e -public-use s Researc h . @ p a g e s a u c e Answer questions
  37. 37. mo z .com /explorer/ key word/ Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Answer questions
  38. 38. www.st or y base.com Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Answer questions
  39. 39. webpagefx.com/seo- t o o l s/ f aqf ox / Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Answer questions
  40. 40. User q uest ion s f or long-t ai l ideas Researc h . # s e arc h s t ar s S E@ p a g e s a u c e Google suggests inf init esugg est.com
  41. 41. Researc h . # s e arc h s t ar s S E@ p a g e s a u c e key wordt ool.io Use modif iers & wildcards (*) Google suggests
  42. 42. imf ro mt hefuture.com / bigf o o t -st rat e gy / Researc h . # s e arc h s t ar s S E Semantic relations @ p a g e s a u c e lsigraph.com/
  43. 43. semr ush .com Researc h . # s e arc h s t ar s S E@ p a g e s a u c e searc h me t r ics.com key word.io sist r ix.com t o o l f e ast .co m Let’s get cooking
  44. 44. semr ush .com Researc h . # s e arc h s t ar s S E@ p a g e s a u c e searc h me t r ics.com key word.io sist r ix.com t o o l f e ast .co m Let’s get cooking
  45. 45. L e ar n fro m wh at i s wor king f or o t her re s o u rce s Researc h . # s e arc h s t ar s S E Reverse engineering @ p a g e s a u c e ah re fs.co m
  46. 46. T h e re ’s n o * r i gh t * wa y t o do t h is Researc h . # s e arc h s t ar s S E 100 1000 keywords @ p a g e s a u c e
  47. 47. Fre sh t o pi cs o ur audie n ce ask Researc h . # s e arc h s t ar s S E Always new ideas @ p a g e s a u c e
  48. 48. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Building better answers fro.gg/q ualit y - ph an t o m
  49. 49. An swe rs. @ p a g e s a u c e We are l o o k i n g t o build o ur E - A - T Google explains quality fro.gg/searc h-rat er- an al y sis
  50. 50. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Relevant , useful & co m pre h e n sive = q ualit y Semantic connections fro.gg/t opic- mo dell i ng -intro
  51. 51. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e mo z .com /blog/ 7 - advan ce d- s e o - co n ce p t s Better on- page SEO link-assi st ant.com/ websit e-audit or/
  52. 52. Wh at ’s t h e be st pro duct page an d inf o you can provide? # s e arc h s t ar s S E Better templates @ p a g e s a u c e An swe rs.
  53. 53. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Scrape Amazon co py h ac ke rs.co m/ wr it e-copy -amaz on- rev i ew - m i n i n g/
  54. 54. An swe rs. @ p a g e s a u c e Add depth with UGC Ask your audie n ce f o r a m o re co m pre h e n sive an swe r
  55. 55. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Content formats Useful, educat ion al, inspirational or e n t e r t ai n i n g
  56. 56. An swe rs. @ p a g e s a u c e 74 % i n cre as e i n user underst anding Video content
  57. 57. An swe rs. @ p a g e s a u c e Right answer for the job
  58. 58. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Right answer for the job
  59. 59. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Right answer for the job
  60. 60. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Markup your answers D o n ’ t l e t m ac h i n e s int er pre t
  61. 61. An swe rs. # s e arc h s t ar s S E@ p a g e s a u c e Answer quickly A slow an swe r is no t a go o d an swe r
  62. 62. # s e arc h s t ar s S E@ p a g e s a u c e 1 Know your audience’s perspective, goals & problems 2 3 Research their questions (actual & implied) Build your content around answering the question
  63. 63. # s e arc h s t ar s S E@ p a g e s a u c e In summar y. How many can you answer?
  64. 64. # s e arc h s t ar s S E@ p a g e s a u c e In summar y. How many can you answer?
  65. 65. # s e arc h s t ar s S E Tack! @pagesauce charlie@ screamingfrog.co.uk fro.gg/sea rchstars17

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