This document discusses how analyzing and optimizing for search intent can improve SEO results. It begins by explaining why intent matters according to academic research and Google's guidelines. It then discusses analyzing intent through tools that break down SERP features and creating custom search engines. The document also recommends using custom SERP extractions to analyze titles and descriptions at scale in order to better understand intent for keywords. The key information is that understanding the intent behind user searches allows SEO professionals to better optimize landing pages, which can improve rankings and user outcomes.
Improving How Content Supports SEO Performance - Chester SEORory Truesdale
A presentation for Chester SEO on how to improve SEO performance with content. I run through a process for a content audit and how to optimise the relevance of your content to improve SEO performance.
Tips include finding internal linking opportunities, using custom search engines, understanding seasonal search trends and how to map intent to target keywords.
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer InsightsRory Truesdale
Find out how you can use Python to analyse the language of the SERPs for valuable insights on what your customers want and how this can be applied to improve the performance of your SEO campaign.
SearchLove London 2019 - Rory Truesdale - Using the SERPs to Know Your AudienceDistilled
It’s easy to get swept away by monthly search volume and to forget that behind every search there is a person with a specific motivation and set of needs to fulfil. This talk will look at how you can use Google’s algorithmic rewriting of the SERPs to help you identify those motivations so you can effectively optimise for intent and query context to improve the ranking performance of your landing pages. This talk will also help you understand how you can use this information to create more tailored online experiences for your prospective customers and how the same workflows can be applied for more general business intelligence insights.
What is Machine Learning and how can we apply it to digital marketing? Britney Muller's SearchLeeds talk explained the machine learning basics, what ML can be used for, providing examples of ML solving SEO tasks and executable programs you can start using immediately.
Improving How Content Supports SEO Performance - Chester SEORory Truesdale
A presentation for Chester SEO on how to improve SEO performance with content. I run through a process for a content audit and how to optimise the relevance of your content to improve SEO performance.
Tips include finding internal linking opportunities, using custom search engines, understanding seasonal search trends and how to map intent to target keywords.
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer InsightsRory Truesdale
Find out how you can use Python to analyse the language of the SERPs for valuable insights on what your customers want and how this can be applied to improve the performance of your SEO campaign.
SearchLove London 2019 - Rory Truesdale - Using the SERPs to Know Your AudienceDistilled
It’s easy to get swept away by monthly search volume and to forget that behind every search there is a person with a specific motivation and set of needs to fulfil. This talk will look at how you can use Google’s algorithmic rewriting of the SERPs to help you identify those motivations so you can effectively optimise for intent and query context to improve the ranking performance of your landing pages. This talk will also help you understand how you can use this information to create more tailored online experiences for your prospective customers and how the same workflows can be applied for more general business intelligence insights.
What is Machine Learning and how can we apply it to digital marketing? Britney Muller's SearchLeeds talk explained the machine learning basics, what ML can be used for, providing examples of ML solving SEO tasks and executable programs you can start using immediately.
Eli Schwartz of SurveyMonkey: "You're missing out if you're not doing it, and it's not as hard as you think: International SEO".
From the Searchmetrics x Search Engine Journal June 13 conference: "SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014" at the Hotel Vitale in San Francisco.
Everything content writers need to know about SEO! This presentation will help the writers to learn about various SEO aspects in order to write content that ranks in Google and other search engines.
BrightonSEO: Context is King - Ian Miller, CEO, at Crafted Crafted
Presentation from Ian Miller's BrightonSEO talk April 2015 - Context is King: looking beyond keywords - how you can help search engines rank your content. Ian is CEO at digital agency Crafted, which specialises in web and software development, search marketing, conversion rate optimisation (CRO) and user experience (UX).
Internal Linking. Why you can’t afford to ignore it!Heba Said
With a solid internal linking strategy you can help your content to rank higher, whether it is old or new. As you can control it not like external links.
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
SEO Code-Breaking: How Smarter Content Leads to Better Search RankingsChris Prendergast
Presented February 27, 2020 at the Trendigital Summit in Sioux Falls, SD.
Content is the most important part of your website, but is often the last priority. This approach can lead to low search rankings and, even worse, poor user experiences.
In this presentation, Chris Prendergast shares actionable tips for determining what topics to include on your site, how to write SEO-friendly content around those topics, and how to uncover the biggest search ranking opportunities.
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
SEO For Business Owners in Japan - Tokyo Digital Marketers EventZo Digital Japan
In the presentation I gave on 11/30/2018, I talk about the basics of SEO. I also finish with the top 10 mistakes that businesses make with SEO in Japan. Brought to you by Zo Digital Japan.
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search. The days of simple ranking factors are over. Marcus' session will cover data-driven methods to illuminate consumer intention and content relevance, along with many new insights that can be used to create content that is more relevant and successful.
Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...Venchito Tampon
This is my slide deck during the GDI SEO Training Camp. It talks about a simple guest blogging strategy that will walk you through a step by step process (from link prospecting to guest blogging outreach). If you have any questions, you can ask me on twitter @venchito14 or visit my website at www.digitalphilippines.net
Working in this industry can feel like a whirlwind at times. Whether you are working through a Google update or struggling to improve revenue regardless of positive rankings, implementing the KonMarie method to your SEO can help you strip back aspects of your strategy that aren't working and find fresh avenues to focus on for even better results.
This presentation given at the Japan Assocaition of Translators on January 19th, 2019. In our presentation, we introduce SEO (Search Engine Optimization), we break down the top ranking factors, and review the top mistakes that translators and small business owners make on the their websites in Japan. Presented by Jeff Crawford and Shin Ohno of Zo Digital Japan.
Breaking Down NLP for SEOs - SMX Advanced Europe 2019 - Paul ShapiroPaul Shapiro
Interested in learning about Natural Language Processing (NLP)? Are you using NLP for your SEO already and want to step it up a level? Join this session to get a crash course in NLP. From stemming and lemmatization to word embeddings and its applications for SEO. Paul Shapiro will break down NLP to explain how NLP technology uses machine learning to decipher and analyze our human languages in a way that is highly valuable for marketers and SEOs. Paul will also share specific examples using the Python programming language along the way so you can either start using NLP right away for SEO or find new and more effective ways to use NLP.
Humantics | Optimizing Your Content Strategy in an Entity-Driven WorldGrant Simmons
The intersection of human action & search engine understanding. (With a Terminator theme!)
In 2013 I made the bold prediction that “keywords are dead”. I wasn’t wrong. But even in a dystopian future, I wouldn’t have thought that fundamentals of content strategy would change to artificial intelligence writers and algorithms going head-to-head.
My prediction was driven by Google’s official October 2011 announcement of <cough>making search more secure</cough>, the frustration of SEO tools that pitched ‘not provided’ reclamation, and a general dearth of actionable insights beyond data manipulation of landing page and 3rdparty metrics. Not fun.
Enter semantics, the study of meanings through context and understanding of the ‘why’ that drives search queries. Whether you’re targeting buyers or browsers, Google is the semantic seer that will – with every fiber of their neural network drive the right traffic to the right pages based on meaning, not keywords.
Call it BERT or RankBrain or Hummingbird, Google is trying to think and understand like a human, which is ironic, because I’m a human, and so are you.
Dive into the world of ‘Humantics’ where we’ll learn how to create a content strategy that satisfies Google, searchers, clients, and humans too.
Slides from the October 30 SEO Primer for Accelerate Tectoria clients. Others can feel free to check out the slides but note they won't all make sense without having been at the presentation!
Eli Schwartz of SurveyMonkey: "You're missing out if you're not doing it, and it's not as hard as you think: International SEO".
From the Searchmetrics x Search Engine Journal June 13 conference: "SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014" at the Hotel Vitale in San Francisco.
Everything content writers need to know about SEO! This presentation will help the writers to learn about various SEO aspects in order to write content that ranks in Google and other search engines.
BrightonSEO: Context is King - Ian Miller, CEO, at Crafted Crafted
Presentation from Ian Miller's BrightonSEO talk April 2015 - Context is King: looking beyond keywords - how you can help search engines rank your content. Ian is CEO at digital agency Crafted, which specialises in web and software development, search marketing, conversion rate optimisation (CRO) and user experience (UX).
Internal Linking. Why you can’t afford to ignore it!Heba Said
With a solid internal linking strategy you can help your content to rank higher, whether it is old or new. As you can control it not like external links.
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
SEO Code-Breaking: How Smarter Content Leads to Better Search RankingsChris Prendergast
Presented February 27, 2020 at the Trendigital Summit in Sioux Falls, SD.
Content is the most important part of your website, but is often the last priority. This approach can lead to low search rankings and, even worse, poor user experiences.
In this presentation, Chris Prendergast shares actionable tips for determining what topics to include on your site, how to write SEO-friendly content around those topics, and how to uncover the biggest search ranking opportunities.
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
SEO For Business Owners in Japan - Tokyo Digital Marketers EventZo Digital Japan
In the presentation I gave on 11/30/2018, I talk about the basics of SEO. I also finish with the top 10 mistakes that businesses make with SEO in Japan. Brought to you by Zo Digital Japan.
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search. The days of simple ranking factors are over. Marcus' session will cover data-driven methods to illuminate consumer intention and content relevance, along with many new insights that can be used to create content that is more relevant and successful.
Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...Venchito Tampon
This is my slide deck during the GDI SEO Training Camp. It talks about a simple guest blogging strategy that will walk you through a step by step process (from link prospecting to guest blogging outreach). If you have any questions, you can ask me on twitter @venchito14 or visit my website at www.digitalphilippines.net
Working in this industry can feel like a whirlwind at times. Whether you are working through a Google update or struggling to improve revenue regardless of positive rankings, implementing the KonMarie method to your SEO can help you strip back aspects of your strategy that aren't working and find fresh avenues to focus on for even better results.
This presentation given at the Japan Assocaition of Translators on January 19th, 2019. In our presentation, we introduce SEO (Search Engine Optimization), we break down the top ranking factors, and review the top mistakes that translators and small business owners make on the their websites in Japan. Presented by Jeff Crawford and Shin Ohno of Zo Digital Japan.
Breaking Down NLP for SEOs - SMX Advanced Europe 2019 - Paul ShapiroPaul Shapiro
Interested in learning about Natural Language Processing (NLP)? Are you using NLP for your SEO already and want to step it up a level? Join this session to get a crash course in NLP. From stemming and lemmatization to word embeddings and its applications for SEO. Paul Shapiro will break down NLP to explain how NLP technology uses machine learning to decipher and analyze our human languages in a way that is highly valuable for marketers and SEOs. Paul will also share specific examples using the Python programming language along the way so you can either start using NLP right away for SEO or find new and more effective ways to use NLP.
Humantics | Optimizing Your Content Strategy in an Entity-Driven WorldGrant Simmons
The intersection of human action & search engine understanding. (With a Terminator theme!)
In 2013 I made the bold prediction that “keywords are dead”. I wasn’t wrong. But even in a dystopian future, I wouldn’t have thought that fundamentals of content strategy would change to artificial intelligence writers and algorithms going head-to-head.
My prediction was driven by Google’s official October 2011 announcement of <cough>making search more secure</cough>, the frustration of SEO tools that pitched ‘not provided’ reclamation, and a general dearth of actionable insights beyond data manipulation of landing page and 3rdparty metrics. Not fun.
Enter semantics, the study of meanings through context and understanding of the ‘why’ that drives search queries. Whether you’re targeting buyers or browsers, Google is the semantic seer that will – with every fiber of their neural network drive the right traffic to the right pages based on meaning, not keywords.
Call it BERT or RankBrain or Hummingbird, Google is trying to think and understand like a human, which is ironic, because I’m a human, and so are you.
Dive into the world of ‘Humantics’ where we’ll learn how to create a content strategy that satisfies Google, searchers, clients, and humans too.
Slides from the October 30 SEO Primer for Accelerate Tectoria clients. Others can feel free to check out the slides but note they won't all make sense without having been at the presentation!
There are more opportunities for your school’s content to show up on search engines today than ever before, such as “structured snippets”, “people also ask", and the list goes on. The problem is that the SEO needed to win those spots has become incredibly complex and technical.
But if you’re not optimizing your content with the right SEO, you’re losing critical opportunities to reach prospects when they’re searching for you and letting your competitors attract those users and build relationships with them.
Winning the SEO Game for Schools: How to Dominate Organic Search and Get in Front of the Right Students in 2023, a fast-paced executive briefing for schools on what you need to know about SEO in 2023 and how to ensure you “steals” every opportunity to show up on search engines for relevant searches entered by your potential students.
Social Media and SEO Tips to make your Business succeedNavneet Kaushal
Learn the power of social media and the SEO 2014 in this simple step by step presentation to help enable you to derive more out of SEO and Social Media Marketing
SEO is one of the most important task to performe any website on search engine. If you want to rank you website on search engine like Google, Bing then you have t perform SEO on website.
SEO is not a simple and short term process. It follow proper search engine guidelines. If You want to know about "What is SEO " You can follow this PPT.
We cover all the major parts of SEO in this PPT.
Page 1 Rank (1st page SERP) for your top 2 to 5 keyword phrases and leapfrog the competition.
The document covers SEO from a B2B SaaS Perspective:
(1) Basic overview of how B2B SEO works
(2) Basic overview of free tools and software to help with SEO
(3) How to select keywords for which you will optimize your website
(4) How to implement keywords into your website to drive SEO
(5) How to create backlinks to your website to improve SEO
Intelligent Keyword Selection to Improve Search Ranking for B2B Companiesrbrisco
Your key to SEO success is strategic keyword use. Everything we do in SEO starts with smart keyword selection and content optimization. This presentation is your guide to identifying keywords for content optimization that will drive high-value prospects to your site.
Intelligent Keyword Selection to Improve Search Ranking for B2B CompaniesRosemary Brisco
Your key to SEO success is strategic keyword use. Everything we do in SEO starts with smart keyword selection and content optimization. This presentation is your guide to identifying keywords for content optimization that will drive high-value prospects to your site.
A2 Digital Leading Full Service Digital Marketing Agency With A Strategy First Approach. We're A Top Digital Marketing Company In Canada Specialising in Strategy, Social Media, SEO, PPC & More. SEO & AdWords Specialists. Services: Organic Search, Paid Search, Social Media.
While organizations often give plenty of attention to search engine optimization (SEO) and how their websites appear in Google or Bing, are you spending enough time on your onsite search results? This presentation explains why it is crucial to optimize your onsite search as much as you would your organic search results. Then tips are offered to make your onsite search results as strong as possible so users stay satisfied and engaged with your product or service. While these tips focus on search features offered through Drupal, they can also be applied to different internal search engines and content management systems.
SEO can be tough to learn, understand and apply. I was asked to explain the essentials in 15 minutes, so here's the SEO lesson you need to learn how to get your content discovered via search.
Css Founder is Website Designing Company in Delhi working with the mission of Website For Everyone. we are also working in Website Designing company in India & Mumbai, Gurugram, Ghaziabad, Faridabad.
Whether you’ve moved in-house for the first time, or looking to pitch for a new client, the task of putting together an SEO strategy from scratch can be daunting. Where do you even begin? This talk covers the practicalities of focusing your efforts on what matters in order to produce a well-informed SEO strategy.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
2. • Why does intent matter?
• How to analyse & optimise for intent
• Does it work?
Intent
Optimisation
AG E N DA
3. About Me
SEO Strategist
Rory Truesdale
• 11 years in SEO, PR & Content Marketing
• SEO Strategist at Conductor
• EMEA SEO lead forWeWork
• Specialising in understanding search intent
@RoryT11
5. Whitepaper
Peer reviewed academic papers
unveil insight into how a search
engine might classify intent:
“Classic IR […] is inherently
predicted on users searching
for information […] the need
behind a web search is often
not informational – it might
be navigational or
transactional […] global
search engines evolved to
deal with web-specific
needs.”
6. Google Quality Rater Guidelines
In the Quality Rater Guidelines,
Google specified 4 intents:
KNOW
The goal is to find an answer to a
question
DO
The goal is to download, to buy, to
obtain or to be entertained
SITE
The goal is to find a specific site or
page
VISIT
The goal is to visit-in-person a
business or organisation
KNOW DO
VISITSITE
8. Look at the Model Proposed by Kane Jamison
Intent Classification Summary SERP Signals
Research Intent Searcher looking for more information
Featured snippet, people also ask results,
knowledge carousels
Answer Intent Searcher looking for a quick answer Scorecards, in-SERP calculators
Transactional Intent Searcher looking to buy a product Google shopping results
Local Intent Searcher looking for a local answer Map pack, map in knowledge panel
Visual Intent Searcher looking for visual inspiration Image pack
Video Intent Searcher looking for video content Video pack, video thumbnails
Fresh/News Intent Searcher looking for the latest news Top Stories in the SERP, Recent tweets
Branded Intent Searcher looking for a specific brand Large sitelinks, one site owning page 1
Split/Fractured Intent Searcher may have a number of ‘intents’ Mix of the above in one SERP
Source
12. SERPs show us the
intent Google favours
• 8 of the top 10 organic results are
‘research’ intent pages
• Lack of transactional pages tell us
what Google thinks user want to find
• Are we likely to get a transactional
page ranking?
Research
Research
Research
Research
Research
Research
Research
Research
14. Notice how the
intent shifts?
• 100% of page one organic results
are transactional pages
• This is clearly the type of search we
need to target with a transactional
page
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
15. • Every searcher has a specific intent when they use Google
• Google tries to surface results it thinks are relevant to that intent for specific queries
• Aligning landing pages to that intent can improve ranking performance
• It can also improve conversion and engagement performance for those pages
What does this mean?
16. How can we apply this to our SEO
campaigns?
What intent does
Google favour?
How are competitors
optimising for that
intent?
How can I better
optimise my pages for
intent & rank higher?
19. Use a tool that shows SERP features broken
down by keyword
AHREFs
You can also use:
SEMrush
20. Export this and start mapping SERP intent in
your vertical by keyword
There’s a great guide by Kevin Indig
to walk you through this:
https://www.kevin-indig.com/user-
intent-mapping-steroids/
Source
21. Understanding the language in
the SERPs can be an even more
powerful way of analysing intent
This is a good place to
start…but can we do more?
23. Create a dedicated CSE
for each of your most
valuable keywords
- Set a CSE up at
cse.google.com
- Extract top 100 URLs for a
target keyword
- Use the SERP Redux
bookmarklet to extract the
URLs
24. In the Settings for Your CSE, Enter ONLY the
Pages Ranking for Your Target Keyword
25. What changes vs
the live SERPs?
• If your page ranks higher in the
CSE you might have a
technical/authority problem
• If your page ranks lower in a CSE,
you know you have to improve the
relevancy of that page
• In your CSE results look for
occurrences of words or phrases
that signify a specific intent
F i l t e r y o u r C S E r e s u l t s b y ‘ r e l e v a n c e ’
26. “office [KEYWORD]” AROUND(5) “rent
[MODIFIER]”
Use this Advanced Search Operator in your CSE to identify how closely
a keyword and ‘intent modifier’ appear in competitor landing pages
In your subset of pages, this operator
looks for pages where the word ‘office’
appears within 5 words of the term ‘rent’
27. A Google patent entitled ‘Document ranking using word
relationships’ tells us why this analysis would be useful
Source
• Google can look at the
closeness of words on a page
to better understand how it
matches the query intent of a
search
• Proximity of words or phrases
that explicitly indicate the
intent the page satisfies
could be valuable to Google
as part of this process
28. • Look for competitor landing pages more closely aligning keyword and intent than
your landing page
• Are there patterns you spot between the query term and intent modifier proximity?
• If you notice this then aim to replicate that structure – it will more clearly signal to
search engines what types of query your page should be ranking for
What does this tell you?
30. Remember this
screenshot?
• Wouldn’t it be cool to be able to
analyse SERP-displayed titles and
descriptions at scale to help us
understand intent?
• We can with a custom SERP
extraction!
Trasactional
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
Transactional
31. SERPs are web
pages with HTML
You can crawl and extract all
the content contained within
that page
32. WARNING! You might annoy John Mueller
I’ve written a guide about this tactic
and it made John Mueller mad:
https://www.searchenginejournal.co
m/scrape-google-serp-custom-
extractions/
33. All you need are
the ‘SERP URLs’ for
your keywords
Luckily this always follows
the same pattern
Keyword =
SEO Custom Extractions
Google SERP URL root =
https://www.google.com/search?q=
Crawlable SERP URL =
https://www.google.com/search?q=S
EO+custom+extractions
35. How to use a custom SERP extraction
Upload your SERP URLs
as a list into Screaming
Frog
36. Set up a custom extraction using these XPaths (extract
only text):
Page Title: //*[@id="ires"]/ol/div[*]/h3
Description: //*[@id="ires"]/ol/div[*]/div/span
How to use a Custom SERP Extraction
Specify a Google search
URL for a keyword you
want to analyseTells Screaming Frog to
extract the page title and
meta description for each
URL
No SF access? Use this bookmarklet to do the same thing manually for each keyword.
40. Use this formula to calculate the
most common intent in your SERP
SERP URL Title P1 Intent P1 Title P2 Intent P2
Common
Intent
https://www.google.co.uk/search?q
office+space+london
Office Space &
Desks to Rent in
London | Hubble
Transactional
Office Space &
Business Space To
Let & Rent In
London |
Workspace
Transactional Transactional
https://www.google.co.uk/search?q
office+space+manchester
Office Space to
Rent in
- Gumtree
Transactional
Office Space,
Serviced Offices to
rent & let in
Manchester |
Bruntwood
Transactional Transactional
https://www.google.co.uk/search?q
oworking+space+london
The 10 best
coworking spaces
Research
Coworking London
- a directory of co-
working spaces in
the british ...
Research Research
https://www.google.co.uk/search?q
oworking+space+manchester
Overview of the 10
best co-working
spaces in
Manchester | EU ...
Research
15 Best Coworking
Spaces in
Manchester |
Prices & Reviews
Research Research
=INDEX(C3:U3,MODE(MATCH(C3:U3,C3:U3,0)))
41. • It looks beyond SERP features and starts to analyse the language of the SERPs
• The language used in the SERP-displayed titles and descriptions can give more
accurate insight into SERP intent
• Use this to map your target keywords to an intent – then ensure your target landing
pages are optimised for that intent
What does this tell you?
43. The SERP displayed meta
description gives insight into
what Google thinks will trigger a
searcher to click through to a
result…
44. I used a Conductor Market Share report to get the
top 30 ranking meta descriptions for these keywords
Keyword
Summer dresses Beach dresses Holiday dresses Maxi dresses
Summer dress styles Beach dress styles Holiday dress styles Maxi dress styles
Summer dresses 2019
Beach dresses 2019
Holiday dresses 2019
Maxi dresses 2019
You might want to target those keywords to an ecommerce category page…but would that be
the best approach?
Need an alternative? Use
the Scraper Chrome
extension to get SERP
displayed meta
descriptions
45. For each keyword, take your SERP meta descriptions –
use the Cleanse Stopwords tool to remove stop words
Source
46. For each keyword paste your cleansed meta
description copy into this NGram Analyser tool
Source
Sound complicated?
All this does is counts
the co-occurrence of
words, or sequences
of words, in your
inputted text.
48. Look at the frequency of ‘transactional’ intent
keywords for ‘dress’ head terms
Keywords
Summer dresses
Beach Dresses
Holiday Dresses
Maxi Dresses
49. Notice how the trend changes to ‘research’ terms
when we add ‘styles’ or ‘2019’ to a query
Keywords
Summer dress
styles
Beach dress
styles
Holiday dress
styles
Maxi dress styles
Keywords
Summer dresses
2019
Beach dress
2019
Holiday dress
2019
Maxi dress 2019
50. • Deeper dive into analysing the language of the SERPs to accurately classify intent
and provide insight into what user’s actually want
• Provides a list of useful terms or features that you can incorporate into landing
page content and design to better align them with intent
• Not just for on page content – think about other ways to use these ‘hints’ to
improve the semantic relevance of a landing page
What does this tell you?
One more thing…
51. Google patent on phrased based indexing
provides valuable insight
“[…] a document with a low frequency of query terms
but a plurality of related phrases for the first phrase
ranks higher than a document with a higher frequency of
query terms but with no related phrases.”
Source
“[…] ranking the documents in the list based on a
quantity of related phrases determined for each
document, so that documents with more related
phrases are ranked higher than documents with fewer
related phrases”
52. Why is this relevant?
Is there a way to scale up analysis to identify correlation between co-
occurrence, proximity and ranking position?
Does the co-occurrence of words or phrases in SERP-displayed meta
descriptions provide insight into what those ‘related phrases’ are?
That would be very cool!
54. We did this for one of our clients
and saw:
• Increase in visible MSV by 24,000 per
month
• Tracked keywords improved an avg. 27
positions
• Increased ranking position to at least
page 2 for 356 tracked keywords
• Just one category – great potential to
scale up
YEAH!
55. • The language in the SERPs can provide powerful insight into how Google is
interpreting user intent for a query
• Analysing this language can help you more accurately assign intent to a keyword
and help you understand how you can structure a page to optimise for intent
• This analysis can have value beyond intent – potentially helping you understand ‘user
desire’ and identify ‘related phrases’ that Google might look for when ranking a
site for a query
What to take away