SlideShare a Scribd company logo
How to get high
quality search traffic
@bernardjhuang
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!
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
What is high quality search
traffic?
People who come from an organic search channel to your website that
convert.
1
High quality search
traffic is different for
every business.
I want more ________.
More people buying
stuff from me.
More pageviews and
leads for businesses in
my directory.
More people reading
and sharing my
content.
More people reading my
content and clicking on
my affiliate links.
More people paying for
my SaaS.
More people reading
and subscribing to my
emails.
High quality
search traffic
=
People who
come from
organic
search that
convert.
The State of SEO in 2015
Focus on satisfying the user and all else will follow.
2
https://www.google.
Google’s original mission
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.
https://moz.com/search-ranking-factors/survey
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
https://moz.com/search-ranking-factors/2009
Creating
content that
satisfies a
user’s search
intent.
Current SEO =
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
What is content?
Just about anything that is published online.
3
Content can be...
Your product
Information about your business
User generated
Articles
Videos
Tools
Data
● Your product
● Information about your business
● User generated
● Articles
● Videos
● Tools
● Data
● And just about anything published online.
Content can be:
Ultimately,
people are on the
internet to consume
content.
But, how do we
connect this with this?
SEO-driven content
Content created
specifically to target
what people are
searching for.
[how to play guitar]
To get high quality search
traffic, create content
that fulfills the searcher’s
intent.
How to run a SEO-driven
content campaign
Figure out what people are searching for and create content that
solves their problems.
4
SEO-driven content campaign
keyword
research
content
creation
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
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.
Keyword research (example)
● Use Google’s
Keyword Planner
Tool to get search
volume data on the
list of keyword ideas
from Ubersuggest.
● Export as CSV and
figure out which
keywords are
relevant for your
business and group
them into content
categories.
Keyword research (example)
● 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
[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]
So the question is, would
you be satisfied with your
own content given the
keywords you’re
targeting?
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.)
Google
analytics
view of
organic
traffic by
landing page
“It appears
that people
are satisfied
with the
result”
“Hmmm, I
don’t know
about
these…”
See a
correlation
between
engagement
metrics and
search traffic?
● 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
Any questions ?
You can find me:
◉ @bernardjhuang
◉ bernard@mushilabs.com
◉ mushilabs.com
Thanks!

More Related Content

Viewers also liked

Viewers also liked (14)

Keywords tools. 8 Alternatives to Google Keywords Tool
Keywords tools. 8 Alternatives to Google Keywords ToolKeywords tools. 8 Alternatives to Google Keywords Tool
Keywords tools. 8 Alternatives to Google Keywords Tool
 
How To Improve Your Keyword Research With Latent Semantic Indexing
How To Improve Your Keyword Research With Latent Semantic IndexingHow To Improve Your Keyword Research With Latent Semantic Indexing
How To Improve Your Keyword Research With Latent Semantic Indexing
 
SMX Advanced 2016 Seattle - shopping ads, buy buttons, social commerce and re...
SMX Advanced 2016 Seattle - shopping ads, buy buttons, social commerce and re...SMX Advanced 2016 Seattle - shopping ads, buy buttons, social commerce and re...
SMX Advanced 2016 Seattle - shopping ads, buy buttons, social commerce and re...
 
Quora there are somethings you cant google!!!
Quora there are somethings you cant google!!!Quora there are somethings you cant google!!!
Quora there are somethings you cant google!!!
 
#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift
#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift #SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift
#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift
 
An Illustrated History of Blackhat SEO
An Illustrated History of Blackhat SEOAn Illustrated History of Blackhat SEO
An Illustrated History of Blackhat SEO
 
Content Strategy: Why Now?
Content Strategy: Why Now?Content Strategy: Why Now?
Content Strategy: Why Now?
 
Intergrating Search, Content and Social Media Marketing for B2B Businesses - ...
Intergrating Search, Content and Social Media Marketing for B2B Businesses - ...Intergrating Search, Content and Social Media Marketing for B2B Businesses - ...
Intergrating Search, Content and Social Media Marketing for B2B Businesses - ...
 
Using Google+ As A Marketing Channel
Using Google+ As A Marketing ChannelUsing Google+ As A Marketing Channel
Using Google+ As A Marketing Channel
 
SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites
SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your SitesSEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites
SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites
 
Search Marketing for ecommerce - what's new with Shopping ads and buy button ...
Search Marketing for ecommerce - what's new with Shopping ads and buy button ...Search Marketing for ecommerce - what's new with Shopping ads and buy button ...
Search Marketing for ecommerce - what's new with Shopping ads and buy button ...
 
Keyword Research for the Complete Customer Lifecycle
Keyword Research for the Complete Customer LifecycleKeyword Research for the Complete Customer Lifecycle
Keyword Research for the Complete Customer Lifecycle
 
Website Migration SEO: Advanced Migration Strategy & Analysis
Website Migration SEO: Advanced Migration Strategy & AnalysisWebsite Migration SEO: Advanced Migration Strategy & Analysis
Website Migration SEO: Advanced Migration Strategy & Analysis
 
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
 

Recently uploaded

Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
ayush20231
 

Recently uploaded (20)

How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO Success
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
 
Unveiling the Epochs Top 10 Greatest Empires in History.pptx
Unveiling the Epochs Top 10 Greatest Empires in History.pptxUnveiling the Epochs Top 10 Greatest Empires in History.pptx
Unveiling the Epochs Top 10 Greatest Empires in History.pptx
 
Digital Marketing Training In Bangalore
Digital Marketing Training In BangaloreDigital Marketing Training In Bangalore
Digital Marketing Training In Bangalore
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
DSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEODSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEO
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 

How To Get High Quality Search Traffic