Presentation at the European Search Conference 2018 (June 27, 2018). Synopsis: Content and SEO landscapes are constantly evolving. With search engines and social platforms taking a user-first approach… it’s vital that brands and businesses truly engage their audiences. We’ve gone from writing for algorithms to writing for the user. Being challenged to land position #1 (or zero), to actually maintaining ranking once you’re there. Does your content experience live up to your visitor expectations?

1. Understanding your audience’s needs
How an audience-led approach drives SEO success
1
Michelle Wilding

2. A little about me....
Michelle Wilding, Head of SEO & Content
2

3. But first…. with whom am I speaking?
Rate your SEO knowledge level
Entry level
3
Intermediate
Advanced

4. Keeping up with SEO
4

5. 5
Search is constantly and rapidly evolving
We’ve gone from 10 blue links to 70+ SERP features… here are some:
Site
links
1998
10 blue links
Google
Ads
Local
Pack
News
Box
Images
& video
Shopping
Rich
snippets
Voice
search

6. 6
And let’s not forget about countless algorithm changes
In its early years, Google rolled out a handful of major updates such as:
Panda
2011
Filters out thin,
duplicate and
low-quality
content
Hummingbird
2013
No keyword
stuffing… semantic
search
Penguin
2012
No spammy,
over-optimised
back links
Pigeon
2014
Local relevancy
(user proximity)
in search results
RankBrain
2015
Machine
learning AI and
UX-based
Mobilegeddon
2015
Boosts mobile
friendly pages in
mobile SERP
Now it rolls out thousands of algorithm tweaks each year

7. 7
SEO requires a constantly shifting and evolving knowledge base
A technique or rule that was whitehat yesterday, may not be today...

8. Engagement is key
8

9. 9
Google advocates a user-first approach
Reaching #1 or ‘position zero’ is not the challenge; maintaining it is
Page
Page
Page
= “Search experience optimisation”

10. 10
Implement Schema markup to drive CTR
Stand out in the SERP and attract more clicks
● Displays hotel star rating
● Localised starting price
● Review author name
● Upcoming tour dates
● Venue information
● Recipe rating
● Cooking time
● Calories
● Picture of dish
Event information
Hotel information
Recipe information

11. 11
Once users reach your site, keep them there...
Quality, structured and useful content experiences are prioritised
Thrillist uses
subheads and
snappy pars
when
reviewing
movies
The Telegraph
Travel’s
interactive
Heatseeker tool
helps readers find
a sunny holiday at
any time of year

12. 12
Make use of multiple content formats
Different
content formats
& types
• Videos
• Infographics
• Slideshare
• Listicles
• Twitter cards
• Testimonials
• Whitepapers
• Q&A
Visitors digest information in different ways
Victory
Journal
Switches
narrative
forms with
visual
prompts
Video content
in Polygon’s
Xbox One
review
The
Telegraph
implements
Twitter cards

13. 13
Mobile-first, responsive design
Also make use of Google AMP pages for a slick, fast experience
Mobile schema markup
Now shows actual product
images for a visually-rich SERP

14. Understanding user intent
14

15. 15
Search intent modelling
Your site should address user needs at each stage of the content cycle:
Trigger Awareness Comparison Conversion
Researching & decision-making
• Guides (what is, how to)
• Comparison and Best buy tables
• News articles and Opinion
• Top tips
• Reviews
• Listicles
Action
Product pages, tools,
and/or forms
• Purchase product or
service
• Sign-up to newsletter
• Exit link to Affiliate
• Completed a form
(lead-generation)
Trigger event
Top funnel content
addressing users
who have not yet
realised a need for
your product or
service.
E.g. ‘top family
cars’ if selling car
insurance
(purchased in the
future/build brand
affinity now)

16. 16
Google knows what type of pages users are seeking
And will rank those page types to match search queries
SEARCH INTENT MODELLING
Keyword Top 3 Page Types Returned Intent
best cash isa 2018 #1 - MoneySaving Expert - compare products
#2 - Telegraph.co.uk - comparison article
#3 - Moneysupermarket.co.uk - compare products
Researching
(Awareness/Comparison)
flights to malta #1 - Easyjet.com - product guide
#2 - Cheapflights - compare products
#3 - Ryanair.com, product page
Conversion
News articles and guides in the SERP = researching
Product pages = conversion

17. Keyword choice

18. 18
Don’t keyword stuff and over-optimise exact match
Target natural keyword phrases that answer user interest
Longtail helps
mimic voice search
E.g.
Text search: Mayfair
restaurant
Voice search: what’s the
best restaurant in Mayfair?

19. 19
Pay attention to search trends
‘Best’ is overtaking ‘cheap’ for many industry terms
58% of England
search for ‘best
cruise’ over
‘cheap cruise’
72% of England
search for ‘best
mattress’ over
‘cheap mattress’
Source: Google Trends UK, Past 5 years, Web Search on 10.06.18

20. 20
However, cheap still prevails in some topic areas
80% of England search for cheap vs best car insurance
80% of
England search
for ‘cheap car
insurance’ over
‘best car
insurance’
89% of
England search
for ‘cheap
wedding dress’
over ‘best
wedding dress’
Source: Google Trends UK, Past 5 years, Web Search on 10.06.18
149K monthly searches for 'cheap car insurance' vs 8,700 for 'best car insurance' (Ahrefs)
4,900 MSVs for 'cheap wedding dresses' vs 450 for ‘best wedding dresses ' (Ahrefs)

21. 21
Does ‘cheap’ cheapen your brand?
Businesses can target both terms indirectly (if applicable)
Cheap = affordability and value… not poor quality
Google’s Hummingbird algorithm knows what users are
searching for (it pioneered semantic search).
They want to benchmark price… ‘what can I get for £100?’
They want to know how they can save…. ‘how to lower my
electricity bill?’
Communicating value to your audience is the key.

22. 22
Be smart with synonyms
You don’t even have to use the word ‘cheap’
Communicate value by incorporating
similar phrases throughout the body copy:
● Affordable
● Package deal
● Offer
● Sale
● Competitive
● Discount
● Savings
Could also use ‘cheap’ in the URL slug… or simply
create a page explaining how users can save.
https://www.telegraph.co.uk/travel/advice/cheap-uk-rail-f
ares-how-to-save-money/

23. Key takeaways
23

24. 24
Key takeouts
User-quality signals are a core part of Google’s algorithm
● Put your user first
If your content isn’t unique and displayed in an engaging way, they could
bounce and your ranks may eventually drop
● Tailor content experiences for mobile and voice search
● Ensure long-form content is structured and features clear signposting
● Apply search intent modelling to your keyword research so you know what
type of pages are ranking and why

25. Thank you
Questions?
25