The document discusses strategies for optimizing web presence and user experience (UX) in the context of refrigerator-related content. It categorizes keywords based on user intent, such as shopping, brand knowledge, and information needs, to enhance web navigation and content alignment. Additionally, it emphasizes the importance of using analytics to identify and improve areas of user engagement on websites.

2. xxxxx @StoneyD
• @StoneyD
linkedin.com/in/stoneygd
Web Presence
Optimization
Stoney deGeyter
THIS IS ME
WebMarketingChecklist.com
PolePositionMarketing.com

3. xxxxx @StoneyD
Navigation + UX =
BUILD POWERFUL WEBSITE NAVIGATION
TO KEEP VISITORS FROM RETURNING TO SEARCH RESULTS

4. Customer focused navigation

5. Company focused navigation

6. Click focused navigation

7. xxxxx @StoneyD
Keywords + UX =
DISCOVER KEYWORDS THAT DRIVE TRAFFIC AND
ALIGN YOUR CONTENT WITH SEARCHER INTENT

8. Shopping research intent keywords
@StoneyD | #pubcon
Content / Landing Page
• refrigerators
• refrigerator
• appliances refrigerators
• appliances refrigerator
• affordable refrigerators
• affordable refrigerator
• refrigerator new
• refrigerators new
Keywords
A product category page that provides basic information on the
products and allows you to begin your product research.

9. Shopping knowledge intent keywords
@StoneyD | #pubcon
Content / Landing Page
• french door
• refrigerator
• french door
• refrigerators
• french style refrigerator
• french style refrigerators
• double door refrigerator
• double door refrigerators
• 3 door refrigerator
• 3 door refrigerator
• three door refrigerator
• three door refrigerators
Keywords
Content that provides searchers knowledge of the product and
helps them dig deeper into additional options.

10. Shopping conversion intent keywords
@StoneyD | #pubcon
Content / Landing Page
• stainless steel
french door
refrigerator
• stainless steel french door
refrigerators
• french door stainless steel
refrigerator
• french door stainless steel
refrigerators
• “” with ice maker
• “” with black cabinet
• “” 33 inch
• “” white
Keywords
Specific product description, specifications and details.
Includes purchase security features and checkout options.

11. Brand knowledge intent keywords
@StoneyD | #pubcon
Content / Landing Page
• whirlpool
refrigerator
• whirlpool
refrigerators
• stainless steel whirlpool
refrigerator
• stainless steel whirlpool
refrigerators
• whirlpool french door
refrigerator
• whirlpool french door
refrigerators
Keywords
Brand relevant content on page that displays brand relevant
products and/or information.

12. Information knowledge intent keywords
@StoneyD | #pubcon
Content / Landing Page
• how to fix a
refrigerator
• how to install a
refrigerator
• how to level a refrigerator
on a sloped floor
• ice machine not working
• refrigerator replacement
parts
• how to replace refrigerator
filter
Keywords
Blog post or library content that answers customer questions,
solves problems or provides general how-to solutions.

13. xxxxx @StoneyD
Analytics + UX =
USE ANALYTICS TO PINPOINT AND FIX AREAS
WHERE USER EXPERIENCE IS FALTERING

14. Site speed
Compressed
Images
Minimized &
Streamlined Code
Fast Servers

15. Click thru rates
Title Tags
URLs
Breadcrumbs
Meta Descriptions

16. High bounce pages
Matches
Intent
Fulfils
Desire
Encourages
Engagement
Presents
Action

17. High exit pages
What went wrong?

18. High traffic / low engagement
Assess
Prioritize
Fix

19. xxxxx @StoneyD
PolePositionMarketing.com
Thank
You!
Download this presentation at: ppmkg.com/seouxlove