How to deliver the right content to the right audience at the right time
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If you’ve been immersed in SEO over the past few years, you’ve likely already noticed the shift away from keyword optimization and toward topical optimization. The goal is no longer to create content around a single keyword but rather to create content that authoritatively covers a specific topic. But even the best, most authoritative content isn’t going to mean a thing if it’s not what the searcher was looking for. You need to dig deeper into your keyword research and make sure that, while being authoritative, the content also matches the searcher intent.This session will show you, step-by-step, how to do that. Specifically, you’ll learn * How to evaluate your current website pages and determine their purposes. * The process for identifying keyword intent * The secrets to writing intent-driven content * The final step that brings it all together and drives the conversion
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How to deliver the right content to the right audience at the right time
- 2. xxxxx @StoneyD PolePositionMarketing.com • @StoneyD linkedin.com/in/stoneygd Web Presence Optimization Stoney deGeyter THIS IS ME WebMarketingChecklist.com
- 3. #pubcon@StoneyD Forget about the search engines… …and focus on your audience
- 4. #pubcon@StoneyD Keywords aren’t just for search engines Effective audience optimization relies on using keywords to understand searcher intent.
- 5. #pubcon@StoneyD True optimization is intent optimization Search engines and SEOs have the same goal Provide the best solution.
- 6. xxxxx @StoneyD 4 Basic Search Intents That Require Content
- 7. #pubcon@StoneyD 1. Navigational intent A query that takes you to a specific site. Branded content
- 8. #pubcon@StoneyD 2. Informational intent A broad for general information. Write content that answer questions Create how-to content & videos Step-by-step instructions Infographics
- 9. #pubcon@StoneyD 3. Investigational intent A query to learn more about available options. Click-worthy title tags Robust product category information Problem / solution oriented
- 10. #pubcon@StoneyD 4. Transactional intent A query that leads to a transaction. Product-specific title tags Robust product description Model numbers & pricing
- 11. #pubcon@StoneyD Every intent requires a unique page HOME CATEGORY 1 CATEGORY 2 CATEGORY 3 BLOG SUB- CATEGORY 1 SUB- CATEGORY 2 SUB- CATEGORY 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 SUB- CATEGORY 1 SUB- CATEGORY 2 SUB- CATEGORY 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 Navigational Investigational Informational Transactional
- 12. xxxxx @StoneyD 4 Steps to Match Intent with Landing Pages
- 13. #pubcon@StoneyD Determine the intent of every URL ExistingURLs Beforecreating Focuson Newpages
- 14. #pubcon@StoneyD Determine the intent of every keyword Think about what the searcher expects to find when they conduct each search. shop research buy
- 15. #pubcon@StoneyD HOME CATEGORY 1 CATEGORY 2 CATEGORY 3 BLOG SUB- CATEGORY 1 SUB- CATEGORY 2 SUB- CATEGORY 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 SUB- CATEGORY 1 SUB- CATEGORY 2 SUB- CATEGORY 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 Product 1 Product 2 Product 3 Organize similar-intent keywords by topic & URL • motorcycle battery • motorcycle batteries • battery motorcycle • battery motorcycles • batteries motorcycle • battery for motorcycle • motorcycles battery • harley davidson motorcycle battery • harley davidson motorcycle batteries • harley motorcycle battery • motorcycle batteries harley davidson • harley motorcycle batteries • Batterystuff shipping policies • Batterystuff honda motorcycle battery • Battery charger batterystuff • How to charge a battery battterystuff.com Navigational Informational • how much is a motorcycle battery cost • which motorcycle battery • how much is a new motorcycle battery • how much does a motorcycle battery cost • where to buy a motorcycle battery • where can i buy motorcycle batteries Research Shop Buy • dual pro • dual pro battery chargers • dual pro charger • dual pro battery charger • dual pro chargers
- 16. #pubcon@StoneyD Write intent-driven content Determine the mission of each page. Write content that supports the mission--top to bottom
- 17. #pubcon@StoneyD Provide an action that fulfills the intent Answer the question, “What’s next?” and provide the action to do it.
- 18. #pubcon@StoneyD Give visitors what they want RIGHT Content Audience Time Get it
- 19. xxxxx @StoneyD PolePositionMarketing.com Thank You! Download this presentation at: ppmkg.com/StoneyDslides