A USER-CENTRED APPROACH TO BUILDING CONTENT FOR TRAFFIC & LINKSA SEMRush webinar – 27th November 2014

Charlie WilliamsConsultant

@whitedotnet

@pagesauce

Get the slides!http://slidesha.re/1Fwp3MX

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User-centered content?

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User-centeredkeyword & topic

research

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The rise of contextual, or semantic, search

http://moz.com/blog/topic-modeling-semantic-connectivity-whiteboard-friday

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“Semantic search is how search engines discern context and user intent to return more definitive

answers, rather than [a] hierarchical list of guesses”

http://contentmarketinginstitute.com/2014/03/owned-paid-earned-content-strategy-seo/

Christopher Baldock

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“User-centered design tries to optimize the product around how

users can, want, or need to use the product”

http://en.wikipedia.org/wiki/User-centered_design

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Better UX thinking= Better organic visibility

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Add more depth / relevancy to

existing content

Create new content

targeting new terms

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Building content for audiences, not

keywords (sort of)

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Content development as a discipline

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So, how do we find user-centered

content?

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Use the entire buying cycle

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The 4 stages of the online

buying process

Awareness

Consideration

Intent

Decisionhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

@pagesauceIn 2007 (!), I identified 4

segments of user intent

Navigational Queries:• Visiting a pre-determined destination• Sourcing the “correct” website URL

Informational Queries:• Researching non-transactional level of information

• Getting quick answers

Commercial Investigation:• Starting to understand

• Discovering options for future transactions

Transactional:• Uncovering a potential supplier

• Completing a task/making a purchase online

http://moz.com/blog/segmenting-search-intent

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These 2 breakdowns combine to show the

opportunity

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AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision

Navigational Informational TransactionalInvestigation

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AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision

Navigational Informational TransactionalInvestigation

@pagesauce

AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision

Navigational Informational TransactionalInvestigation

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Don’t write for KEYWORDS, write for

SEARCH QUERIES

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Enough theory:Where’s the data?

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Ideas x volume / feasibility = win

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Internal resources

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Find the product experts

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Customerservices

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User research & personas

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SurveyMonkeywww.surveymonkey.com

Polldaddypolldaddy.com/

SurveyGizmowww.surveygizmo.com

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Internal search queries

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Stealing fromyour competitors

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Competitor keyword research

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Current keywords

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Opportunity keywords

• Who are the users of the document?

• What are the users’ tasks and goals?

• What functions do the users need from the document?

• What information might the users need, and in what form do they

need it?• How do users think the document

should work?

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Scraping Google

Suggest

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Keyword Toolwww.keywordtool.io Some tools for

finding Suggest keywordsSEO Review Tools

seoreviewtools.com/seo-keyword-suggestion-tool/

Übersuggestubersuggest.org/

http://white.net/blog/tools-suggest-way-better-content-marketing-ideas/

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Don’t write for KEYWORDS, write for

SEARCH QUERIES

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Get thesearch volumes

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Is it feasible?

THANK YOUCharlie Williams@pagesaucecharlie@white.net

@whitedotnet