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A USER-CENTRED APPROACH TO BUILDING CONTENT FOR TRAFFIC & LINKS A SEMRush webinar – 27 th November 2014
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
@pagesauce
User-centered content?
@pagesauce
User-centeredkeyword & topic
research
@pagesauce
The rise of contextual, or semantic, search
http://moz.com/blog/topic-modeling-semantic-connectivity-whiteboard-friday
@pagesauce
“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
@pagesauce
“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
@pagesauce
Better UX thinking= Better organic visibility
@pagesauce
Add more depth / relevancy to
existing content
Create new content
targeting new terms
@pagesauce
Building content for audiences, not
keywords (sort of)
@pagesauce
Content development as a discipline
@pagesauce
So, how do we find user-centered
content?
@pagesauce
Use the entire buying cycle
@pagesauce
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
@pagesauce
These 2 breakdowns combine to show the
opportunity
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
@pagesauce
Don’t write for KEYWORDS, write for
SEARCH QUERIES
@pagesauce
Enough theory:Where’s the data?
@pagesauce
Ideas x volume / feasibility = win
@pagesauce
Internal resources
@pagesauce
Find the product experts
@pagesauce
Customerservices
@pagesauce
User research & personas
@pagesauce
SurveyMonkeywww.surveymonkey.com
Polldaddypolldaddy.com/
SurveyGizmowww.surveygizmo.com
@pagesauce
Internal search queries
@pagesauce
Stealing fromyour competitors
@pagesauce
Competitor keyword research
@pagesauce
@pagesauce
@pagesauce
Current keywords
@pagesauce
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?
@pagesauce
Scraping Google
Suggest
@pagesauce
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/
@pagesauce
Don’t write for KEYWORDS, write for
SEARCH QUERIES
@pagesauce
Get thesearch volumes
@pagesauce
Is it feasible?
